The Impact of Celebrity Endorsements on Consumer Purchase Behaviour: An Indian Perspective
Celebrities in India have been endorsing products since a very long time. Indian consumers have been exposed to celebrities representing products and being the face behind a brand, which as a strategy is being used by almost all multi-national companies to attract consumers and create an appeal for...
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| Format: | Dissertation (University of Nottingham only) |
| Language: | English |
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2011
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| Online Access: | https://eprints.nottingham.ac.uk/25311/ |