Alliance University, Bengaluru
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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 | Size | Format | |
|---|---|---|---|
| TO BUY OR NOT TO BUY.pdf Restricted Access | 1.87 MB | Adobe PDF | View/Open Request a copy |
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