A Study on the Impact of Celebrity Endorsement on the Indian Consumers Purchase Decision
The focus of this dissertation is to understand the impact of celebrity endorsement on the consumers purchase decision. The research focuses on the Indian consumers who have shown a very different yet interesting way of recognising celebrities and stars. In a place like India where stars and cricket...
| Main Author: | |
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| Format: | Dissertation (University of Nottingham only) |
| Language: | English |
| Published: |
2008
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| Online Access: | https://eprints.nottingham.ac.uk/22021/ |
| _version_ | 1848792342984654848 |
|---|---|
| author | Suresh Jain, Rohit |
| author_facet | Suresh Jain, Rohit |
| author_sort | Suresh Jain, Rohit |
| building | Nottingham Research Data Repository |
| collection | Online Access |
| description | The focus of this dissertation is to understand the impact of celebrity endorsement on the consumers purchase decision. The research focuses on the Indian consumers who have shown a very different yet interesting way of recognising celebrities and stars. In a place like India where stars and cricketers are idolised and looked up to, marketers can see this opportunity promote their products and create a wider consumer base. The study uses a qualitative research style to collect data, using interviews as the form of data collection method. This research helps providing how celebrity endorsement impacts on the Indian consumers purchase decision. |
| first_indexed | 2025-11-14T18:42:53Z |
| format | Dissertation (University of Nottingham only) |
| id | nottingham-22021 |
| institution | University of Nottingham Malaysia Campus |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-14T18:42:53Z |
| publishDate | 2008 |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | nottingham-220212018-02-15T07:31:25Z https://eprints.nottingham.ac.uk/22021/ A Study on the Impact of Celebrity Endorsement on the Indian Consumers Purchase Decision Suresh Jain, Rohit The focus of this dissertation is to understand the impact of celebrity endorsement on the consumers purchase decision. The research focuses on the Indian consumers who have shown a very different yet interesting way of recognising celebrities and stars. In a place like India where stars and cricketers are idolised and looked up to, marketers can see this opportunity promote their products and create a wider consumer base. The study uses a qualitative research style to collect data, using interviews as the form of data collection method. This research helps providing how celebrity endorsement impacts on the Indian consumers purchase decision. 2008 Dissertation (University of Nottingham only) NonPeerReviewed application/pdf en https://eprints.nottingham.ac.uk/22021/1/Rohit_Dissertation.pdf Suresh Jain, Rohit (2008) A Study on the Impact of Celebrity Endorsement on the Indian Consumers Purchase Decision. [Dissertation (University of Nottingham only)] (Unpublished) |
| spellingShingle | Suresh Jain, Rohit A Study on the Impact of Celebrity Endorsement on the Indian Consumers Purchase Decision |
| title | A Study on the Impact of Celebrity Endorsement on the
Indian Consumers Purchase Decision |
| title_full | A Study on the Impact of Celebrity Endorsement on the
Indian Consumers Purchase Decision |
| title_fullStr | A Study on the Impact of Celebrity Endorsement on the
Indian Consumers Purchase Decision |
| title_full_unstemmed | A Study on the Impact of Celebrity Endorsement on the
Indian Consumers Purchase Decision |
| title_short | A Study on the Impact of Celebrity Endorsement on the
Indian Consumers Purchase Decision |
| title_sort | study on the impact of celebrity endorsement on the
indian consumers purchase decision |
| url | https://eprints.nottingham.ac.uk/22021/ |