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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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| Μορφή: | Printed Book |
| Έκδοση: |
IOSR Journal of Business and Management (IOSR-JBM)
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| Θέματα: | |
| Διαθέσιμο Online: | http://10.26.1.76/ks/004748.pdf |
| LEADER | 01305nam a22001457a 4500 | ||
|---|---|---|---|
| 100 | |a SAJANA .K . V AND Dr. S. NEHRU |9 22253 | ||
| 245 | |a Effectiveness of Celebrity Endorsement on Brand Recognition with Special Reference to Trivandrum city, Kerala. | ||
| 260 | |b IOSR Journal of Business and Management (IOSR-JBM) | ||
| 500 | |a 7 th International Business Research Conference Indian Education Society's Management College and Research Centre | ||
| 520 | |a 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 consumers. Celebrity endorsement strategy dramatically accelerates the potential for brand to reach the conscious mind of the consumer. Association of a brand with celebrity endorsement can bring about extreme recall and recognition. Celebrity endorsement is an omnipresent feature of advertisement in getting attention for a brand. | ||
| 650 | |a ADVERTISEMENT; |a MARKETING; |a PURCHASE HABIT |9 22254 | ||
| 856 | |u http://10.26.1.76/ks/004748.pdf | ||
| 942 | |c KS | ||
| 999 | |c 74979 |d 74979 | ||
| 952 | |0 0 |1 0 |4 0 |7 0 |9 66965 |a MGUL |b MGUL |d 2015-11-01 |l 0 |r 2015-11-01 |w 2015-11-01 |y KS | ||