International Research journal of Management Science and Technology

  ISSN 2250 - 1959 (online) ISSN 2348 - 9367 (Print) New DOI : 10.32804/IRJMST

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AN ANALYSIS ON THE RELATIONSHIP BETWEEN CELEBRITY ENDORSEMENTS AND BRANDS AND THE IMPACT OF CELEBRITY ENDORSEMENT ON CONSUMER’S BUYING BEHAVIOUR

    1 Author(s):  AVNEET KAUR SONI

Vol -  4, Issue- 2 ,         Page(s) : 366 - 381  (2013 ) DOI : https://doi.org/10.32804/IRJMST

Abstract

Over the past 20 years , the crescendo of celebrities endorsing brands has been steadily increasing. Marketers overtly acknowledge the power of celebrity in influencing buyer’s purchase decision. They have firm believe that likeability or a favourable attitude towards a brand is created by the use of a celebrity .The crore of rupees spent per year on celebrity endorsements contacts show that celebrities like Amitabh Bachchan , Sharukh Khan and Sachin Tendulkar play an important role for the advertising industry . It is an established fact that celebrity endorsement can bestow unique features or special attributes upon a product that it may have lacked otherwise.

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