Impact of Celebrity Brand Endorsements on Decision Making of British- Indian Community: An Inter-Generational Comparison
ABSTRACT Celebrity endorsement is one of the most widely used tools today in marketing. This paper attempts to find out the impact of celebrity endorsements on consumer decision making on the British Indian community in United Kingdom, with an inter- generational comparison done. An interpretive re...
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| Format: | Dissertation (University of Nottingham only) |
| Language: | English |
| Published: |
2011
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| Online Access: | https://eprints.nottingham.ac.uk/25200/ |
| Summary: | ABSTRACT
Celebrity endorsement is one of the most widely used tools today in marketing. This paper attempts to find out the impact of celebrity endorsements on consumer decision making on the British Indian community in United Kingdom, with an inter- generational comparison done. An interpretive research was done by means of a semi structured interview on a sample of 10 British Indians belonging to first generation immigrants and second generation immigrants. The data was analysed using thematic analysis. It was found that celebrities help bringing the product in notice and a small difference was found in the decision making of the two generations of immigrants. Managerial implications are also given based on the analysis of findings. To gain a balanced perspective the limitations of the research also find a mention and towards the end suggestions for future research are given. |
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