Indian Journal of Marketing
By: Associated Management Consultants (P) Ltd.Single Issue
Single Issue
- IJM-June12-Article3-A Study Of The Role & Effectiveness Of Celebrities In Advertisements
- Price : 80.00
- Published on March 23, 2013
- Associated Management Consultants (P) Ltd.
- Issues 520
- Language - English
- Published monthly
About this issue
A celebrity’s popularity in the masses turns out to be an important criteria in selling a particular product. It is more the trust and love for the celebrity than the quality or durability of a product to be sold. The celebrity endorsement influences the minds of the consumers. Consumers perceive the brand as having superior quality because it has been endorsed by a credible source; this makes endorsement as one of the indictors of quality for any brand. Thus, it is important to study the role of celebrities and their effectiveness in advertisements. This paper aims to ascertain the role of celebrities & measuring the celebrities' effectiveness for aspects such as image creation, attracting audience, surviving competition, overshadowing the product, etc.
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.