Exploring The Impact Of Celebrity Endorsement On Consumer

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EXPLORING THE IMPACT OF CELEBRITY ENDORSEMENT ON CONSUMER PREFERENCE AND BUYING BEHAVIOUR
(A CASE OF SELECTED DIRECT TO HOME (DTH) SERVICE PROVIDERS IN JODHPUR)
A RESEARCH PROPOSAL (SYNOPSIS)
SUBMITTED TO
THE DEPARTMENT OF BUSINESS ADMINISTRATION,
FACULTY OF COMMERCE & MANAGEMENT STUDIES,
JAI NARAIN VYAS UNIVERSITY, JODHPUR, RAJASTHAN FOR THE REGISTERATION OF DEGREE OF DOCTOR OF PHILOSOPHY (PhD) UNDER THE SUPERVISION OF: SUBMITTED BY:
Dr. M.L.VASITA RANI GEHLOT
ASSISTANT PROFESSOR (MPET- 2014)
DEPARTMENT OF THE BUSINESS ADMINISTRATION
FACULTY OF COMMERCE AND
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In the present scenario of information explosion and media power, the advertisement plays a major role in changing customer perception about brands. Each brand wants to acquire maximum share in the market. For this purpose marketers adopt many different advertising techniques to promote their products.
India is a country where people love to live in dreams and people are crazy about film stars, sports figures, social activists, politician etc. they worship celebrity and treat them as God. In order to face the increasing competition and considering this attitude of consumer’s marketers adopt a strategy that tries to get benefit from the emotional attachment of the fans of the celebrities. This strategy is well known as Celebrity Endorsement. It is believe that the use of superstars in advertising generates a lot of publicity and attention. Hence, celebrity endorsement is the important factor, which grabs the customer’s attention towards the product and services. The buying behaviour of a customer is strongly influenced by the efforts made by the advertisers to build brand loyalty. Attentions seeking ads and the use of celebrities in ads are very popular and successful as it gives the wanted results to the companies. The proposed research will be mainly sheds light on celebrity’s impact, whether
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