DIFFERENTIAL EFFECT OF NATIONAL VS. REGIONAL CELEBRITIES ON CONSUMER ATTITUDES
Varsha JAIN; Subhadip ROY; Abhishek KUMAR; Anusha KABRA;
- Journal: Management & Marketing,volume 5,issue 4 Winter
- Subject: Celebrity endorsement, Consumer Attitudes, Experimental Design, Regional celebrity.
The present study explores the differential effects of having a National/Regional celebrity in an advertisement/ endorsement. More specifically the study intends to find out whether a National celebrity would have a more favorable impact on consumer attitudes than a Reg... View more