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Role of Celebrity Endorsement on customers

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Role of Celebrity Endorsement on customers
ROLE OF CELEBRITY ENDORSEMENT ON CUSTOMERS
1

2

Mahak Saxena

Prachi Mittal

3

4

Sneha Singh Jadaun

Pradip Swarnakar

GROUP NO-07
Email- 4swarnakar@gmail.com, 2prachimittal815@gmail.com
ABV-INDIAN INSTITUTE OF INFORMATION TECHNOLOGY AND
MANAGEMENT,
Morena Link Road
Gwalior-474010, Madhya Pradesh, India

1, 2, 3-Student ABV-IIITM, Gwalior
4-Assistant Professor, ABV-IIITM, Gwalior

ABSTRACT

and are ready to pay more whenever

The celebrity endorser is a universal remedy

celebrities endorse a thing that connects to

for all marketing cataclysm. It is now days a

the images they carved. The appreciated

most

in

image of celebrities has a positive impact on

constructing

the product choice. This study aims at

exercises. Today advertising a product can

analyzing celebrity endorsement impact on

not only uphold the product but also add

customers purchasing trends and his/her

tempting lifestyles and desires which are

reaction in the direction of advertisements.

awfully

Celebrity

Form the literature; we spotted out various

endorsement appears to be a trendy choice

attributes on which a choice of celebrity is

in advertisement industry surrounded by

being made for endorsement. The study is

various

further supported by research analysis

recurrently

marketing

for

valued

styles

used

all

by

approach

brand

users.

available.

Many

famed

personalities like athletes, cricketers, movie

conducted

on

the

rejoinders

to

the

actors and television stars are broadly used

questionnaire implementing various IT tools

in advertisements to influence behavior and

and statistical packages, to discover the

choice of consumers towards a brand.

prominent factors should be present in

Research shows that consumers are homey

celebrities for being a good endorser.

million

INTRODUCTION

in

1998

to

acquire
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