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Author: Kunal Gaurav
Publisher: GRIN Verlag
ISBN: 3668548072
Category : Business & Economics
Languages : en
Pages : 67
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Book Description
Project Report from the year 2017 in the subject Business economics - Offline Marketing and Online Marketing, grade: A+, , language: English, abstract: The universe of today is evolving quickly and India is no exception. Particularly after the opening up of the economy, the pace of progress that India and its people are encountering in their socio-social environment is mind boggling. Every brand attempts to steal at least fraction of a person’s time to inform him/her about the amazing and different attributes of the product at hand. The challenge of the marketer is to find a hook that will hold the subject’s attention. In helping to achieve this, use of celebrity for endorsement of a brand is widely used marketing strategy. It has been uncovered amid the examination that whooping sums being paid by the advertisers to these celebrities are some place powerful. The main objective of this study is to analyze the impact of various constructs of celebrity endorsement on the buying intention of young consumer. There is two more objective of this study such as to identify the various constructs of celebrity endorsement and to now the consumer perception towards celebrity endorsement.
Author: Kunal Gaurav
Publisher: GRIN Verlag
ISBN: 3668548072
Category : Business & Economics
Languages : en
Pages : 67
Get Book Here
Book Description
Project Report from the year 2017 in the subject Business economics - Offline Marketing and Online Marketing, grade: A+, , language: English, abstract: The universe of today is evolving quickly and India is no exception. Particularly after the opening up of the economy, the pace of progress that India and its people are encountering in their socio-social environment is mind boggling. Every brand attempts to steal at least fraction of a person’s time to inform him/her about the amazing and different attributes of the product at hand. The challenge of the marketer is to find a hook that will hold the subject’s attention. In helping to achieve this, use of celebrity for endorsement of a brand is widely used marketing strategy. It has been uncovered amid the examination that whooping sums being paid by the advertisers to these celebrities are some place powerful. The main objective of this study is to analyze the impact of various constructs of celebrity endorsement on the buying intention of young consumer. There is two more objective of this study such as to identify the various constructs of celebrity endorsement and to now the consumer perception towards celebrity endorsement.
Author: Kritika Nagdev
Publisher:
ISBN:
Category :
Languages : en
Pages : 12
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Book Description
The celebrity endorsements have become a magic potion for all marketers today. Celebrity can be seen endorsing in almost all television advertisements making it an India's Rs 2,000-crore celebrity endorsement market. Though there are many studies about celebrity endorsements, but it seems that there is limited research about the extent to which consumers' purchase intention is regulated by celebrity endorsements. The purpose of this paper is to specify the impact of celebrity endorsers in advertisements on purchase intentions of students as customers. Primary data collected from 146 respondents through closed ended/structured questionnaire and statistical tools like Factor Analysis and Multiple regression method are used for this research. Factor Analysis decomposed the variables into factors like value for money, celebrity name, celebrity influence, product features and brand attractiveness and through multiple regressions the impact (percentage) of celebrity endorsements has been calculated. It was found that value of money, celebrity influence and celebrity name are the main important factors which influence the buying behavior of today's youth.
Author: Amit Kumar
Publisher:
ISBN:
Category :
Languages : en
Pages : 0
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Book Description
The practice of celebrity endorsements has proliferated over time. Now days it has become a pervasive element of advertising industry especially in India. Celebrity endorsement business has become a multi-million industry in India. Marketers use celebrity endorsers to influence the purchase decision of consumers in order to increase their sales and extend their market shares. This made the author curious to explore the impact of celebrity endorsements on consumer buying behaviour. This paper focuses on examining the perception of Indian consumers about celebrity endorsements, examining the celebrity attributes likely to influence consumer purchase intentions and finally the impact of celebrity endorsements on their purchase intention. This project begins with the review of existing literature available on celebrity endorsements, which provides an insight into the research topic and clarifies many important aspects related to the subject. A quantitative method is used for this research project to investigate the perceptions of the consumer, attributes and its subsequent impact on purchase intention. The data is collected through a questionnaire and later analysed using the data analysis software program SPSS. It was proven in this research that consumers find celebrity endorsements more attractive and influential as compared to non-celebrity endorsements. Moreover, the tested attributes show positive relationship with purchase intention. In other terms, celebrity attributes do impact the purchase intention of consumers. Finally, the results of the study prove that celebrity endorsements positively impact the purchase intention of the consumers.
Author: Chih-Yu Chen
Publisher:
ISBN:
Category : Celebrities
Languages : en
Pages : 81
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Book Description
Author: Vaibhav Misra
Publisher: LAP Lambert Academic Publishing
ISBN: 9783659342486
Category :
Languages : en
Pages : 64
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Book Description
ABOUT THE STUDY The celebrities in India are the role models for majority of Indians, they are so influenced by them that most of the population follows the trends of their dressing, styles and habits. This is the major reason for the companies to hire the celebrities to promote their products. The companies invest billions of to hire the celebrity for the promotion of their product. The companies believe that the celebrity changes the purchase intention of the consumers in India.
Author: Ali Hammad
Publisher:
ISBN:
Category :
Languages : en
Pages : 84
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Book Description
Importance of the subject:The problem statement is of great importance, as celebrity endorsement is the most important form of marketing communication. The problem statements helps to analyse and examine the effect of celebrity advertisement and endorsement on other marketing strategies and customer psychographics such as; the brand image, brand positioning and buying behaviour of consumers.Research Methodology:In order to conduct the primary research, the research selected sample size of 104 respondents both males and females belonging to different age groups from 18 to more than 50 years old. Similarly, the researcher use surveymonkey.com and social media websites such as facebook.com in order to get the surveys done, as it is the quickest and easy way to get authentic research done in short span of time. Similarly, the researcher used mintel, keynote, books, report, journal articles and news to conduct the secondary research.Findings and analysis:Coca-Cola's celebrity endorsements and advertisements are creating positive impact on the buying behaviour of young consumers. There are many other popular marketing tools such as discount coupons which also influence consumers in conjunction with celebrity endorsements. Majority of the people both males and females between the age groups of 35-50 are not much interested in celebrity endorsements and don't get much influenced by them. Celebrity endorsements are influencing young males and females to buy coca-cola and associate positive attributes with the brand which leads to attain positive brand image and brand image of coca-cola in the eyes and minds of the consumers.Conclusions/Recommendations:Coca-colas' celebrity endorsements and advertisement are creating positive impact on the sales, buying behaviour of young consumers, brand positioning and image. Coca-Cola spend most of its budget on television advertisements, but from the primary research it was revealed that; Coca-Cola must focus on social media advertising as well, as it is the most important form of media to be used by targeted audience of coca-cola to become aware about the brand and its products. Similarly, coca-cola must come up with celebrity advertisement and endorsements by selecting different celebrities belonging to different age groups to influence consumers between the age group of 30-50 years old and make them buy coca-cola and change their perception of being coca-cola as unhealthy drink to healthy drink.
Author: Gbadamosi, Ayantunji
Publisher: IGI Global
ISBN: 1522579079
Category : Business & Economics
Languages : en
Pages : 451
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Book Description
As developing nations increase their consumption rate, their relevance in the global marketplace grows. Existing assumptions and postulations about consumer consumption in various societies are being displaced largely due to the dynamic nature of the market. However, research has not been adequately devoted to explore the developments in consumer behavior in developing nations, which has resulted in numerous unanswered questions. Exploring the Dynamics of Consumerism in Developing Nations provides vital research on consumer behavior in developing countries and changes in the socio-cultural dimensions of marketing. While highlighting topics such as celebrity influence, marketing malpractices, and the adoption of e-government, this publication is ideally designed for researchers, advanced-level students, policymakers, and managers.
Author: Grayson Selle
Publisher:
ISBN:
Category : Business enterprises
Languages : en
Pages : 0
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Book Description
Author: Hilary Harris
Publisher: CIPD Publishing
ISBN: 9780852929834
Category : Business & Economics
Languages : en
Pages : 236
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Book Description
Offers a thematic approach to International Human Resource Management with comprehensive coverage of the subject. This text is intended for various undergraduates or postgraduates module in this area, or for the CIPD module in International Personnel and Development.
Author: C. Whan Park
Publisher: John Wiley & Sons
ISBN: 1119308070
Category : Business & Economics
Languages : en
Pages : 292
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Book Description
Brand Admiration uses deep research on consumer psychology, marketing, consumer engagement and communication to develop a powerful, integrated perspective and innovative approach to brand management. Using numerous real-world examples and backed by research from top notch academics, this book describes how companies can turn a product, service, corporate, person or place brand into one that customers love, trust and respect; in short, how to make a brand admired. The result? Greater brand loyalty, stronger brand advocacy, and higher brand equity. Admired brands grow more revenue in a more efficient way over a longer period of time and with more opportunities for growth. The real power of Brand Admiration is that it provides concrete, actionable guidance on how brand managers can make customers (and employees) admire a brand. Admired brands don't just do the job; they offer exactly what customers need (enabling benefits), in way that's pleasing, fun, interesting, and emotionally involving (enticing benefits), while making people feel good about themselves (enriching benefits). Providing these benefits, called 3 Es, is foundational to building , strengthening and leveraging brand admiration. In addition, the authors articulate a common-sense and action based measure of brand equity, and they develop dashboard metrics to diagnose if there are any 'canaries in the coal mine', and if so, what to do next. In short, Brand Admiration provides a coherent, cohesive approach to helping the brand stand the test of time. A well-designed, well-managed brand becomes a part of the public consciousness, and ultimately, a part of the culture. This trajectory is the fruit of decisions made from an integrated strategic standpoint. This book shows you how to shift the process for your brand, with practical guidance and an analytical approach.
