EFFECTIVENESS OF CELEBRITY ENDORSEMENT AMONG CONSUMERS
S. Nithyhashree, Dr. S.Gandhimathi
Student, Associate Professor, Dr.N.G.P arts and science College
Abstract
This paper intends to appraise and understand celebrity advertising and its effectiveness. By deeply examining and addressing the components of celebrity advertising, the advantages and disadvantages associated with it, and the elements of successful and unsuccessful implementations, it will be clear that with a compelling and logical celebrity-brand fit, the application of celebrities as brand advocates can be used to a companys competitive advantage.
Keywords: Celebrity advertising, Consumers perception, Effectiveness, Buying behavior.
Journal Name :
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EPRA International Journal of Environmental Economics, Commerce and Educational Management
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Published on : 2022-07-29
Vol | : | 9 |
Issue | : | 7 |
Month | : | July |
Year | : | 2022 |