IJSRP, Volume 3, Issue 11, November 2013 Edition [ISSN 2250-3153]
G.Radha, Jija.P
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.