Welcome to Scribd, the world's digital library. Read, publish, and share books and documents. See more
Download
Standard view
Full view
of .
Look up keyword
Like this
1Activity
0 of .
Results for:
No results containing your search query
P. 1
ABSTRACTS - CELBRITY ENDORSEMENT IN ADVERTISEMENTS THROUGH WEBSITES

ABSTRACTS - CELBRITY ENDORSEMENT IN ADVERTISEMENTS THROUGH WEBSITES

Ratings: (0)|Views: 1|Likes:
Published by N.MUTHUKUMARAN
ABSTRACTS - CELBRITY ENDORSEMENT IN ADVERTISEMENTS THROUGH WEBSITES
ABSTRACTS - CELBRITY ENDORSEMENT IN ADVERTISEMENTS THROUGH WEBSITES

More info:

Categories:Types, Research
Published by: N.MUTHUKUMARAN on Nov 19, 2012
Copyright:Attribution Non-commercial

Availability:

Read on Scribd mobile: iPhone, iPad and Android.
download as DOCX, PDF, TXT or read online from Scribd
See more
See less

09/28/2013

pdf

text

original

 
MBA PROJECT BOYZ
CELBRITYENDORSEMENT INADVERTISEMENTSTHROUGHWEBSITES
PROJECT
 
ABSTRACTS
FOR FULL PROJECT PURCHASECONTACT :MUTHUKUMARAN
 – 
9994109815, 8925850892
 
MBA PROJECT BOYZ
A person well-known in a society can have greater impact than a celebrity of adifferent world. If the endorser and receiver have similar needs, goals, interests and lifestyles,the position advocated by the brand communication is better understood and received.Similarity is also used to create a situation where the consumer feels empathy for the personshown in the commercial. The attitude of customer is continuously changing and there isneed to identify the effectiveness of the celebrity endorsement through websites . This studyarises the question and gave a answer of celebrity endorsements through websites.Using a celebrity in advertising or for any, other type of communication for brandbuilding is likely to positively affect customers' brand preference, brand attitude, brandassociation and purchase intentions. To ensure positive results, however, it is critical foradvertisers to have a clear understanding of customer's reactions and reinforcement of celebrity endorsement. The impact of celebrity endorsements through websites on any brandas well as on customer's purchase decision is very critical. This is the reason for this analysis.Main objective of the study is to know the effectiveness of Celebrity based websiteadvertisement on the purchase attitude of customers and
to know about the customer’s
perception towards the celebrity endorsement through websites through websitesRandom sampling has been resorted to. The focus was on the behavioral pattern andthe impact of celebrity endorsements on the purchase attitude of the consumers towardsproducts. Probabilistic sampling design has been used to conduct the research. Sampling unitis the basic unit containing the elements of a target population. The sampling unit of the studyis only the viewers of advertisement in Coimbatore City. The study contains a sample size of 300 viewers of advertisement in Coimbatore City.
Tools Used For Data Analysis
 
Percentage Analysis
 
Chi-squareTestDespite the obvious economic advantage of using relatively unknown personalities asendorsers in advertising campaigns, the choice of celebrities to fulfill that role has becomecommon practice for brands competing in today's cluttered media environment. There areseveral reasons for such extensive use of celebrities. Because of their high profile, celebritiesmay help advertisements stand out from the surrounding clutter, thus improving their

You're Reading a Free Preview

Download
scribd
/*********** DO NOT ALTER ANYTHING BELOW THIS LINE ! ************/ var s_code=s.t();if(s_code)document.write(s_code)//-->