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Celebrity endorsement and purchase decisions in India


Marketed By :  LAP LAMBERT Academic Publishing   Sold By :  Kamal Books International  
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  • Product Description

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 effectiveness of film star and sports celebrity endorsement, however, the effort has also been made to measure the potential risks associated with the use of celebrity as source endorser.

Product Specifications
SKU :COC15076
AuthorManinder Singh
Number of Pages252
Publishing Year7/28/2012
Edition1 st
Book TypeSales & marketing
Country of ManufactureIndia
Product BrandLAP LAMBERT Academic Publishing
Product Packaging InfoBox
In The Box1 Piece
Product First Available On ClickOnCare.com2015-07-27 00:00:00