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A study on impact of celebrity endorsement on customer attitude towards the brand and purchase intention

Kumar, Vikas (2013) A study on impact of celebrity endorsement on customer attitude towards the brand and purchase intention. Masters thesis, Christ University.

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Abstract

Today celebrity endorsement has become a trend and been used as a winning formula and celebrities in India are the role models; people in the country are so influenced that they are attracted & follow the trends, styles also, consume the product they endorse and they associate the brand with the celebrity therefore the companies and the marketers believe that celebrity changes the purchase intention of the buyer. So this has been conducted to find out the impact of celebrity endorsement on customer attitude towards the brand and intention to purchase. To achieve the objective a questionnaire has been formed to collect the primary data of minimum of 200 respondents that will help to come to a conclusion about the impact if celebrity endorsement. The study also tries out to find out the various factors that affect a buyer purchase intention. For this study attributes of a celebrity and the brand have been studied also the attitude towards the brand. To acquire the required results the questionnaire was distributed to the target group aged 15-50 and the data collected was studied , analyzed to come to the conclusion whether celebrity influence the target group of consumers.

Item Type:Thesis (Masters)
Subjects:?? sylmba ??
ID Code:7339
Deposited By:Shaiju M C
Deposited On:03 May 2017 10:46
Last Modified:27 Sep 2017 12:19

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