Celebrity endorser effects: A myopic perspective of marketing : Celebrities myopicity in Indian context

ISBN-13: 9783330028388 / Angielski / Miękka / 2017 / 172 str.

Omvir Gautam; Vinod Kumar Singh; Pooja Agrawal

Opis

This study is an effort to look at the celebrity endorsers effects in cell phone industry in India. In India, celebrity endorsement has played a pivotal role. This study examines the relationship between consumer's perception and the celebrity endorser's effects. The buying behavior of consumers is significantly affected by celebrity endorsers to large extent. As far as the present study is concerned, the proposed framework has been proven with some inferential analysis. The current study is an attempt to apply the framework of celebrity endorser effect(s) in Indian context where celebrity endorser's effects shows the transformation of consumers to hedonistic consumers.

O autorze

Dr Omvir Gautam is currently working as an assistant professor with Lovely Professional University, India. He has his doctorate from Gurukul Kangri University as a UGC JRF . He published research papers of national as well as international repute, also participated in workshops of data analytics and presented papers in reputed institute like IIMs.