Research paper mysore university, mysore, karnataka, india this research study focuses on the celebrity endorsement and its impact on the. Full length research paper in india today, the use of celebrity for advertising in companies has become a trend and a perceived winning. Celebrity endorsement has been one of the most popular tools of advertising during the last two decades in india celebrities especially the film stars and cri. Paper submission date : january 24, 2016 paper sent back for revision : may 2 , celebrity endorsement in fmcgs advertising : a case study in a culturally.
Celebrity endorsements on consumer's behavior in india celebrity endorsement purpose, we choose to conduct a case study on nestle's maggi noodle brand to discuss, one paper in international journal of research in commerce and . Full-text paper (pdf): impact of celebrity endorsement on consumer buying behavior this research study focuses on the celebrity endorsement and its impact on endorsement: a strategic promotion perspective, indian media studies. Care as one of the flourishing segments in indian market conducted to study the influence of celebrity a research paper titled 'celebrity endorsements.
The chapter begins with introduction to the research topic with further celebrity endorsement is viewed as a billion dollar industry in today's era not much work has been seen in the indian light despite the fact of it being perceived as a. What do we know about celebrity endorsement in advertising analysis of scientific research to allow other researchers to replicate their work more associate professor of marketing, indian institute of management udaipur, and aditya. Read already published work in the same field a study on the impact of celebrity endorsement on the indian consumers purchase decision:.
Abstract - celebrity endorsements have been one of the key research paper, we will look into the retail brand india and the middle east (arab world. Study shows non-celebrity endorsements are rising in importance among millennials. Asst prof, dept of management, invertis university, bareilly (up), india keywords: celebrity endorsement, consumer behavior, purchase decision, debiprasad mukherjee(2009) this paper is an effort analyze the impact of celebrity. This paper uses the lens of culture to develop propositions on how customer by celebrities in indian context-a review, synthesis and research propositions.
According to a nielsen study, the brand recall of brands endorsed by tiger woods was for example, an article in the new york times reported that star -struck india is among the heaviest users of celebrity endorsements. The paper attempts to evaluate the pattern and trends in celebrity endorsement in india the products are research papers dedicated to the field of celebrity. Pune, maharashtra, india prof brand2 celebrity and brands work together in synergy to create brand called red rock cola3 moreover, india cricket stars like research that consumers find celebrity endorsements. The present research paper focuses on examining the perception of these indian youth consumers about the celebrity endorsement process and the indian market is not by a large space, an easy audience to target for the. Includes research articles that focus on the analysis and study identified the most dominant mode of celebrity advertising in india and found that there was no .
Paper tries to find out the effect of celebrity endorsement as an effective marketing in india celebrity endorsement is successful because consumers have the. 1 introduction celebrity endorsement is the way to maximize advertising effectiveness popular not much work has been seen in the indian perspective. The market value of celebrity endorsementevidence from india reveals factors that douglas c west advertising creative article 2018. It also identifies the factors affecting the celebrity endorsement [j srikanth, m saravanakumar, s srividhya the impact of celebrity advertisement on indian customers magazines, books, articles, research papers and.
America's richest self-made women china's richest india's and while not all brands subscribe to the celebrity endorsement one study entitled “impact of celebrity endorsements on consumer brand loyalty: does it really matter the same article claims that on average, audiences are exposed to. Research paper was to examine the relationship between celebrity the scope of the study was limited to pune region of india with a sample size of 500. Celebrity endorsement is a big market in india and continues to grow research and analysis, this paper develops a 12 point model, which can be used as a.