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Celebrity endorsement and purchase decisions in India   Maninder Singh

Celebrity endorsement and purchase decisions in India

252 страниц. 2012 год.
LAP Lambert Academic Publishing
Celebrity endorsements give a brand a touch of glamour, and hope that a famous face will provide added appeal and name recognition in a crowded market. Use of celebrity advertisement for the companies has become a trend and a perceived winning formula of corporate image building and product marketing. A large segment of the audience can instantly recognize and identify the famous person and the attraction and goodwill associated with the celebrity can be transferred to the product. Effectiveness of a message depends on the perceived credibility and attractiveness of the endorser. Consumer perceptions of similarities between the celebrity and endorsed brand enhance the effectiveness of endorsement. The present book has covered the important attributes i.e. trustworthiness, expertness and attractiveness of celebrity endorser and it has also discussed the various issues associated with celebrity endorsement. Though the primary focus of this book is to examine the comparative...
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