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Celebrity Endorsement And Attitude: A Study To Assess The Impact Of Celebrity Endorsement On Attitude Of Consumers
[Full Text]
AUTHOR(S)
Radhika Wadhera, Nishu Chawla
KEYWORDS
Celebrity Endorsement, Brand Image, Social cause, Consumer’s attention, Clutter, Buyers behaviour, Art of persuasion.
ABSTRACT
The term Celebrity refers to an individual who is known to the public (actor, sports figure, entertainer, etc.) for his or her achievements in areas other than that of the product class endorsed (Friedman and Friedman, 1979). The objective of this research paper was to examine the celebrity endorsements impact on companies and buying behaviour of customer. In order to achieve objective of the present research an empirical study was designed. A large sample on convenient basis of customer was selected. A questionnaire was circulated among the rural and urban respondents and total 50 valid responses were collected. Questionnaire was classified into four sections. The test the significant difference between overall opinion of respondents Z-test was applied and further analysis percentage, average and standard deviation was also applied.
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