Indian Journal of Marketing
By: Associated Management Consultants (P) Ltd.Single Issue
Single Issue
- IJM-June09-Article2-Effectiveness of Celebrity Endorsements in Brand Recall and Purchase Decision
- Price : 80.00
- Published on June 1, 2009
- Associated Management Consultants (P) Ltd.
- Issues 520
- Language - English
- Published monthly
About this issue
A celebrity endorser is someone who enjoys public recognition and who uses that recognition on behalf of a consumer good by appearing with it in an advertisement. Celebrity endorsement has become one of the most important communication tools for all the companies. Three variables have been identified as important for successful celebrity endorsements physical attractiveness of the celebrity, source credibility (trustworthiness and expertise) of the celebrity, and celebrity/brand congruency. The present paper studies the Effectiveness of Celebrity Endorsements in Brand Recall and Purchase Decision among Indian Consumers and employs primary data collected through a structured questionnaire. It uses non probabilistic convenient sampling to select the respondents. All the respondents were residents of Indore city in Central India and the survey was carried out in January – March 2008. The study suggests that celebrity endorsements are effective in Brand recall but are not effective in motivating people to buy the endorsed product. Celebrity – Brand fit is also important for successful celebrity endorsement.
About Indian Journal of Marketing
INDIAN JOURNAL OF MARKETING (ISSN 0973-8703) is a double blind peer reviewed refereed monthly journal, which was started in 1968. It is the oldest and the only monthly journal of Marketing in India. It is an authentic research publication dealing with Marketing; Advertising; Consumer Behaviour; Sales Management; Advertising & Promotion Management; Business Education; Business Information Systems (MIS); Business Law; Communication; Direct Marketing; E-Commerce; Global Business; Health Care Administration; Marketing Research; Marketing Theory & Applications; Office Administration/Management; Organizational Development; Production/Operations; Public Administration; Retailing; Sales/Selling; Services; Tourism, Hospitality & Leisure; and Industrial Organization.