Behaviour on Celebrity Endorsement and Brand Building of Automobile Industry in Tamil Nadu‚ India Annadurai Pughazhendi Research Scholar ‚ PSG Institute of Management (PSG College of Technology) Coimbatore‚ India D. Sudharani Ravindran Professor‚ PSG Institute of Management (PSG College of Technology) Coimbatore‚ India Abstract The study aims to investigate “Consumer buying behaviour on celebrity endorsement and brand building in automobile industry”. This study is celebrity endorsement
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CELEBRITY ENDORSMENT – PERCEPTION BY PROSPECTIVE EMPLOYEES (FMCG SECTOR) Rushina Singhi 1‚ Ch. Abhinav Guptha 2‚ Anshul Jain 3 Assistant Professor of Amity Business School‚ Amity University Noida U.P Student of Amity Business School‚ Amity University Noida U.P Student of Amity Business School‚ Amity University Noida U.P 1 rushina.singhi@yahoo.co.in 2coolabhi405@gmail.com‚ 3 anshuljain01@gmail.com‚ ABSTRACT Celebrity endorsement‚ undoubtedly an essential and effective tool for attracting
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Introduction Each celebrity is an individual human that has achieved public recognition for a reason; this can be due to their creative talent or based on sporting event (Iqani‚ 2012: 84). Despite their achievement‚ another factor that succeed in captivating the public’s attention is through their body shape. Often‚ people amazed by celebrity’s body from magazine cover when in fact it is all about image manipulation. Celebrities are human too‚ not all of them have a perfect shape. Through magazine
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IMPACT OF CELEBRITY ENDORSEMENT ON CONSUMER BUYING BEHAVIOUR: A DESCRIPTIVE STUDY Ms. Jyoti Kasana Assistant Professor Lakshmibai College Deptt. Of Commerce (University of Delhi) Mr. Naveen Chaudhary Assistant Professornaveenchaudhary1711@gmail.com Lakshmibai College Deptt. Of Economics (University of Delhi) Abstract: The practice of celebrity endorsements has proliferated over time. Now days it has become a pervasive element of advertising industry especially in India. Celebrity endorsement
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Celebrity Endorsements The importance of Celebrity Endorsements? The most important aspect of celebrity endorsement has been finding the right synergy between celebrity and product. It ’s about selecting a spokesperson whose characteristics are congruent with the brand image. It is insufficient simply to add a well known face to a food label and trust that there will be enough devotees of that celebrity to generate sales. The consumer does not buy premium priced products more than once on that
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Celebrity Gossip Industry “Khloe Kardashian Caught With Another Man!” “Kanye Cheats on Kim!” “Was Rihanna Pregnant?” These are all headlines from celebrity gossip magazines. The gossip industry has become a very influence part of our society. Tabloids try to influence us by telling us what to do‚ what to wear‚ how to eat‚ what’s sexy and what’s not. Tabloids discover ways to do more than just commercialize products‚ they advertise people. Celebrities have become a business in themselves by endorsing
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The use of celebrities in advertising is not new. The celebrity endorsement is used since the early 50s with James Dean‚ for example. At this time‚ only the reputation of the celebrity count. Nowadays‚ the use of celebrities in advertising is no longer enough to its effectiveness and its presence enhances memory but also brings a kind of caution. Celebrity must possess a sufficient reputation to be recognized at first glance‚ but above all be credible. In an era obsessed with celebrities‚ it is no
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Celebrity obsession syndrome is a serious concern for the society in modern times. In this paper we will describe celebrity syndrome is not good thing for individuals and as a whole for the society. Media plays a big role in our everyday lives. There are televisions [as well as magazines‚ movies‚ ads‚ billboards‚ newspapers. etc.] everywhere and media regulates every action of the public through the use of these. The idea at play is that media enters our everyday lives of to the degrees of defying
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Connecting with Celebrities: Celebrity Endorsement‚ Brand Meaning‚ and Self-Brand Connections Jennifer Edson Escalas James R. Bettman* *Jennifer Edson Escalas is an Associate Professor of Management at the Owen Graduate School of Management‚ Vanderbilt University‚ Nashville‚ TN‚ 37203‚ (615) 322-3493‚ fax (615) 3437177‚ e-mail: jennifer.escalas@owen.vanderbilt.edu. James R. Bettman is the Burlington Industries Professor at the Fuqua School of Business‚ Duke University‚ Durham NC 27708-0120
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Definitions of Celebrities ……………………………………………………………………………………. Important Celebrity Attributes …………………………………………………………………………… Need for Celebrity Endorsement ……………………………………………………………………….. The Process of Celebrity Endorsement ………………………………………………………………. Celebrity Selection ……………………………………………………………………………………………. Brand‚ Celebrities‚ & Consumers ………………………………………………………………………. Facts …………………………………………………………………………………………………………………. The Arguments for Celebrity Endorsement ………………………………………………………. Brand Image & Celebrity …………………………………………………………………………………
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