An exploratory study on celebrity endorsements

An Exploratory Study in Celebrity Endorsements - Subhadip ...

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This study raises three questions and attempts to provide tentative explanations for them. The first two questions relate to locating, in the consumer's perceptual space, the relative position of Indian celebrities and brands on a set of personality attributes. The third question relates to determining the fit between the celebrity and the brands endorsed by her/him.

An Exploratory Study in Celebrity Endorsements - Subhadip ...

An Exploratory Study in Celebrity Endorsements | Request PDF

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An Exploratory Study in Celebrity Endorsements. ... Using two exploratory and two confirmatory samples, the current research developed a 15-item semantic differential scale to measure perceived ...

An Exploratory Study in Celebrity Endorsements | Request PDF

An Exploratory Study in Celebrity Endorsements - Subhadip ...

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This study raises three questions and attempts to provide tentative explanations for them. The first two questions relate to locating, in the consumer's perceptual space, the relative position of Indian celebrities and brands on a set of personality attributes. The third question relates to determining the fit between the celebrity and the brands endorsed by her/him.

An Exploratory Study in Celebrity Endorsements - Subhadip ...

An Exploratory Study of Celebrity Endorsements

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EBSCOhost serves thousands of libraries with premium essays, articles and other content including An Exploratory Study of Celebrity Endorsements. Get access to over 12 million other articles!

An Exploratory Study of Celebrity Endorsements

An Exploratory Study of Ethical Perspectives of Celebrity ...

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Request PDF on ResearchGate | An Exploratory Study of Ethical Perspectives of Celebrity Endorsements | Ethics in business is a much discussed phenomena now, especially after the news about the ...

An Exploratory Study of Ethical Perspectives of Celebrity ...

IMPACT OF CELEBRITY ENDORSEMENTS ON CONSUMERS' …

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The present study used Exploratory Factor Analysis (EFA), Confirmatory Factor Analysis and Structural Equation Modeling (SEM) to retest the previously validated scale, to assess reliability and validity and to find out the impact of celebrity endorsements on consumers’ purchase intention.

IMPACT OF CELEBRITY ENDORSEMENTS ON CONSUMERS' …

European Business School London Celebrity Endorsements In ...

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European Business School London Celebrity Endorsements In the Indian context : An exploratory study by analysing the case of Ranbir Kapoor and Pepsi By Kartikey Bhargava Dissertation/business research project submitted in partial fulfilment of the requirements for the degree of Master of Arts September 2013 Abstract The following research paper is an exploratory inductive business research ...

European Business School London Celebrity Endorsements In ...

Celebrity Endorsement and Involvement With the Social ...

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Developing a marketing strategy for nonprofit organizations: An exploratory study. Journal of Nonprofit and Public Sector Marketing, 21(2), 184 – 201. doi: 10.1080/10495140802529532 [Taylor & Francis Online] , [Google Scholar]). With regard to this, one interesting area of study is celebrity endorsement.

Celebrity Endorsement and Involvement With the Social ...

Effects of Celebrity Usage in Commercials on Consumers ...

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Effects of Celebrity Usage in Commercials on Consumers' Purchase Intention: an Exploratory Study on an Exemplary Commercial . 2. Vol. II, Issue 5, September 2013 . Theoretical Background . Use of celebrity endorsement in commercials helps companies to introduce/promote their products and thereby brings significant yields to companies ...

Effects of Celebrity Usage in Commercials on Consumers ...

Wither the Impact of Celebrity Endorsement - ojcmt.net

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Roy, S. (2006) An Exploratory Study in Celebrity Endorsements. Journal of Creative Communications 1(2). Sage Pub. Spears, N. & Singh, S. N. (2004) Measuring Attitude toward the Brand and Purchase Intentions. Journal of Current Issues and Research in Advertising. 26 (2). p. 53-66.

Wither the Impact of Celebrity Endorsement - ojcmt.net

Impact Of Celebrity Endorsements On Brand - IJSER

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To study the impact of the celebrity endorsement on effective brand management and evaluate associated factors that contribute to the success or failure of the endorsement. Approach . This work was done mainly as an exploratory research to find out the correlation between celebrity endorsement and

Impact Of Celebrity Endorsements On Brand - IJSER

Celebrity Endorsement and Purchase Intention of ...

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An Exploratory Study in Celebrity Endorsements. Journal of Creative Communications,1(2). [11]Pornpitakpan, C. (2003). The Effect of Celebrity Endorsers’ Perceived Credibility on Product Purchase Intention: The Case of Singaporeans. Journal of InternationalConsumerMarketing,16(2),55-74.

Celebrity Endorsement and Purchase Intention of ...

CELEBRITY ENDORSEMENTS AND BRAND PERSONALITY

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CELEBRITY ENDORSEMENTS AND BRAND PERSONALITY Subhadip Roy ICFAI Business School Survey No. 156/57. Dontanapally Village Shankerpally MandaI. R. R. District ... To study whether the celebrity is a source of BP has also been hinted by Durgee (1998) who opined that the researchers need to delve into the sources of BP. Thus we

CELEBRITY ENDORSEMENTS AND BRAND PERSONALITY

Impact of Sports Celebrity Endorsements on the Purchase ...

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6/13/2014 · The research concludes that celebrity endorsements could have an impact on the attitude towards the brand but it does not necessarily create motivations to purchase. This study provides deep insights for the marketers in terms of celebrity endorsements for their brands.

Impact of Sports Celebrity Endorsements on the Purchase ...

Effects of sport celebrity transgressions: an exploratory ...

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Free Online Library: Effects of sport celebrity transgressions: an exploratory study.(Sport Branding, Report) by "Sport Marketing Quarterly"; Sports and fitness Athletes Social aspects Brand image Celebrities Consumer research Endorsement advertising Marketing research Scandals Influence

Effects of sport celebrity transgressions: an exploratory ...

IMPACT OF CELEBRITY ENDORSEMENTS ON CONSUMERS’ …

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Most of the research studies conducted in the past have found a positive impact of celebrity endorsements on consumers’ purchase intentions. However, the earlier studies have been conducted in different countries and consumer groups. The present study seeks to find out the impact of celebrity endorsements on purchase

IMPACT OF CELEBRITY ENDORSEMENTS ON CONSUMERS’ …

Consumer Decision-Making Styles for Singaporean College ...

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a study of consumer decision-making styles in Singapore has rarely been treated as an important issue in a sport area. ... An Exploratory Study. volume 5, issue 2 71 ... Celebrity endorsements have an apparent effect on consumer's decision making because of recognition and trust (Brooks & Harris, 1998;

Consumer Decision-Making Styles for Singaporean College ...

ELK ASIA PACIFIC JOURNAL OF MARKETING AND RETAIL …

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elk asia pacific journal of marketing and retail management issn 0976-7193 (print) issn 2349-2317 (online) doi: 10.16962/eapjmrm/issn.2349-2317/2014

ELK ASIA PACIFIC JOURNAL OF MARKETING AND RETAIL …

Brand Personification through the Use of Spokespeople: An ...

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Personifying a brand through the use of a spokesperson is a strategy that some companies use to humanize their brands. Three of the ways that such personification is accomplished in advertising is by ads featuring celebrities, “regular people” (such as everyday consumers or persons employed by the brand), and company founders or CEOs as spokespeople.

Brand Personification through the Use of Spokespeople: An ...

Construction and Validation of a Scale to Measure ...

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Abstract The purpose of this study was to develop a scale for measuring celebrity endorsers' perceived expertise, trustworthiness, and attractiveness. Accepted psychometric scale-development procedures were followed which rigorously tested a large pool of items for their reliability and validity. Using two exploratory and two confirmatory samples, the current research developed a 15-item ...

Construction and Validation of a Scale to Measure ...

Kartikey Bhargava | Regent's University London - Academia.edu

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Kartikey Bhargava, Regent's University London, European Business School London, Alumnus. Studies Politics, International Marketing, and Mass Communication. ... European Business School London Celebrity Endorsements In the Indian context : An exploratory study by analysing the case of Ranbir Kapoor and Pepsi more.

Kartikey Bhargava | Regent's University London - Academia.edu

Youn-kyung Kim - Academia.edu

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Kinra, N. 2006. The effect of country-of-origin on foreign brand names in the Indian market. ... Roy, S. 2006. An exploratory study in celebrity endorsements. ...

Youn-kyung Kim - Academia.edu

Archana Kumar - Academia.edu

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Purpose – The purpose of this paper is to seek to segment CSA members based on their motivations to join a CSA. Design/methodology/approach – Data obtained from an online survey of 565 members belonging to a New York state CSA were analyzed using a …

Archana Kumar - Academia.edu

21 BRAND ENDORSEMENT THROUGH CELEBRITY

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4. Roy, S. (2006), An exploratory study in celebrity Endorsements. Journal of creative communications 1:2 (2006) Sage Publications New Delhi. 5. McCracken, G., 1989. “Who is the Celebrity Endorser? Cultural Foundations of the Endorser Process,” Journal of Consumer Research, 16(3), 310-321. 6. Wikipedia, Celebrity branding. Accessed on 14 th ...

21 BRAND ENDORSEMENT THROUGH CELEBRITY

Impact of Celebrity Endorsements on Consumers’ Ad ...

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Thus, the present study considers three attributes of celebrity endorsements as suggested by Ohanian – attractiveness, trustworthiness and expertise. The study also attempts to find out the individual impact of these dimensions on consumers’ ad perception. Exploratory factor analysis was used to …

Impact of Celebrity Endorsements on Consumers’ Ad ...

The Influence of Customer Loyalty on Celebrity Endorser ...

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The researchers introduce a Celebrity-Product Loyalty Congruency (CPLC) model as an instrument to aid in celebrity endorser choice for product advertising. Existing literature on the study area has been reviewed in an effort to identify areas of concurrency/parity and points-of difference serving as research gaps in the reviewed literature.

The Influence of Customer Loyalty on Celebrity Endorser ...

Breaking through the Clutter in Media Environment: How Do ...

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Celebrity endorsements can be extremely expensive, not only in terms of the monetary payments to the celebrity but also in terms of intangibles such as how the celebrity may affect the image of the advertiser. While the economic impact of celebrity endorsements is important, perhaps of greater importance is the intangible impact.

Breaking through the Clutter in Media Environment: How Do ...

Trust–commitment as a mediator of the celebrity endorser ...

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The current study complements multiple perspectives on celebrity endorsements. The results of the study are consistent with the tri-component source credibility model (Ohanian, 1990). Endorser credibility (measured as attractiveness, trustworthiness and expertise) significantly influences consumer trust and commitment towards a brand, which in ...

Trust–commitment as a mediator of the celebrity endorser ...

Classical conditioning and celebrity endorsers: An ...

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Study 1 establishes that direct affect transfer can occur using celebrities via conditioning. Study 2 suggests that celebrity conditioning will be more effective when there is an appropriate fit (belongingness) between the celebrity and the product endorsed—also known as the match‐up hypothesis.

Classical conditioning and celebrity endorsers: An ...

Perfume Consumption in India: An Exploratory Study ...

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Perfume Consumption in India: An Exploratory Study: 10.4018/978-1-5225-0282-1.ch004: Perfumes have been important in India for millennia and so have the stories connected with them. The perfume business in India is worth billions. The chapter

Perfume Consumption in India: An Exploratory Study ...

Models of Celebrity Endorsement Strategy - UK Essays

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Disclaimer: This work has been submitted by a student. This is not an example of the work produced by our Essay Writing Service.You can view samples of our professional work here.. Any opinions, findings, conclusions or recommendations expressed in this material are those of the authors and do not necessarily reflect the views of UK Essays.

Models of Celebrity Endorsement Strategy - UK Essays

Celebrity Endorsement | Survey Methodology - pt.scribd.com

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Celebrity Endorsement - Download as Word Doc (.doc), PDF File (.pdf), Text File (.txt) or read online. O Scribd é o maior site social de leitura e publicação do mundo. Buscar Buscar

Celebrity Endorsement | Survey Methodology - pt.scribd.com

Celebrity endorsement and attitude a study to assess the ...

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Issuu is a digital publishing platform that makes it simple to publish magazines, catalogs, newspapers, books, and more online. Easily share your publications and get them in front of Issuu’s ...

Celebrity endorsement and attitude a study to assess the ...

Risk associated with celebrity endorsements - SlideShare

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7/20/2012 · Risk associated with celebrity endorsements 1. Risk associated with celebrity endorsements- An empirical analysis from PunjabReference:Indian Journal of MarketingVolume: 41 Number: 5 May, 2011 Page: 10-19AbstractIntroduction:Advertising is the most visible portion of the entire marketing effort.

Risk associated with celebrity endorsements - SlideShare

Description of paper - Docsity

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description of paper This supplement expands the introduction to grounded theory in Chapter 6. Along with additional details of how to carry out a grounded theory study it offers an overview of the design’s strengths and weaknesses, along with additional references for further study.

Description of paper - Docsity

Exploratory Factor Analysis Archives - EA Journals

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Thus, the present study presents a new model – PATER model of celebrity endorsements, defining the important attributes that should be considered in making a choice of the celebrity endorser. Keywords: Celebrity, Exploratory Factor Analysis, PATER model., celebrity endorsement scale, celebrity endorsements, confirmatory factor analysis

Exploratory Factor Analysis Archives - EA Journals

Role of Celebrity Endorsement in Advertisement: A Study of ...

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Ashok Kumar, “Role of celebrity endorsement in advertisement: A study of cold drink,” International Research Journal of Advanced Engineering and Science, Volume 2, Issue 2, pp. 188-192, 2017. services. The results also show that expertise and the popularity of an endorser are capable of increasing

Role of Celebrity Endorsement in Advertisement: A Study of ...

Research Article Critique: Celebrity Endorsement Essay ...

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4/16/2011 · The choice between an exploratory study and a formal study is associated with choosing a structure for a study, loosely structured study aimed at developing hypotheses and identifying areas of future research is considered an exploratory study. ... such as endorsements has proliferated over time. Despite the cost and the risks involved with ...

Research Article Critique: Celebrity Endorsement Essay ...

Amitabh Bachchan - Simple English Wikipedia, the free ...

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Amitabh Bachchan: The Legend. Macmillan India Limited. ISBN 978-0-333-93355-8. Bhawana Somaaya (2009). Bachchanalia: The Films and Memorabilia of Amitabh Bachchan. Osian's-Connoisseurs of Art. ISBN 978-81-8174-027-4. Roy, S. (2006). "An Exploratory Study in Celebrity Endorsements". Journal of Creative Communications 1 (2): 139–153.

Amitabh Bachchan - Simple English Wikipedia, the free ...

Perfume Consumption in India: An Exploratory Study ...

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Perfume Consumption in India: An Exploratory Study: 10.4018/978-1-5225-7906-9.ch004: Perfumes have been important in India for millennia and so have the stories connected with them. The perfume business in India is worth billions ($). A

Perfume Consumption in India: An Exploratory Study ...
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