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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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Bibliographic Details
Main Author:	Sharma, Abhilasha
Format:	Dissertation (University of Nottingham only)
Language:	English
Published:	2011
Online Access:	https://eprints.nottingham.ac.uk/25200/

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