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Stream/Area:
-
Subject:
-
Paper ID:
10.55041/IJSREM11917
Volume:
6 |
3 |
Mar 2022
Pages:
Publication Frequency:
Monthly (12 issues per year)
License:International Journal of Scientific Research in Engineering and Management follows the Creative Commons Attribution 4.0 (CC BY 4.0) License, allowing free use and distribution with proper attribution.
The research looks at the influence that different celebrity endorsements have on customer attitude development and purchasing behaviour. Celebrity endorsements are omnipresent these days. Companies desire to hire celebrities because they combine two crucial factors: they are famous and customers are drawn to them. Consumers are drawn to advertising that feature an attractive person or star. With beautiful celebrities, brand recall was also greater, and the same was said for the loved celebrity. The purpose of this research is to determine if corporations that spend millions on bringing in celebrities are truly causing attitude and buy behaviour changes within their target audience and are capable of generating purchase and repeat purchases. A poll of 334 participants was undertaken for this aim.
KEYWORDS
Publication Date
3/24/2022
Peer Review Type
Double-Blind Peer Review
Review Rounds: 2
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Conflict of Interest
The authors declare no conflict of interest related to this research work.
Funding Information
No funding information available for this research.
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