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Evaluation of Celebrity Endorsements on Consumer Perception and Brand Equity in Indian Market

Evaluation of Celebrity Endorsements on Consumer Perception and Brand Equity in Indian Market
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Author(s): Ankita Sen Negi (AdFactors PR, India) and Payel Das (St. Joseph's Degree and PG College, India)
Copyright: 2020
Pages: 14
Source title: Global Branding: Breakthroughs in Research and Practice
Source Author(s)/Editor(s): Information Resources Management Association (USA)
DOI: 10.4018/978-1-5225-9282-2.ch005

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Abstract

One of the most popular forms of marketing strategy to endorse a product or a brand is celebrity endorsement. Masses are big fan of celebrities both films or sports industry. Hence, using celebrities for brand or social welfare activities is a common phenomenon. Consumers do not purchase a product not because of their love and trust on the celebrity only. This study is aimed at finding the relation in building brand equity and the celebrity endorsers. This research infers the relationship between consumer perception formed through celebrity endorsements and its impact brand equity. It is also inferred from the study that celebrity endorsement fit for a product has a positive effect on consumer perception, hence building brand equity.

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