Effectiveness of celebrity endorsement in India
In today’s world, where advertising plays an inevitable role in influencing consumer purchase decisions, it becomes imperative for companies to create such advertising campaigns that motivate consumers to buy their products. Celebrity Endorsement is a technique extensively used by companies today, t...
| Main Author: | |
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| Format: | Dissertation (University of Nottingham only) |
| Language: | English English |
| Published: |
2014
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| Online Access: | https://eprints.nottingham.ac.uk/27260/ |
| _version_ | 1848793336726421504 |
|---|---|
| author | Kaur, Rajbir |
| author_facet | Kaur, Rajbir |
| author_sort | Kaur, Rajbir |
| building | Nottingham Research Data Repository |
| collection | Online Access |
| description | In today’s world, where advertising plays an inevitable role in influencing consumer purchase decisions, it becomes imperative for companies to create such advertising campaigns that motivate consumers to buy their products. Celebrity Endorsement is a technique extensively used by companies today, to promote their brand and products, which help in generating publicity for their brands. These ‘celebrities’ are typically the famous and successful actors or sportspeople who are looked up to by the common people.
Especially in India, celebrities play a vital role in advertising. They are loved and idolized by the people and companies use this to their advantage by using these celebrities to promote their products and create publicity for their brands.
This dissertation thus focuses on examining the qualities of a celebrity endorser that are most desired for by a consumer and also the impact of celebrity endorsement on their purchase decisions.
This research project starts with a literature review in which relevant previous work done by different authors has been discussed. The next chapter discusses the research method used to achieve the objective of the study. A new technique, i.e. Zaltman Metaphor Elicitation Technique has been used to study the feelings, behaviors and attitudes of people towards celebrity endorsement. The data collected has then been analysed which has revealed some very interesting facts which have then been discussed and scope for further research has also been talked about. |
| first_indexed | 2025-11-14T18:58:41Z |
| format | Dissertation (University of Nottingham only) |
| id | nottingham-27260 |
| institution | University of Nottingham Malaysia Campus |
| institution_category | Local University |
| language | English English |
| last_indexed | 2025-11-14T18:58:41Z |
| publishDate | 2014 |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | nottingham-272602022-03-21T16:11:49Z https://eprints.nottingham.ac.uk/27260/ Effectiveness of celebrity endorsement in India Kaur, Rajbir In today’s world, where advertising plays an inevitable role in influencing consumer purchase decisions, it becomes imperative for companies to create such advertising campaigns that motivate consumers to buy their products. Celebrity Endorsement is a technique extensively used by companies today, to promote their brand and products, which help in generating publicity for their brands. These ‘celebrities’ are typically the famous and successful actors or sportspeople who are looked up to by the common people. Especially in India, celebrities play a vital role in advertising. They are loved and idolized by the people and companies use this to their advantage by using these celebrities to promote their products and create publicity for their brands. This dissertation thus focuses on examining the qualities of a celebrity endorser that are most desired for by a consumer and also the impact of celebrity endorsement on their purchase decisions. This research project starts with a literature review in which relevant previous work done by different authors has been discussed. The next chapter discusses the research method used to achieve the objective of the study. A new technique, i.e. Zaltman Metaphor Elicitation Technique has been used to study the feelings, behaviors and attitudes of people towards celebrity endorsement. The data collected has then been analysed which has revealed some very interesting facts which have then been discussed and scope for further research has also been talked about. 2014-09-12 Dissertation (University of Nottingham only) NonPeerReviewed application/pdf en https://eprints.nottingham.ac.uk/27260/1/final_dissertation_%282%29.pdf application/pdf en https://eprints.nottingham.ac.uk/27260/2/final_dissertation_%282%29.pdf Kaur, Rajbir (2014) Effectiveness of celebrity endorsement in India. [Dissertation (University of Nottingham only)] (Unpublished) |
| spellingShingle | Kaur, Rajbir Effectiveness of celebrity endorsement in India |
| title | Effectiveness of celebrity endorsement in India |
| title_full | Effectiveness of celebrity endorsement in India |
| title_fullStr | Effectiveness of celebrity endorsement in India |
| title_full_unstemmed | Effectiveness of celebrity endorsement in India |
| title_short | Effectiveness of celebrity endorsement in India |
| title_sort | effectiveness of celebrity endorsement in india |
| url | https://eprints.nottingham.ac.uk/27260/ |