The Impact of Celebrity Endorsements on Consumer Purchase Behaviour: An Indian Perspective

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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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Bibliographic Details
Main Author:	Udhwani, Hiten
Format:	Dissertation (University of Nottingham only)
Language:	English
Published:	2011
Online Access:	https://eprints.nottingham.ac.uk/25311/

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