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Abstracts - Celbrity Endorsement in Advertisements Through Websites

Abstracts - Celbrity Endorsement in Advertisements Through Websites

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Published by N.MUTHUKUMARAN
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Published by: N.MUTHUKUMARAN on Jan 04, 2014
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01/04/2014

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MBA PROJECT BOYZ
CELBRITY ENDORSEMENT IN ADVERTISEMENTS THROUGH WEBSITES
PROJECT
 
ABSTRACTS
 
MBA PROJECT BOYZ
A person well-known in a society can have greater impact than a celebrity of a different 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 person shown in the commercial. The attitude of customer is continuously changing and there is need to identify the effectiveness of the celebrity endorsement through websites . This study arises the question and gave a answer of celebrity endorsements through websites. Using a celebrity in advertising or for any, other type of communication for brand  building is likely to positively affect customers' brand preference, brand attitude, brand association and purchase intentions. To ensure positive results, however, it is critical for advertisers to have a clear understanding of customer's reactions and reinforcement of celebrity endorsement. The impact of celebrity endorsements through websites on any brand as 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 website advertisement on the purchase attitude of customers and t
o know about the customer’s
 perception towards the celebrity endorsement through websites through websites Random sampling has been resorted to. The focus was on the behavioral pattern and the impact of celebrity endorsements on the purchase attitude of the consumers towards  products. Probabilistic sampling design has been used to conduct the research. Sampling unit is the basic unit containing the elements of a target population. The sampling unit of the study is 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-squareTest Despite the obvious economic advantage of using relatively unknown personalities as endorsers in advertising campaigns, the choice of celebrities to fulfill that role has become common practice for brands competing in today's cluttered media environment. There are several reasons for such extensive use of celebrities. Because of their high profile, celebrities may help advertisements stand out from the surrounding clutter, thus improving their

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