The Effectiveness of the Celebrity Advertisement Process and its Impact on Buying Intention (Record no. 51133)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 02174nam a2200205 4500 |
| 003 - CONTROL NUMBER IDENTIFIER | |
| control field | OSt |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20190411143741.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 190411b ||||| |||| 00| 0 eng d |
| 100 ## - MAIN ENTRY--PERSONAL NAME | |
| Personal name | S., Sathyanarayana |
| 9 (RLIN) | 33462 |
| 245 ## - TITLE STATEMENT | |
| Title | The Effectiveness of the Celebrity Advertisement Process and its Impact on Buying Intention |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | 50-62 p. |
| 505 ## - FORMATTED CONTENTS NOTE | |
| Formatted contents note | It has been observed that advertisements with celebrities create a great influence among the younger generation. Marketers spend considerable amounts on celebrities based upon the belief that celebrity endorsed advertisements are reliable, and that they have the knowledge about the brand, product recall, instant awareness, and retention of the products (Cooper, 1984) is quite more in those brands endorsed by the celebrities. Therefore, the current study attempted to know the determinants of factors such as Attractiveness of the celebrity (X1), Celebrity credibility (X2), and Celebrity expertise (X3) that determined the buying intention of the respondents. A sample size of 220 respondents was considered for the purpose of the study. On performing detailed analysis, patterns from the data were further put for validation through testing of hypotheses, whichever we deemed important and based upon the conditions set for such test. The study revealed that the brand ambassadors played an important role in boosting the sales. The study further found that products advertised with brand ambassadors had a large impact upon the buying behavior. Majority of the respondents perceived celebrities' physical attractiveness as the major factor in celebrity advertisements. The respondents preferred a celebrity to be attractive in his/her physical appearance, to wear stylish clothes according to latest fashion trends, and to have an elegant presence. |
| 653 ## - INDEX TERM--UNCONTROLLED | |
| Uncontrolled term | Celebrity Endorsements, |
| Uncontrolled term | Attractiveness of the Celebrity, |
| Uncontrolled term | Credibility, Expertise |
| 700 ## - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Gargesa, Sudhindra |
| 9 (RLIN) | 33463 |
| Personal name | N, Bhavya |
| 9 (RLIN) | 33464 |
| 773 0# - HOST ITEM ENTRY | |
| Host Biblionumber | 30302 |
| Host Itemnumber | 74252 |
| Main entry heading | GILANI, MEENAKSHI |
| Place, publisher, and date of publication | INDIAN JOURNAL OF MARKETING 2012 NEW DELHI |
| Other item identifier | 55510112 |
| Title | INDIAN JOURNAL OF MARKETING |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Source of classification or shelving scheme | Dewey Decimal Classification |
| Koha item type | Journal Article |
| Withdrawn status | Lost status | Source of classification or shelving scheme | Damaged status | Not for loan | Home library | Current library | Date acquired | Total Checkouts | Full call number | Barcode | Date last seen | Price effective from |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Dewey Decimal Classification | Main Library | Main Library | 11/04/2019 | Vol 49, No 3/ 55510112JA4 | 55510112JA4 | 11/04/2019 | 11/04/2019 |