Tag: celebrity endorsement pdf

Research Paper : Impact Of Celebrity Advertisement On The Purchase Intention


Executive Summary In this age of marketing when each product is placed and projected through various marketing tactics in order to craft the desired image in the mind of the customer, the consumer behavior and motives of buying these products vary and are not merely based on the fundamental need of the products. For instance, if a consumer has the intention of buying a Cadillac, the core reason for buying the car might be fact that it is endorsed and used by his favorite singer, Elvis Presley. Thus the buying intentions of consumers are affected and followed by various marketing…

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