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Table of Contents

Table of ContentsCHAPTER ONE—Introduction ........................................................................................... 1
CHAPTER ONE—Introduction ....................................................................................................................... 2
Introduction .................................................................................................................................................. 2

2009). p. Mir & Farooq. The respective product endorsed by the celebrity can be transferred into a more favourable consumer attitude by product evaluation and credibility or the trust factor associated with the celebrity. The present study is based upon the influence of celebrity endorsements on consumer buying behavior towards the products of Nike. 2014). significance of the conducted study and . such factor include primarily the match between the product endorsed and the respective celebrity (Ahmed. They can be regarded as one of the most potent tools through which advertisers tend to leverage the identification and image of a specified celebrity in order to promote their product or company. Farooq & Iqbal. In the present era celebrity endorsements have been recognized and identified as one of the most commonly employed tools for advertising and customer communication. it is also observed that advertisers make considerable effort to hire such celebrities who are equally attractive. CHAPTER ONE—Introduction Introduction It is the mutual objective if each and every advertisement to create awareness and arouse interest within the customers.584). This chapter deals with the basic introduction followed by contextual background. study rationale. Moreover. These factors may prove the importance of such endorsements but there are other factors that can affect the efficiency of these type of advertisements. reputable as well as credible in order to bring about a comprehensive impact on the customers (Ahmed. 2012. Different strategies and advertising patterns have been adopted from time to time in order to achieve this objective. Endorsement can be considered as a channel for communication of a specified brand in which a celebrity acts as brand’s communication channel and certifies the particular brand’s claim and image by extending his/her popularity stature in the specified brand field (Mukharjee.

advertisements are used as the most efficient bombardment tool in order to attain competitive advantage. it also deals with the annotation of study aims and objectives as well as the basic research problems. As celebrities are largely connected to the general public hence celebrity endorsements can be considered as a legitimate approach to attract maximum number of target customers (Ahmed. Celebrities are defined as individuals that are well known in public because of their attractiveness or credibility or because of a combination of both these attributes. On the other hand. They are also considered as the most influential icons in the literate as well as illiterate divisions of the society (Dengra. . Farooq & Iqbal. 2012).outlines the basic study structure. Contextual Background Due to cut throat competition in the present era. 2014). Moreover. endorsement can be regarded as the utilization of media of all forms in order to increase the sales and recall value of a specified product or brand. It is estimated that celebrity endorsements were initiated in the late 80s when various TV stars as well as sportspersons began encroaching the advertisement campaigns (Girighar. 2014).

1-5.V.nsga. Credibility of Celebrity Endorsement and Buying Intentions an Evidence from Students of Islamabad. S. Farooq. N. and Khan. Impact of Celebrity Endorsement on Consumer Buying Behaviour. Effect of celebrity endorsement on customers’ buying behavior: A perspective from Pakistan... 2014.ictbm.pdf Ahmed.A. http://www. Available at SSRN 1444814.Interdisciplinary Journal of Contemporary Research in Business.. Influence of celebrity endorsement on consumer purchase intention for existing products: a comparative study. Dhanda. Ahmed. A. M. S.. Sagar Kumar. KHAN.org/ictbm15/ICTBM15CD/pdf/D5181-final.A. Pakistan.. Randhawa. Giridhar. S. and Nagra. (2016). and Rameez ul Hassan.K.. Dengra. 2015. M.. International Letters of Social and Humanistic Science Vol. O. pp. 2014.4(1). Seedani. 20 (2014). Manoj Kumar and Paryani.org/globalassets/management-conference-archives/2013/karla-mccormick. Impact of Celebrity Endorsement on Consumer Buying Behavior. J. RAJ (2014).A. 2015). pp..References Mukherjee.22-33. D.Sumeet Kumar and Ahuja. Jamil. S. Asia Pacific Journal of Marketing & Management Review. International Journal of Business Economics & Management Research. and Paryani.1-23.. K. Impact of Celebrity Endorsement on Customer’s Buying Behaviour with Reference to Indore City. and Iqbal. 2014. https://www. 2009. Syed Rameez ul Hassan. A. Impact of Celebrity Endorsement on Consumer Buying Behavior (September 27.. D. R. S. INFLUENCE OF CELEBRITY ENDORSEMENT ON CONSUMER PURCHASE DECISION: A CASE OF KARACHI.A. Impact of celebrity endorsements on brand image. and Farooq.. F. pp. Impact of celebrity endorsed advertisements on consumers. M. pp. Ahuja.J. pp. .pdf Ahmed. 1(2). Effects of Celebrity Endorsements on Consumer Buying Behavior and Branding of a Brand ZENITH. pp. R...584-592. and LODHI. 2012. 2012. Anjum. O. Journal of Management Info.1-13. M. Raheem. 4(5).. 2012. (2014).. B. Mir.92-102.K. S.K.. International Journal of Economic.2(7). Influence of celebrity endorsement on consumer purchase intention for existing products: a comparative study.