International Journal of Scientific and Research Publications, Volume 3, Issue 11, November 2013
ISSN 2250-3153
Influence of Celebrity Endorsement on the Consumers
Purchase Decision
G.Radha*, Jija.P**
**
*
HOD, School of Communication, G.R. Damodaran College of Science, Coimbatore
Ast. Professor, School Of Communication, G.R. Damodaran College Of Science, Coimbatore
Abstract- This study aims to analyse the influence of celebrity
endorsement on the consumers purchase decision. The research
focuses on the consumers who have shown a very different yet
interesting way of recognising celebrities and stars. In a place
like India where stars and cricketers are idolised and looked up
to, marketers can see this opportunity promote their products and
create a wider consumer base.
Index Terms- Advertising, Celebritys, Customer Attitude,
Endorsers Attractiveness, Endorsers Credibility
I. INTRODUCTION
ndia is one country which has always idolized the species of
the celluloid world. Over three million television commercials
are made each year in India.80% people forget information in
just 24 hours. However, it is the increasing rate of such
endorsements, which forms a huge part of the advertisement
industry today. Whether celebrities create credibility for
companies or risk the identity of brands is a concern that will
continue to baffle advertisers. On the other siderite also continues
to impact the audience with the monotony of their presence and
their ability to make a difference to customers opinions. The
society that we live in can not only be called secular or
democratic, it should be more appropriately termed as overcommunicated these days.
READ ALREADY PUBLISHED WORK IN THE SAME
FIELD
A Study on the Impact of Celebrity Endorsement on the
Indian Consumers Purchase Decision: Author: Rohit Suresh
Jain
Impact of Celebrity Endorsed Advertisements On
Consumers: Author: Dr. Bimal Anjum, Sukhwinder Kaur
Dhanda, Sumeet Nagra
Celebrity Endorsement And Its Impact On Sales: A
Research Analysis Carried Out In India: Author: Dr Vipul
Jain
Determining Advertisements Efficiency: Celebrity
Endorsement versus Non-Celebrity Models: Author: Behnam
Forouhandeh ,Hadi Nejatian, Kulandayan Ramanathan, Behrad
Forouhandeh
Impact of Celebrity Advertisement on Customers
Brand Perception and Purchase Intention: Author: Qurat-UlAin Zafar, Mahira Rafique
Celebrity Endorsements and Brand Building: Author:
Piyush Rawtani
Investigate the Impact of Celebrity Endorsement on
Brand Image: Author: Bardia Yousef hakimi ,Abed Abedniya,
Majid Nokhbeh Zaeim
Celebrity Endorsement: A
Perspective: Author: Dr. Puja Khatri
Strategic
Promotion
Celebrity Endorsement-Hidden factors to success:
Author: Chabo Dime ,Saouma Joulyana
Celebrity Endorsement: Author: J. Lindeberg
BITS AND PIECES TOGETHER
II. RESEARCH METHODOLODY
Research Methodology is defined as a systematic effort to
gain knowledge. It is the way of systematically solving the
research problem. It may be understood as a science of studying
how research is done scientifically. My research will focus on
investigation influence of celebrity endorsement on the
consumers purchase decision. Research methodology is an
important phase in research study.
III. NATURE OF STUDY
The study is a quantitative one which has used structured
questionnaire to collect details from respondents in the age group
of 17-26. The study describes the Impact of celebrity on a brand,
Attitude towards celebrity endorsement, Value while purchasing
product, by nature it becomes a descriptive study.
IV. RESEARCH DESIGN
Research design is a logical and systematically plan
prepared for directing a research study. A research design is a
arrangement of condition for collection and analysis of data in a
manner that aims to combine relevance to the research purpose
with economy in procedure. It is the program that guides the
investigator in the process of collecting, analyzing and
interpreting data. It is used to find the opinion about celebrity
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International Journal of Scientific and Research Publications, Volume 3, Issue 11, November 2013
ISSN 2250-3153
endorsement. Descriptive research design is adopted in this
design.
SECONDARY DATA
Secondary data was collected from the internet, articles
from scholarly journals and books.
V. POPULATION
The population selected are college going students in the
age group of 17 to 26. The research was carried out in
Coimbatore.
SAMPLE SIZE
The sample size selected for this research is 200
respondents
SAMPLING TECHNIQUE
The research was conducted by administering questionnaire
which investigated the influence of celebrity endorsement on the
consumers purchase decision. A total of 200 questionnaires
were distributed to college going students and the data was
collected. There was no systematic pattern of selecting samples
involved in this study. Convenience sampling technique is
adopted in this study.
STUDY PERIOD
The study was conducted for a period of three
months.(February 2013 to April 2013)
DATA COLLECTION METHODS
In this research two methods are adopted for collecting the
data. They are primary and secondary data.
PRIMARY DATA
Primary data was collected with an aid of a Questionnaire.
The Questionnaire contains a series of questions arranged in a
proper order. The data collection was done using a questionnaire
of 18 questions, which consisted of closed and open ended
questions. The questionnaire was designed to collect data about
the influence of celebrity endorsement on the consumers
purchase decision
INDEPENDENT VARIABLE
The independent variables used in the study are
Age
Gender
Income
Qualification
DEPENDENT VARIABLE
The dependent variables used in the study are
Impact of celebrity on brand recognition
Attitude towards celebrity endorsement
Value while purchasing product
Image of celebrity endorsement
VI. RESEARCH QUESTIONS
1) How far celebrity advertising is more attractive than noncelebrity advertising?
2) Is Celebritys attractiveness going to have a direct impact
on the product?
3) How far celebrity endorsement have an impact on the
purchase decision?
USE OF SIMULATION SOFTWARE
ANALYSIS TOOL
Data analysis was done through the statistical package for
social science software. The package used was SPSS 17 for the
analysis of data.
Table 1
Table representing cross tabulation of age and factors considered when purchasing a product
N=200
PURCHASING
price of
product
AGE
Total
the celebrity
endorsement
quality of
product
the value of
money
the
Total
17-20
14
42
60
21-24
53
50
111
25 and above
14
81
5
12
10
102
0
5
29
200
From the above table, it can be interpreted that the
respondents in the age group 17-20 consider quality of the
product as an important factor when purchasing a product while
respondents in the age group 21-24 consider price of the product
whereas the age group 25 and above consider price of the
product as an important factor when purchasing a product.
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International Journal of Scientific and Research Publications, Volume 3, Issue 11, November 2013
ISSN 2250-3153
Graph 1
Pictorial representation of cross tabulation of age and factors considered when purchasing a product
Table 2
Table representing cross tabulation of gender and factors considered when purchasing a product
N=200
PURCHASING
price of
product
GENDER
Total
the celebrity
endorsement
quality of
product
the value of
money
the
Total
male
58
32
100
female
23
81
5
12
70
102
2
5
100
200
From the above table, it can be interpreted that the male respondents consider price of the product as an important factor when
purchasing a product while the female respondents consider quality of the product as an important factor when purchasing a product.
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International Journal of Scientific and Research Publications, Volume 3, Issue 11, November 2013
ISSN 2250-3153
Graph 2
Pictorial representation of cross tabulation of gender and factors considered when purchasing a product
Table 3
Table representing cross tabulation of qualification and factors considered when purchasing a product
N=200
PURCHASING
price of
product
QUALIFICATI ug
ON
pg
others
Total
the celebrity
endorsement
quality of the value of the
product
money
Total
29
53
88
39
39
88
13
81
1
12
10
102
0
5
24
200
From the above table, it can be interpreted that the UG respondents consider quality of the product as an important factor when
purchasing a product while the PG respondents consider both quality of the product and price of the product at the same level, but
others considers price of the product as an important factor when purchasing a product.
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International Journal of Scientific and Research Publications, Volume 3, Issue 11, November 2013
ISSN 2250-3153
Graph 3
Pictorial representation of cross tabulation of qualification and factors considered when purchasing a product
Table 4
Table representing cross tabulation of income and factors considered when purchasing a product
N==200
PURCHASING
price of
product
INCOME
Total
the celebrity
endorsement
quality of
product
the value of
money
the
Total
below 30000
20
47
70
30001-40000
18
40001and above
54
81
10
12
46
102
2
5
112
200
From the above table, it can be interpreted that the income below 30000 and income 30001-40000 consider quality of the product
as an important factor when purchasing a product while income above 40001 considers price of the product as an important factor
when purchasing a product.
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International Journal of Scientific and Research Publications, Volume 3, Issue 11, November 2013
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Graph 4
Pictorial representation of cross tabulation of income and factors considered when purchasing a product
Table 5
Table representing cross tabulation of age and celebrities impact on remembering a brand
N=200
REMEMBER
AGE
Total
strongly agree
agree
neutral
disagree
strongly disagree Total
17-20
21
12
11
12
60
21-24
12
50
14
16
19
111
25 and above
2
18
20
91
1
27
3
30
3
34
29
200
From the above table, it can be interpreted that all the respondents agree that celebrities play an important role in
remembering a brand.
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International Journal of Scientific and Research Publications, Volume 3, Issue 11, November 2013
ISSN 2250-3153
Graph 5
Pictorial representation of cross tabulation of age and celebrities impact on remembering a brand
Table 6
Table representing cross tabulation of gender and celebrities impact on remembering a brand
N=200
REMEMBER
GENDER
Total
strongly agree
agree
neutral
disagree
strongly disagree Total
male
10
54
11
16
100
female
8
18
37
91
16
27
14
30
25
34
100
200
From the above table, it can be interpreted that both male and female respondents agree that celebrities play an important role in
remembering a brand.
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International Journal of Scientific and Research Publications, Volume 3, Issue 11, November 2013
ISSN 2250-3153
Graph 6
Pictorial representation of cross tabulation of gender and celebrities impact on remembering a brand
Table 7
Table representing cross tabulation of qualification and celebrities impact on remembering a brand
N=200
REMEMBER
strongly agree
agree
nuetral
disagree
strongly disagree Total
QUALIFICATION ug
33
14
16
19
88
pg
45
11
11
12
88
others
3
18
13
91
2
27
3
30
3
34
24
200
Total
From the above table, it can be interpreted in all level of qualifications respondents agree that celebrities play an important role in
remembering a brand.
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International Journal of Scientific and Research Publications, Volume 3, Issue 11, November 2013
ISSN 2250-3153
Graph 7
Pictorial representation of cross tabulation of qualification and celebrities impact on remembering a brand
Table 8
Table representing cross tabulation of income and celebrities impact on remembering a brand
N=200
REMEMBER
INCOME
Total
strongly agree
agree
nuetral
disagree
strongly disagree Total
below 30000
31
10
13
12
70
30001-40000
18
40001and above
13
18
51
91
13
27
15
30
20
34
112
200
From the above table, it can be interpreted that in all level of income agrees to the statement that they recollect a brand just
because the celebrities are endorsing it.
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International Journal of Scientific and Research Publications, Volume 3, Issue 11, November 2013
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Graph 8
Pictorial representation of cross tabulation of income and celebrities impact on remembering a brand
Table 9
Table representing cross tabulation of age and attitude towards celebrity endorsement
N=200
POSITIVE IMAGE
AGE
Total
strongly agree
agree
neutral
disagree
disagree
Total
17-20
12
15
24
60
21-24
25
33
37
13
111
25 and above
9
46
10
58
6
67
3
10
1
19
29
200
From the above table, it can be interpreted that respondents in the age group of 17 to 20 and 21 to 24 are neutral to the idea of a
celebrity giving a positive image to the endorsed brand while respondents in the age group of 25 and above agree to this.
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International Journal of Scientific and Research Publications, Volume 3, Issue 11, November 2013
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Graph9
Pictorial representation of cross tabulation of age and attitude towards celebrity endorsement
Table \10
Table representing cross tabulation of gender and attitude towards celebrity endorsement.
POSITIVE IMAGE
GENDER
Total
strongly agree
agree
neutral
disagree
disagree
Total
male
33
26
33
100
female
13
46
32
58
34
67
7
10
14
19
100
200
From the above table, it can be interpreted that male strongly agree to the idea of a celebrity
endorsed brand while female are neutral to this.
giving a positive image to the
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International Journal of Scientific and Research Publications, Volume 3, Issue 11, November 2013
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Graph \10
Pictorial representation of cross tabulation of gender and attitude towards celebrity endorsement
Table 11
Table representing cross tabulation of qualification and attitude towards celebrity endorsement.
N=200
POSITIVE IMAGE
strongly agree
agree
neutral
disagree
disagree
Total
QUALIFICATION ug
20
24
33
88
pg
21
28
23
13
88
others
5
46
6
58
11
67
1
10
1
19
24
200
Total
From the above table, it can be interpreted that respondents from UG and others neutrally agrees to the idea of a celebrity giving
a positive image to the endorsed brand while PG respondents agrees to the statement.
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Graph 11
Pictorial representation of cross tabulation of qualification and attitude towards celebrity endorsement
Table 12
Table representing cross tabulation of income and attitude towards celebrity endorsement
N=200
POSITIVE IMAGE
INCOME
Total
strongly agree
agree
neutral
disagree
disagree
Total
below 30000
11
27
21
70
30001-40000
18
40001and above
32
46
26
58
38
67
4
10
12
19
112
200
From the above table, it can be interpreted that income between 30001-40000 and above 40000 neutrally agrees that they will get
a positive image, while income below 30000 agrees they will get a positive image if their favourite celebrity is endorsing a brand.
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Graph 12
Pictorial representation of cross tabulation of income and attitude towards celebrity endorsement
Table 13
Table representing cross tabulation of age and promotion of products by means of celebrity
endorsement
N=200
REASON
to be able to
easy recognition cannot generate increase
sales to
compete
of product
new ideas
and profits
strongly
Total
AGE
Total
17-20
29
20
60
21-24
60
14
30
111
25 and above
17
106
2
21
7
57
3
16
29
200
From the above table, it can be interpreted that all respondents think use of celebrity in endorsing a product leads to easy
recognition of the product.
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Graph 13
Pictorial representation of cross tabulation of age and promotion of products by means of celebrity endorsement
Table 14
Table representing cross tabulation of gender and promotion of products by means of celebrity
endorsement
N=200
REASON
to be able to
easy recognition cannot generate increase
sales to
compete
of product
new ideas
and profits
strongly
Total
GENDER
Total
male
54
13
27
100
female
52
106
8
21
30
57
10
16
100
200
From the above table, it can be interpreted that both male and female respondents think use of celebrity in endorsing a
product leads to easy recognition of the product.
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Graph 14
Pictorial representation of cross tabulation of gender and promotion of products by means of celebrity endorsement
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Table 15
Table representing cross tabulation of qualification and promotion of products by means of celebrity
endorsement
N=200
REASON
to be able to
easy recognition cannot generate increase sales to
compete
of product
new ideas
and profits
strongly
Total
QUALIFICATIO ug
N
pg
others
Total
47
26
88
44
14
25
88
15
106
0
21
6
57
3
16
24
200
From the above table, it can be interpreted from all level of qualification states celebrity endorsement
helps them to recognise a product easily.
Graph 15
Pictorial representation of cross tabulation of qualification and promotion of products by means of
celebrity
endorsement
Table 16
Table representing cross tabulation of income and promotion of products by means of celebrity endorsement
N=200
REASON
to be able to
easy recognition cannot generate increase
sales to
compete
of product
new ideas
and profits
strongly
Total
INCOME
Total
below 30000
35
19
10
70
30001-40000
18
40001and above
62
106
13
21
32
57
5
16
112
200
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From the above table, it can be interpreted that in all level of income agrees to the statement that celebrity endorsement helps
them to recognise a product easily.
Graph 16
Pictorial representation of cross tabulation of income and promotion of products by means of celebrity endorsement
Table 17
Table representing type of endorsement persuades the respondents personally to purchase products.
Frequency
Percent
Valid Percent
Cumulative
Percent
film star
102
51.0
51.0
51.0
famous personalities
33
16.5
16.5
67.5
Cricketer
30
15.0
15.0
82.5
common man as a brand 35
ambassadors
17.5
17.5
100.0
Total
100.0
100.0
200
From the above table, it can be interpreted that 51% of the respondents personally purchase products because of film stars
endorsement, while 17.5% purchase through common man as a brand ambassadors, 16.5% of people purchase through famous
personalities endorsement and only 15% of respondents purchase their products through cricketers endorsements.
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Graph 17
Pictorial representation of type of endorsement persuades the respondents personally to purchase products.
Table 18
Table representing respondents favourite celebrities with the product and the service they endorse.
FAVORITE CELEBRITY
Valid
Frequency
Percent
Valid Percent
Cumulative
Percent
Sachin -boost
79
39.5
39.5
39.5
Priyanka-pleasure
40
20.0
20.0
59.5
Virat kohli-toyota liva 39
19.5
19.5
79.0
Others
42
21.0
21.0
100.0
Total
200
100.0
100.0
From the above table, it can be interpreted that 39.5% of the respondents agrees that Sachin Tendulkar is the best endorser, while
20% of the respondents states that Priyanka Chopra is their favourite endorser. Virat kohli is the best endorser for Toyota liva with
19.5%,rest of the celebrities share a percentage of 21.0.
Table 19
Table representing the means of advertisement persuading the respondents the most to purchase a product
Valid
Frequency
Percent
Valid Percent
Cumulative
Percent
television
138
69.0
69.0
69.0
newspaper
16
8.0
8.0
77.0
magazine
12
6.0
6.0
83.0
Internet
34
17.0
17.0
100.0
Total
200
100.0
100.0
From the above table, it can be interpreted that 69% of the respondents are persuaded to buy a product by means of television
while 17% by the internet and 8% by newspaper whereas only 6% of the respondents are persuaded to buy a product by means of
magazines.
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Table 20
Table representing the type of endorsement persuading the respondents the most to purchase a product
Valid
Frequency
Percent
Valid Percent
Cumulative
Percent
Filmstar
102
51.0
51.0
51.0
famous personalities
33
16.5
16.5
67.5
Cricketer
30
15.0
15.0
82.5
common man as a brand 35
ambassador
17.5
17.5
100.0
Total
100.0
100.0
200
From the above table, it can be interpreted that 51% of the respondents are persuaded to buy a product when endorsed by film
stars while 17.5% by the common man and 16.5% by famous celebrities whereas 15% of the respondents are persuaded to buy a
product when endorsed by cricketers.
Table 21
Table representing the opinion for statements that determine the purchase of celebrity endorsed products
I buy a product
based on the
attractiveness of
the celebrity.
I remember a
brand
just
because
the
celebrities are
endorsing it.
I buy a product
just because the
celebrities are
using it.
I think celebrity
endorsement is
an
important
factor when I
make
my
decision.
I dont believe
the celebrities
also use those
products which
they themselves
endorse.
I would buy a
brand if my
favourite
celebrity
is
endorsing it.
Strongly
Agree
Agree
Neutral
Disagree
Strongly
Disagree
61
30.5%
35
17.5%
23
11.5%
37
18.5%
44
22%
18
9%
91
45.5%
27
13.5%
30
15%
34
17%
26
13%
31
15.5%
49
24.5%
34
17%
60
30%
17
8.5%
47
23.5%
51
25.5%
50
25%
35
17.5%
56
28%
61
30.5%
49
24.5%
14
7%
20
10%
30
15%
41
20.5%
39
19.5%
48
24%
42
21%
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From the above table, the following are interpreted: 30.5% of the respondents strongly agree that the purchase of a product is based on the attractiveness of the celebrity.
45.5% of the respondents agree that they remember a brand just because the celebrities are endorsing it.
30% of the respondents strongly disagree that they buy a brand just because the celebrities are using it.
25.5% of the respondents are neutral to the idea that they think celebrity endorsement is an important factor when they make
their decision.
30.5% of the respondents agree that they dont believe the celebrities also use those products which they themselves endorse.
24% of the respondents disagree that they would buy a brand if their favourite celebrity is endorsing it.
Table 22
Table representing the opinion for statements that deals with celebrity image or appeal
My
favourite
celebrity gives a
positive image to
the
endorsed
brand.
I always compare
the product I own
with the product
the celebrities are
endorsing.
I dont believe
products
specifically
advertised by the
celebrities are of
good quality.
I think investing
large amount of
money for using
celebrities helps
companies
to
increase their total
revenue.
I think celebrity
endorsement help
in strong brand
promotion.
I will stop buying a
brand
if
my
favourite celebrity
endorsing it gets
involved
in
scandal.
Strongly
Agree
Agree
Neutral
Disagree
Strongly
Disagree
46
23%
58
29%
67
33.5%
10
5%
19
9.8%
16
8%
57
28.5%
39
19.5%
46
23%
42
21%
48
24%
59
29.5
68
34%
12
6%
13
6.5%
41
20.5%
79
39.5%
58
29%
19
9.5%
1.5%
57
28.5%
80
40%
42
21%
17
8.5%
2%
22
11%
37
18.5%
76
38%
39
19.5%
26
13%
From the above table, the following are interpreted: 33.5% of the respondents are neutral to the idea that their favourite celebrity gives a positive image to the endorsed brand.
28.5% of the respondents agree that they always compare the product they own with the product the celebrities are endorsing.
34% of the respondents agree that they dont believe products specifically advertised by the celebrities are of good quality.
39.5% of the respondents agree that they think investing large amount of money for using celebrities helps companies to
increase their total revenue.
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40% of the respondents are neutral to the idea that they think celebrity endorsement help in strong brand promotion.
38% of the respondents are neutral to the idea that they will stop buying a brand if my favourite celebrity endorsing it gets
involved in scandal.
Table 23
Table representing how ideal are the celebrities as a brand endorsers.
Name of the
celebrity
Sachin
Shahrukh
Amitabh
Aamir
Saif
Virat
Aishwarya
Dhoni
Priyanka
Abhishek
Excellent
Average
Poor
151
119
127
96
43
87
114
97
70
41
75.5%
59.5%
63.5%
48%
21.5%
43.5%
57%
48.5%
35%
20.5%
44
73
58
80
127
82
67
72
103
102
22%
36.5%
29%
40%
63.5%
41%
33.5%
36%
51.5%
51.5%
5
8
15
24
30
31
19
31
27
57
2.5%
4%
7.5%
12%
15%
15.5%
9.5%
15.5%
13.5%
28.5%
From the table above interpret the following: 75.5% of respondents agree that sachins
endorsement is excellent while 22%of respondents
give the idea that he is average but only 2.5% says
he is poor for endorsing brands.
59.5% of respondents agree that Sharukh khans
endorsement is excellent while 36.5%of
respondents give the idea that he is average but
only 4% says he is poor for endorsing brands.
63.5% of respondents agree that Amitabhs
endorsement is excellent while 29%of respondents
give the idea that he is average but only 7.5% says
he is poor for endorsing brands.
48% of respondents agree that AmirKhans
endorsement is excellent while 40%of respondents
give the idea that he is average but only 12% states
that he is poor for endorsing brands.
63.5% of respondents states that Saif Ali Khans
endorsement is average while 21%of respondents
gives the idea that he is excellent but only 15%
states that he is poor for endorsing brands.
43.5% of respondents states that Virat s
endorsement is excellent while 41 %of respondents
gives the idea that he is average but only 15.5%
states that he is poor for endorsing brands.
57% of respondents states thats Aishwarya Rois
endorsement is excellent while %of respondents
gives the idea that he is average but only % states
that he is poor for endorsing brands.
48.5% of respondents state that Dhonis
endorsement is excellent while 36%of respondents
give the idea that he is average but only 15.5%
states that he is poor for endorsing brands.
70% of respondents states that Priyanka s
endorsement is excellent while 51.5% of
respondents gives the idea that he is average but
only13.5 % states that he is poor for endorsing
brands
51.5% of respondents states that Abishek s
endorsement is average while 40% of respondents
gives the idea that he is average 28.5 % states that
he is poor for endorsing brands
VII. CONCLUSION
The research explains about the impact or influence of celebrity
endorsement in purchasing products. After conducting a study on
this here are some of the conclusions
51% of the respondents consider quality of the product
as an important factor while purchasing a product
45.5% respondents are able to recollect the brand that is
endorsed by the celebrity.
53% of respondents agree that celebrity endorsement
helps them to recognize a product.
23% of respondents strongly agree that they will get a
positive image if their favourite celebrity endorses a
product.
51% of the respondents state that film stars
endorsements persuades them personally to purchase
products.
69% of respondents state that television is means of
advertisement persuades them most to purchase a
product.
39.5% of respondents s strongly agrees that Sachin
Tendulkar is the best celebrity endorser among all
others.
30.5% of respondents strongly agrees that they buy a
product based on the attractiveness of the celebrity.
30.5% of respondents agree that they dont believe the
celebrities also use those products which they
themselves endorse.
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28.5% of respondents agrees that always compare the
product they own with the product the celebrities are
endorsing
39.5% of respondents agree that investing large amount
of money for using celebrities helps companies to
increase their total revenue.
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40% of respondents agree that celebrity endorsement
help in strong brand promotion.
APPENDIX
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ISSN 2250-3153
ACKNOWLEDGEMENT
Working on this dissertation has been an incredible
experience for me. For this, I would like to thank a lot of people
without whose co-operation and support; this research would not
have been possible.
Firstly, I would like to thank my guide Ms G. Radha and
also the (Head of the Department) for her continuous guidance
and support. She has been of remarkable help to me in assisting
me throughout my dissertation and would like to appreciate from
my side. Her valuable feedback and comments have greatly
helped me to structure my dissertation and also to complete my
dissertation on time.
I also would like to thank the Principal Dr. P Santha and all
the faculty members of my department.
I am grateful to Almighty God and to my parents for their
never-ending support and faith in me. Without their presence and
blessing, carrying out this research would have been rather
difficult.
I would also like to sincerely thank all the respondents for
their precious time and useful insights on the research topic and
who have patiently expressed their views to help me carry on
with my dissertation. In the end, I am thankful to my friends
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directly and indirectly, for their constant
encouragement and being there for me always.
source
of
REFERENCES
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[3] http://www.internationalconference.com.my/proceeding/2ndicber2011_proc
eeding/4062nd%20ICBER%202011%20PG%2022132226%20Advertising%20Models.pdf
[4] http://www.ktu.lt/lt/mokslas/zurnalai/ekovad/16/1822-6515-2011-1215.pdf
[5] http://www.ajbms.org/articlepdf/ajbms201211i11104.pdf
[6] http://openpolicyontario.pbworks.com/f/Celebrity-EndorsementsReport1+%282%29.pdf
[7] http://www.satishserial.com/issn0972-9348/finaljournal03.pdf
[8] http://www.unihamburg.de/fachbereicheeinrichtungen/fb03/ihm/Impact_of_Celebrity_End
orsement.pdf
[9]
http://www.icmis.net/aims-international/aims9/aims9cd/pdf/P9813Final.pdf
[10] http://edissertations.nottingham.ac.uk/2069/1/08MAlixrs13.pdf
[11] http://arno.uvt.nl/show.cgi?fid=115680
[12] Friedman, H. H., & Friedman, L. (1979). Endorser Effectiveness by
Product Type.Journal Advertising Research, Vol. 19(5), pages67-71.
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AUTHORS
First Author G.Radha ( HOD, School of Communication,
G.R. Damodaran College of Science, Coimbatore)
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Second Author Jija.P (Ast. Proffessor, School of
Communication, G.R. Damodaran College of Science,
Coimbatore)
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