Influence of Celebrity Endorsement on Consumer Buying Behaviour of Youth with Respect to Mobile Telecommunication Service Providers
Journal Title: JOURNAL OF COMMERCE AND TRADE - Year 2017, Vol 0, Issue 1
Abstract
Over the years, celebrities are being increasingly used for delivering services other than performing their actual role as either an actor or sportsperson, such as endorsements. Despite the cost and the risks involved with this technique of advertising, it is being used quite extensively in contemporary times. Celebrity endorsement has nowadays become a penetrating element in advertising and communication management. India as a country is known for loving its stars. Theyouth population is huge in India. Indians idolize actors and cricketers. The advertisers see this as an opportunity toexpand their operations and promote their product. The present research paper focuses on examining the perception of young Indian consumers about the celebrity endorsement process and the subsequent impact on their purchase decision. The research paper tries to address the topic with a literature review which provides an insight into the research done by the previous authors followed by the research method adopted to achieve the objectives of this study. A structured interview questionnaire approach has been adopted to investigate the impact of celebrity endorsement on buying behavior of youth with respect to mobile telecommunication service providers. Some of the findings derived from analyzing the collected data revealed some interesting facts which have been summarized in the conclusion. The research paper tries to address the academic as well as the managerial perspective on buying behavior of youth.
Authors and Affiliations
Md. Shahnawaz Abdin, Dr. N. H. Mullick
Keywords
Related Articles
- EP ID EP245738
- DOI -
- Views 121
- Downloads 0
Indian Securitization Market - The Pros and Cons
Securitization is a financial instrument has had an extremely significant impact on the world’s financial system because it integrates capital markets and the uses of resources such as originators, mortgage, governments,...
A Review of Pre-Keynesian Neoclassical Business Cycle Theory
Although some practicing economists believe there was no macroeconomics before Keynes, historians of economic thought recognize a rich and varied stream of literature on monetary and business cycle theory that predate an...
Assessing the Role of TRIPS Agreement for Inaccessibility and Un-affordability of Essential Medicines in Nigeria
Intellectual property rights (IPRs) protection was not recognised in Nigeria and essential medicines were accessible and affordable to all but reverse is the case with the implementation of TRIPS agreement on IPRs. This...
A Study of Examination System of AICTE
Since last two decades, hurried expansion of technical institutions in India has resulted in deterioration in quality of technical manpower coming out from these institutions on account of poor infrastructure, admission...
Promotion of Brand in Rural Market
Population of a country is its most important asset. Hence, the present study attempts to highlight the relationship between urbanization and poverty. The study is based on secondary data which have been compiled persona...