CELEBRITY BRAND ENDORSEMENTS AND CONSUMER BEHAVIOUR - A CASE ANALYSIS

ISBN-13: 9786205516270 / Angielski / Miękka / 172 str.

Ashish Kumar Sharma; Anjali Sharma; Ankita Goyal

Opis

This book is a humble attempt to make an objective and critical appraisal of the influence of Celebrities on consumer behaviour. It revolves around how a consumer behaves at the market-place towards brands endorsed by Celebrities. In India's case, most of the Celebrities are from the worlds of films, sports and TV, and in this study, their impact on consumers is researched while taking into consideration eight of their attributes viz. Attractiveness, Controversy, Credibility, Gender, Performance, Popularity, Profession and Territory. Consumer behaviour is studied towards select ten brands endorsed by Celebrities across various product and service categories. In the present study, various dimensions of behaviour of consumers from the Shekhawati region of Rajasthan state of India, comprising the three districts of Churu, Jhunjhunu and Sikar is analysed in detail. Statistical tools have been used for the quantitative analysis of the data collected through a survey and conclusions have been drawn.

O autorze

Dr. Ashish Kumar Sharma, Dr. Anjali Sharma and Dr. Ankita Goyal are faculty at Mody University of Science and Technology, Lakshmangarh, Rajasthan, India. They have a rich teaching experience in the field of Management and Commerce. They have published many research papers in various journals and participated in conferences, seminars and workshops.