CELEBRITY ENDORSEMENT AND ITS IMPACT ON SALES: A Research Analysis carried out in India

Dr. VIPUL JAIN

CELEBRITY ENDORSEMENT AND ITS IMPACT ON SALES: A Research Analysis carried out in India

Dr. VIPUL JAIN * §

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§ GRD-Institute of Management & Technology

CELEBRITY ENDORSEMENT AND ITS IMPACT ON SALES: A Research Analysis carried out in India

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Abstract

Abstracts -The practice of celebrities being used for rendering services other than performing their actual job as either an actor or an athlete, such as endorsements has proliferated over time. Despite the cost and the risks involved with this technique of advertising, it is been used quite extensively in the present era. The instrument of celebrity endorsement has nowadays become a pervasive element in advertising and communication management. India as a country is known for loving its stars. The Indians idolize their bollywood actors and cricketers. The advertisers see this as an opportunity to grab and work on so as to expand their operations and promote their product. This dissertation focuses on examining the perception of these Indian Consumers about the celebrity endorsement process and the subsequent impact on their purchase decisions.

References

6 Cites in Article

Reference Format

Tangen Temperley (1991). Unknown Title.
Rennae Daneshvary,R Schwer (2000). The association endorsement and consumers’ intention to purchase.
Hastmann Clark (2003). Unknown Title.
Remenyi (1998). Unknown Title.
Wendy Gordon,Roy Langmaid,Christopher Mills (2022). Qualitative Market Research.
Silverman (2000). Unknown Title.

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Funding

No external funding was declared for this work.

Conflict of Interest

The authors declare no conflict of interest.

Ethical Approval

No ethics committee approval was required for this article type.

Data Availability

Not applicable for this article.

How to Cite This Article

Dr. VIPUL JAIN. . "CELEBRITY ENDORSEMENT AND ITS IMPACT ON SALES: A Research Analysis carried out in India". Global Journal of Management and Business Research GJMBR Volume 11, GJMBR-B Volume 11 (GJMBR Volume 11 Issue 4).

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GJMBR Volume 11 Issue 4

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Journal Specifications

Crossref Journal DOI 10.17406/GJMBR

Print ISSN 0975-5853

e-ISSN 2249-4588

Keywords

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Classification

GJMBR-A Classification JEL Code: A13

A31

B25

Submission ReceivedJanuary 12, 2010
Peer Review Double Blind
Handling Editor
Accepted February 2, 2010
Published February 14, 2010

Version of record

v1.2

Language

English

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Article Matrices

Total Score: 153

Country: Unknown

Subject: Global Journal of Management and Business Research

Authors: Dr. VIPUL JAIN (PhD/Dr. count: 1)

View Count (all-time): 215

Total Views (Real + Logic): 6768

Total Downloads (simulated): 357

Publish Date: 2010 02, Sun

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Total Views: 6.8K

Total Downloads: 357

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