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IJSTR >> Volume 9 - Issue 2, February 2020 Edition



International Journal of Scientific & Technology Research  
International Journal of Scientific & Technology Research

Website: http://www.ijstr.org

ISSN 2277-8616



Measuring The Impact Of Celebrity Endorsement On Consumer Purchase Intention Of Beauty Soap In Indian Context

[Full Text]

 

AUTHOR(S)

Smita Chakraborty, Arunangshu Giri, Swatee Biswas, Manigrib Bag

 

KEYWORDS

Celebrity Endorsement, Consumer Purchase Intention, Beauty Soap, Marketing Strategy, Indian Context

 

ABSTRACT

Celebrity Endorsement is a marketing strategy whose purpose is to use one or more celebrities to advertise a certain product or service. The primary goal of marketers is to reach a mass of audience represented by a celebrity. It helps to build brand equity, help viewers remember the advertisement and help to make the brand different from the rest. This study will examine and measure the impact of celebrity endorsement on consumer purchase intention of Beauty Soap in Indian context. It will also analyze how celebrity endorsement as a tool can affect advertising and how it influences the viewers and the society. In this study, Multiple Regression Analysis was used to analyze collected primary and secondary data and to build a research model by using SPSS-23 software.

 

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