1. IR @ Alliance University
  2. Journal Articles Archive
  3. Articles to be qced
Please use this identifier to cite or link to this item: https://gnanaganga.inflibnet.ac.in:8443/jspui/handle/123456789/7327
Title: To Buy Or Not to Buy- Impact of Celebrity Endorsement: A study in Delhi NCR
Authors: Atul Kumar
Anoop Pandey
Issue Date: 2012
Publisher: SRM-IMT Journal of Business and Management Research
Abstract: It can be said that, " celebrity- advertisement is a boon" for promotion of any product but the real question is, "are our consumers really influenced to buy products by such advertisements?" To find an answer a study was conducted with the help of a well constructed questionnaire with 120 respondents. Today celebrity endorsement is gaining popularity but mostly celebrities help in getting the brand noticed rather than convincing the consumers. Apart from Bollywood and cricket celebrities there are some other famous personalities like sports persons, TV actors and business tycoons etc. who influence the consumers.
URI: http://gnanaganga.inflibnet.ac.in:8080/jspui/handle/123456789/7327
Appears in Collections:Articles to be qced

Files in This Item:
File SizeFormat 
TO BUY OR NOT TO BUY.pdf1.87 MBAdobe PDFView/Open
Show full item record


Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.