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Celebrity Endorsement Impact on Brand Equity,Credibility& Personality

 

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

Celebrity endorsement is considered an effective promotional tool worldwide, yet in Pakistan efforts to study its effect on promotion and building brand is scarce. Celebrity Endorsement is an effective advertising strategy to endorse the brands. The purpose of this study is to find whether celebrity endorsement is an effective promotional tool to build brand equity, brand credibility and brand personality in case of Beverages Industry of Pakistan. Using responses collected from 125 respondents, different analytical tools like reliability assessment analysis, regression analysis and ANOVA are applied to find the answer of research questions. We find statistically significant relationships between studied variables. The findings of this study shows that Celebrity endorsement has strong impact on brand equity, moderate impact on brand credibility and less significant impact on brand personality. The use of celebrity endorser across the market would allow the economies of scale in promotion and consistency in brand image. This emperical research provides a number of implications for both theory and practice. This study can also enrich the body of knowledge.

Product Specifications
SKU :COC15235
AuthorShoaib Ali,Umair Mazhar and Surayya Aslam
LanguageEnglish
BindingPaperback
Number of Pages100
Publishing Year2012-01-10T00:00:00.000
ISBN978-3659262173
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.com2015-07-24 00:00:00