TABLE OF CONTENTS

Content Page No.

Chapter 1: Introduction
1.1 Background of the topic
1.2 Introduction to the topic
1.2.1 Celebrity
1.2.2 Celebrity Endorsement
1.2.3 Types of celebrity Endorsement
1.2.4 Celebrity Endorser Criteria
1.2.5 Reasons for Celebrity Endorsement
1.2.6 Advantages of Celebrity Endorsement
1.2.7 Disadvantages of Celebrity Endorsement
1.2.8 Advantages for Celebrities
1.2.9 Disadvantages for Celebrities

Chapter 2: Design of the Study

2.1 Research Aim
2.2 Research Objectives
2.3 Research Questions
2.4 Problem Statement
2.5 Research Justification
2.6 Review of Literature
2.6.1 Celebrity Endorser
2.6.2 Celebrity Endorsement
2.6.3 Celebrity versus Non-Celebrity Endorsement
2.6.4 Celebrity Endorsement as a Marketing Communication Tool
2.6.5 Consumer buying behavior
2.6.6 Types of Consumer buying behaviour
2.7 Formulation of Hypothesis
2.8 Research Methodology
2.8.1 Research Design
2.8.2 Research Approach
2.8.3 Variables identified for Research
2.8.4 Research tools and Techniques
2.9 Limitations of the Study

Chapter 3: Profile of Sample Respondents

3.1 Demography
3.2 Age Group
3.3 Gender
3.4 Occupation
3.4 Qualification
3.5 Income
Chapter 4: Analysis and Interpretation

4.1 Analysis and Interpretation of hypothesis 1

4.2 Conclusion of hypothesis 1
4.3 Analysis and Interpretation of hypothesis 2
4.4 Conclusion of hypothesis 2
4.5 Analysis and Interpretation of hypothesis 3
4.6 Conclusion of hypothesis 3

Chapter 5: Summary of Findings, Conclusions and Suggestions

5.1 Findings
5.2 Conclusions
5.3 Suggestions

References