ISSN 2394-5125
 

Research Article 


IMPACT OF CELEBRITY ENDORSEMENTS ON CONSUMER PURCHASE DECISION

Kanwar Preet Singh Grewal.

Abstract
Celebrity Endorsement is an important tool in the hand of Marketing Managers. India is one
country which idolizes its celebrity stars. Over three million television commercials are made each year in India.
80% people forget information in just 24 hours. Plight of the marketer is to make his brand stand out large in a
clutter of advertisements. The practice of celebrity endorsement has proliferated over time. Despite the cost and
the risks involved with this technique of advertising, it is been used quite extensively in the present era. The
instrument of celebrity endorsement has nowadays become a pervasive element in advertising and
communication management. This paper gives an insight on the impact of celebrity endorsements on consumer
purchase decision.

Key words: Celebrity Endorsement, marketing managers, purchase decision


 
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Pubmed Style

Kanwar Preet Singh Grewal. IMPACT OF CELEBRITY ENDORSEMENTS ON CONSUMER PURCHASE DECISION . JCR. 2020; 7(16): 1428-1433. doi:10.31838/jcr.07.16.178


Web Style

Kanwar Preet Singh Grewal. IMPACT OF CELEBRITY ENDORSEMENTS ON CONSUMER PURCHASE DECISION . http://www.jcreview.com/?mno=5244 [Access: April 12, 2021]. doi:10.31838/jcr.07.16.178


AMA (American Medical Association) Style

Kanwar Preet Singh Grewal. IMPACT OF CELEBRITY ENDORSEMENTS ON CONSUMER PURCHASE DECISION . JCR. 2020; 7(16): 1428-1433. doi:10.31838/jcr.07.16.178



Vancouver/ICMJE Style

Kanwar Preet Singh Grewal. IMPACT OF CELEBRITY ENDORSEMENTS ON CONSUMER PURCHASE DECISION . JCR. (2020), [cited April 12, 2021]; 7(16): 1428-1433. doi:10.31838/jcr.07.16.178



Harvard Style

Kanwar Preet Singh Grewal (2020) IMPACT OF CELEBRITY ENDORSEMENTS ON CONSUMER PURCHASE DECISION . JCR, 7 (16), 1428-1433. doi:10.31838/jcr.07.16.178



Turabian Style

Kanwar Preet Singh Grewal. 2020. IMPACT OF CELEBRITY ENDORSEMENTS ON CONSUMER PURCHASE DECISION . Journal of Critical Reviews, 7 (16), 1428-1433. doi:10.31838/jcr.07.16.178



Chicago Style

Kanwar Preet Singh Grewal. "IMPACT OF CELEBRITY ENDORSEMENTS ON CONSUMER PURCHASE DECISION ." Journal of Critical Reviews 7 (2020), 1428-1433. doi:10.31838/jcr.07.16.178



MLA (The Modern Language Association) Style

Kanwar Preet Singh Grewal. "IMPACT OF CELEBRITY ENDORSEMENTS ON CONSUMER PURCHASE DECISION ." Journal of Critical Reviews 7.16 (2020), 1428-1433. Print. doi:10.31838/jcr.07.16.178



APA (American Psychological Association) Style

Kanwar Preet Singh Grewal (2020) IMPACT OF CELEBRITY ENDORSEMENTS ON CONSUMER PURCHASE DECISION . Journal of Critical Reviews, 7 (16), 1428-1433. doi:10.31838/jcr.07.16.178