Indian Streams Research Journal

Volume : IV, Issue : III, April - 2014

AN EMPIRICALSTUDYON CELEBRITYENDORSEMENT AND ITS IMP ACTON COMP ANIES, BEHA VIORAL AND A TTITUDINAL V ARIABLES

Sunil V erma, None

DOI : 10.9780/22307850, By : Laxmi Book Publication

Abstract :

The use of literature on celebrity endorsement is extensive. As an organization chooses to endorse a celebrity and allocates promotional budgets for its brand image building. The impact of such use of celebrity is not limited to company's image building. This study utilizes a factorial design to measure the; interaction of the use of celebrity endorsement, target market reaction, and its internal impact on the company , behavioral and attitudinal variables. The finding shows no significant difference for all variables between those organizations that have a celebrity endorsement and with those organizationsthatdo not have endorsement. The behavioral responses are consistently low with end user, but high attitudinal variable found with internal attitude of a company .

Keywords :

• Attitudinal
• behavioral
• celebrity endorsement
• rganization and company .
• Attitudinal
• behavioral
• celebrity endorsement
• rganization and company .
• Attitudinal
• behavioral
• celebrity endorsement
• rganization and company .
• Attitudinal
• behavioral
• celebrity endorsement
• rganization and company .
• Attitudinal
• behavioral
• celebrity endorsement
• rganization and company .

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1. At overall attitude of the company as organization
2. At overall attitude of the company as organization
3. Change the corporate image
4. Attitude towards advertisement
5. There is shift in attitude due to mouth to mouth propagation
6. Attitude towards advertisement
7. Attitude towards customers purchase intention changes
8. At overall attitude of the company as organization
9. There is shift in attitude due to mouth to mouth propagation
10. At overall attitude of the company as organization
11. At overall attitude of the company as organization
12. Attitude towards advertisement
13. There is shift in attitude due to mouth to mouth propagation
14. Attitude towards advertisement
15. Attitude towards advertisement
16. At overall attitude of the company as organization
17. .Message of the advertisement is liked more.
18. Attitude towards (competition) other brands changes
19. Change the corporate image
20. There is shift in attitude due to mouth to mouth propagation
21. Attitude towards advertisement
22. .Message of the advertisement is liked more.
23. Attitude towards (competition) other brands changes
24. .Message of the advertisement is liked more.
25. Attitude towards (competition) other brands changes
26. .Message of the advertisement is liked more.
27. Attitude towards (competition) other brands changes
28. There is shift in attitude due to mouth to mouth propagation
29. There is shift in attitude due to mouth to mouth propagation
30. There is shift in attitude due to mouth to mouth propagation
31. .Message of the advertisement is liked more.
32. Attitude towards (competition) other brands changes
33. Change the corporate image
34. Attitude towards customers purchase intention changes
35. At overall attitude of the company as organization
36. There is shift in attitude due to mouth to mouth propagation
37. At overall attitude of the company as organization
38. Attitude towards advertisement
39. Attitude towards advertisement
40. At overall attitude of the company as organization
41. .Message of the advertisement is liked more.
42. Attitude towards (competition) other brands changes
43. Change the corporate image
44. Attitude towards advertisement
45. At overall attitude of the company as organization
46. Attitude towards advertisement
47. Attitude towards customers purchase intention changes
48. Attitude towards advertisement
49. Attitude towards advertisement
50. Attitude towards advertisement
51. Change the corporate image
52. There is shift in attitude due to mouth to mouth propagation
53. Attitude towards advertisement
54. There is shift in attitude due to mouth to mouth propagation
55. Attitude towards advertisement
56. At overall attitude of the company as organization
57. Attitude towards customers purchase intention changes
58. Change the corporate image
59. .Message of the advertisement is liked more.
60. Attitude towards (competition) other brands changes
61. Change the corporate image
62. Attitude towards advertisement
63. Attitude towards customers purchase intention changes
64. Change the corporate image
65. .Message of the advertisement is liked more.
66. Attitude towards (competition) other brands changes
67. Attitude towards customers purchase intention changes
68. At overall attitude of the company as organization
69. At overall attitude of the company as organization
70. .Message of the advertisement is liked more.
71. Attitude towards (competition) other brands changes
72. Attitude towards customers purchase intention changes
73. There is shift in attitude due to mouth to mouth propagation
74. Attitude towards advertisement
75. There is shift in attitude due to mouth to mouth propagation
76. Change the corporate image
77. There is shift in attitude due to mouth to mouth propagation
78. Attitude towards customers purchase intention changes
79. There is shift in attitude due to mouth to mouth propagation
80. There is shift in attitude due to mouth to mouth propagation
81. Attitude towards advertisement
82. Attitude towards advertisement
83. .Message of the advertisement is liked more.
84. Attitude towards (competition) other brands changes
85. Attitude towards advertisement
86. There is shift in attitude due to mouth to mouth propagation
87. Attitude towards customers purchase intention changes
88. Attitude towards (competition) other brands changes
89. Attitude towards customers purchase intention changes
90. There is shift in attitude due to mouth to mouth propagation
91. At overall attitude of the company as organization
92. .Message of the advertisement is liked more.
93. Attitude towards (competition) other brands changes
94. .Message of the advertisement is liked more.
95. Attitude towards advertisement
96. .Message of the advertisement is liked more.
97. Attitude towards (competition) other brands changes
98. There is shift in attitude due to mouth to mouth propagation
99. There is shift in attitude due to mouth to mouth propagation
100. Attitude towards advertisement
101. .Message of the advertisement is liked more.
102. Attitude towards (competition) other brands changes
103. There is shift in attitude due to mouth to mouth propagation
104. Attitude towards advertisement
105. Attitude towards advertisement
106. Attitude towards advertisement
107. Attitude towards advertisement
108. Change the corporate image
109. Change the corporate image
110. Attitude towards customers purchase intention changes
111. Attitude towards advertisement
112. .Message of the advertisement is liked more.
113. Attitude towards (competition) other brands changes
114. Change the corporate image
115. Change the corporate image
116. At overall attitude of the company as organization
117. Attitude towards advertisement
118. Attitude towards advertisement
119. Attitude towards advertisement
120. Attitude towards customers purchase intention changes
121. Attitude towards advertisement
122. Attitude towards customers purchase intention changes
123. There is shift in attitude due to mouth to mouth propagation
124. Attitude towards customers purchase intention changes
125. Attitude towards advertisement
126. Attitude towards customers purchase intention changes
127. Attitude towards advertisement
128. There is shift in attitude due to mouth to mouth propagation
129. There is shift in attitude due to mouth to mouth propagation
130. .Message of the advertisement is liked more.
131. Attitude towards (competition) other brands changes
132. Attitude towards advertisement
133. Change the corporate image
134. There is shift in attitude due to mouth to mouth propagation
135. Attitude towards advertisement
136. At overall attitude of the company as organization
137. Change the corporate image
138. Attitude towards advertisement
139. .Message of the advertisement is liked more.
140. Attitude towards (competition) other brands changes
141. Attitude towards customers purchase intention changes
142. There is shift in attitude due to mouth to mouth propagation
143. Attitude towards customers purchase intention changes
144. Attitude towards customers purchase intention changes
145. Attitude towards customers purchase intention changes
146. Attitude towards customers purchase intention changes
147. Attitude towards advertisement
148. .Message of the advertisement is liked more.
149. Attitude towards (competition) other brands changes
150. Attitude towards advertisement
151. Attitude towards customers purchase intention changes
152. .Message of the advertisement is liked more.
153. Attitude towards (competition) other brands changes
154. There is shift in attitude due to mouth to mouth propagation
155. .Message of the advertisement is liked more.
156. Attitude towards (competition) other brands changes
157. .Message of the advertisement is liked more.
158. Attitude towards (competition) other brands changes
159. Change the corporate image
160. Attitude towards advertisement
161. Attitude towards advertisement
162. Attitude towards advertisement
163. Attitude towards customers purchase intention changes
164. Attitude towards customers purchase intention changes
165. Change the corporate image
166. Change the corporate image
167. Attitude towards customers purchase intention changes
168. Attitude towards advertisement
169. Attitude towards advertisement
170. .Message of the advertisement is liked more.
171. Attitude towards (competition) other brands changes
172. Attitude towards advertisement
173. Attitude towards customers purchase intention changes
174. At overall attitude of the company as organization
175. .Message of the advertisement is liked more.
176. Attitude towards (competition) other brands changes
177. Attitude towards customers purchase intention changes
178. Attitude towards advertisement
179. Change the corporate image
180. .Message of the advertisement is liked more.
181. Attitude towards (competition) other brands changes
182. Change the corporate image
183. Attitude towards advertisement
184. Attitude towards customers purchase intention changes
185. Attitude towards advertisement
186. Attitude towards customers purchase intention changes
187. Change the corporate image
188. Attitude towards advertisement
189. Change the corporate image
190. Change the corporate image
191. .Message of the advertisement is liked more.
192. Attitude towards (competition) other brands changes
193. Attitude towards (competition) other brands changes
194. .Message of the advertisement is liked more.
195. Change the corporate image
196. At overall attitude of the company as organization
197. Attitude towards advertisement
198. At overall attitude of the company as organization
199. Attitude towards advertisement
200. .Message of the advertisement is liked more.
201. Attitude towards (competition) other brands changes
202. There is shift in attitude due to mouth to mouth propagation
203. .Message of the advertisement is liked more.
204. Attitude towards (competition) other brands changes
205. Attitude towards advertisement
206. .Message of the advertisement is liked more.
207. Attitude towards (competition) other brands changes

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