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Effectiveness of Celebrity Endorsement on Brand Recognition with Special Reference to Trivandrum city, Kerala.
Currently firms spend huge sums of funds by means of celebrities in advertisements to encourage their brands. This paper is an attempt to study whether celebrity endorsement truly contributes to the information search of consumers about a product and its influence on the purchase decision process of...
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| Format: | Printed Book |
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IOSR Journal of Business and Management (IOSR-JBM)
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| Online Access: | http://10.26.1.76/ks/004748.pdf |