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- Title
Exploring Celebrity Licensing as Opposed to Celebrity Endorsement : A Consumer Perspective.
- Authors
Kapoor, Payal S.
- Abstract
Celebrity licensing is becoming an important tool for the marketers. Marketers are exploring newer ways to involve celebrities in the product development and promotion, in order to create perceivable differentiation in the market. The main purpose of this research is to understand consumer purchase intention and attitude towards celebrity licensed products as opposed to celebrity endorsed products. In that attempt it is evaluated whether consumers recognize and differentiate products that are infused with the personal style and involvement of the celebrity vis-à-vis products where celebrity is only appearing in the advertisement of the brand.
- Subjects
ADVERTISING endorsements; ADVERTISING; LICENSED products; MARKETING of new products; CONSUMER behavior research; MARKETING
- Publication
Journal of Marketing & Communication, 2013, Vol 8, Issue 4, p13
- ISSN
0973-2330
- Publication type
Article