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- Title
CONSUMER BEHAVIOR TOWARDS CELEBRITY ENDORSEMENT OF PRODUCTS AND SERVICES.
- Authors
CHAUBEY, D. S.; SUBRAMANIAN, K. R.; SAINI, SHYAM SUNDER
- Abstract
The goal of most marketing campaigns is to convince a target group of people to buy a product or service. With political and social issues, marketing campaigns might focus on promoting a candidate or helping an organization effect social change. Many marketing techniques exist, and advertisers mix and match them to target different demographics. For example, a political campaign might use direct-mail advertisements, television and radio commercials, and door-to-door volunteers to promote a candidate. Customers are social creatures and are influenced by social changes and the change agents. Celebrities occupy a position of importance and influence many social groups as the members of the group try to identify themselves with the ideals of the celebrity endorsing an opinion or a service or product. Many factors including ego satisfaction of being the celebrity for that moment of using the service or product influence them- like using a cricket bat endorsed by Sachin Tendlukar by a young cricketer! The present research paper aims to find out the impact of consumer behavior towards such celebrity endorsements for products and in particular intangible products like Insurance products and services.
- Subjects
CONSUMER behavior; ADVERTISING endorsements; ADVERTISING campaigns; SOCIAL change; INSURANCE marketing; TENDLUKAR, Sachin
- Publication
CLEAR International Journal of Research in Commerce & Management, 2013, Vol 4, Issue 6, p10
- ISSN
2249-4561
- Publication type
Article