publication . Article . 2012

A STUDY ON EFFECTIVENESS OF MULTIPLE AND SINGLE CELEBRITY ENDORSEMENT ON CONSIDERABLE PRODUCT ADVERTISEMENTS IN CHENNAI PERCEPTIVE, INDIA

A. Pughazhendi; Dr. K. Antony Baskaran; M. R. Prakash; R. N. Balamurugan;
Open Access
  • Published: 01 Jan 2012 Journal: Far East Journal of Psychology and Business, volume 6 No 3 Paper 2 March, issue 2 March, pages 11-18
Abstract
The instrument of celebrity endorsement has nowadays become a pervasive element in advertising and communication management. The advertisers see this as an opportunity to grab and work on so as to expand their operations and promote their product. The purpose of this study is to explore the perceptual difference of consumer towards single celebrity endorsement and multiple celebrity endorsement more than one celebrity in a single advertisement for high and low involvement products and services. Questionnaires were administered on a sample of three hundred university students to assess the impact of multiple and single celebrities endorsement with respect to High...
Subjects
free text keywords: Multiple and single celebrity endorsement, Attitute towards advertisement, brand, and purchase intentions, Considerable products and services., jel:M1
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