Innovative celebrity endorsement and consumer purchase
Journal of Contemporary Issues in Business and Government,
2020, Volume 26, Issue 2, Pages 678-684
10.47750/cibg.2020.26.02.095
Abstract
The research paper titled to study about the impact of consumer buying behaviour on celebrity endorsement. The objective of the study to study and examine the purchase intention of celebrity endorsement in respect to brand quality, brand usage and brand recognition. The tools used in the study are frequency analysis, independent t-test, one-way ANOVA, regression analysis. It is found that consumer behaviour relates t the brand perception, brand quality and brand image.
Keywords:
Main Subjects:
- A.C.Gomathi, S.R.Xavier Rajarathinam, A.Mohammed Sadiqc, Rajeshkumar, 2020. Anticancer activity of silver nanoparticles synthesized using aqueous fruit shell extract of Tamarindus indica on MCF-7 human breast cancer cell line. J. Drug Deliv. Sci. Technol. 55.
- Agrawal, P., Dubey, S.K., 2012. Celebrities: the linking pin between brands & their customer. International Journal of Management & Business Studies 2, 56–60.
- Danda, A.K., Ravi, P., 2011. Effectiveness of postoperative antibiotics in orthognathic surgery: a meta-analysis. J. Oral Maxillofac. Surg. 69, 2650–2656.
- Danda, A.K., S, R., Chinnaswami, R., 2009. Comparison of gap arthroplasty with and without a temporalis muscle flap for the treatment of ankylosis. J. Oral Maxillofac. Surg. 67, 1425–1431.
- David, A., Ahmed, R.R., Ganeshkumar, C., Sankar, J.G., 2020. Consumer purchasing process of organic food product: An empirical analysis. Quality - Access to Success 21, 128–132.
- Dua, K., Wadhwa, R., Singhvi, G., Rapalli, V., Shukla, S.D., Shastri, M.D., Gupta, G., Satija, S., Mehta, M., Khurana, N., Awasthi, R., Maurya, P.K., Thangavelu, L., S, R., Tambuwala, M.M., Collet, T., Hansbro, P.M., Chellappan, D.K., 2019. The potential of siRNA based drug delivery in respiratory disorders: Recent advances and progress. Drug Dev. Res. 80, 714–730.
- Edwards, S.M., Lee, J.K., Ferle, C.L., 2009. Does Place Matter When Shopping Online? Perceptions of Similarity and Familiarity as Indicators of Psychological Distance. Journal of Interactive Advertising 10, 35–50.
- Ezhilarasan, D., Apoorva, V.S., Ashok Vardhan, N., 2019. Syzygium cumini extract induced reactive oxygen species-mediated apoptosis in human oral squamous carcinoma cells. J. Oral Pathol. Med. 48, 115–121.
- Kamen, J.M., Azhari, A.C., Kragh, J.R., 1975. What a spokesman does for a sponsor. J. Advert. Res. 15, 17–24.
- Keller, K.L., 1998. Branding perspectives on social marketing. ACR North American Advances.
- Krishnan, R., Chary, K.V., 2015. A rare case modafinil dependence. J. Pharmacol. Pharmacother. 6, 49–50.
- Manivannan, I., Ranganathan, S., Gopalakannan, S. et al., 2018. Mechanical Properties and Tribological Behavior of Al6061–SiC–Gr Self-Lubricating Hybrid Nanocomposites. Trans Indian Inst Met 71, 1897–1911.
- McCracken, G., 1989. Who is the celebrity endorser? Cultural foundations of the endorsement process. J. Consum. Res. 16, 310–321.
- McCutcheon, L.E., Lange, R., Houran, J., 2002. Conceptualization and measurement of celebrity worship. Br. J. Psychol. 93, 67–87.
- Nagdev, K., Singh, R., 2016. Impact of Celebrity endorsement on Students’ Buying Behaviour: an Indian Perspective. Nagdev, Kritika & Singh, Raman Preet (2016), Impact of Celebrity endorsement on Students’ Buying Behaviour: an Indian Perspective, Anveshanam, The Journal of Management 4, 48–61.
- Narayanan, V., Kannan, R., Sreekumar, K., 2009. Retromandibular approach for reduction and fixation of mandibular condylar fractures: a clinical experience. Int. J. Oral Maxillofac. Surg. 38, 835–839.
- Narayanan, V., Ramadorai, A., Ravi, P., Nirvikalpa, N., 2012. Transmasseteric anterior parotid approach for condylar fractures: experience of 129 cases. Br. J. Oral Maxillofac. Surg. 50, 420–424.
- Neelakantan, P., John, S., Anand, S., Sureshbabu, N., Subbarao, C., 2011. Fluoride release from a new glass-ionomer cement. Oper. Dent. 36, 80–85.
- Neelakantan, P., Sharma, S., 2015. Pain after single-visit root canal treatment with two single-file systems based on different kinematics--a prospective randomized multicenter clinical study. Clin. Oral Investig. 19, 2211–2217.
- Neelakantan, P., Subbarao, C., Sharma, S., Subbarao, C.V., Garcia-Godoy, F., Gutmann, J.L., 2013. Effectiveness of curcumin against Enterococcus faecalis biofilm. Acta Odontol. Scand. 71, 1453–1457.
- O’Mahony, S., Meenaghan, T., 1998. The Impact of Celebrity Endorsements on Customers.
- Panchal, V., Jeevanandan, G., Subramanian, E.M.G., 2019. Comparison of post-operative pain after root canal instrumentation with hand K-files, H-files and rotary Kedo-S files in primary teeth: a randomised clinical trial. Eur. Arch. Paediatr. Dent. 20, 467–472.
- Prasanna, N., Subbarao, C.V., Gutmann, J.L., 2011. The efficacy of pre-operative oral medication of lornoxicam and diclofenac potassium on the success of inferior alveolar nerve block in patients with irreversible pulpitis: a double-blind, randomised controlled clinical trial. Int. Endod. J. 44, 330–336.
- Priya S, R., Krishnan, C., S, J.R., Das}, J., 2009. Growth and characterization of NLO active lithium sulphate monohydrate single crystals. Crystal research and technology 44, 1272–76`.
- Rajeshkumar, S., Menon, S., Venkat Kumar, S., Tambuwala, M.M., Bakshi, H.A., Mehta, M., Satija, S., Gupta, G., Chellappan, D.K., Thangavelu, L., Dua, K., 2019. Antibacterial and antioxidant potential of biosynthesized copper nanoparticles mediated through Cissus arnotiana plant extract. J. Photochem. Photobiol. B 197, 111531.
- Ramadurai, N., Gurunathan, D., Samuel, A.V., Subramanian, E., Rodrigues, S.J.L., 2019. Effectiveness of 2% Articaine as an anesthetic agent in children: randomized controlled trial. Clin. Oral Investig. 23, 3543–3550.
- Ramakrishnan, M., Dhanalakshmi, R., Subramanian, E.M.G., 2019. Survival rate of different fixed posterior space maintainers used in Paediatric Dentistry - A systematic review. Saudi Dent J 31, 165–172.
- Ramesh, A., Varghese, S.S., Doraiswamy, J.N., Malaiappan, S., 2016. Herbs as an antioxidant arsenal for periodontal diseases. J Intercult Ethnopharmacol 5, 92–96.
- Ringold, D.J., Weitz, B., 2007. The American Marketing Association Definition of Marketing: Moving from Lagging to Leading Indicator. Journal of Public Policy & Marketing 26, 251–260.
- Roll, M., 2006. Asian Brand Strategy. In: Roll, M. (Ed.), Asian Brand Strategy: How Asia Builds Strong Brands. Palgrave Macmillan UK, London, pp. 96–128.
- Sankar, J.G., Valan, P., Siranjeevi, M.S., 2020. Various Models to Evaluate Quality in the Service Industry. In: Digital Transformation and Innovative Services for Business and Learning. IGI Global, pp. 181–194.
- Venugopalan, S., Ariga, P., Aggarwal, P., Viswanath, A., 2014. Magnetically retained silicone facial prosthesis. Niger. J. Clin. Pract. 17, 260–264.
- Article View: 70
- PDF Download: 86