Please use this identifier to cite or link to this item: http://hdl.handle.net/10603/77785
Title: A study of celebrity endorsement and its effect on buying behaviour of college students in Gujarat
Researcher: Chavda, Virendra N
Guide(s): Sethi, Jayaashish
Keywords: college students in Gujarat
University: Kadi Sarva Vishwavidyalaya
Completed Date: 2015
Abstract: The practice of celebrity endorsements has proliferated over time. Now days it has become a pervasive element of advertising industry especially in India. Celebrity endorsement business has become a multi-million industry in India. Marketers use celebrity endorsers to influence the purchase decision of consumers in order to increase their sales and extend their market shares. Many celebrities are used in various marketing campaigns and in most cases; the use of celebrities as endorsers is seen from mainly positive aspects. This made the author curious to explore the effect of celebrity endorsements on students buying behavior. newline
Pagination: 230p.
URI: http://hdl.handle.net/10603/77785
Appears in Departments:Department of Management

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01_title.pdfAttached File212.13 kBAdobe PDFView/Open
02_declaration.pdf241.57 kBAdobe PDFView/Open
03_certificate.pdf241.45 kBAdobe PDFView/Open
04_acknowledgement.pdf184.43 kBAdobe PDFView/Open
05_abstract.pdf244.93 kBAdobe PDFView/Open
06_contents.pdf317.2 kBAdobe PDFView/Open
07_abbreviation.pdf177.53 kBAdobe PDFView/Open
08_chapter 1.pdf522.13 kBAdobe PDFView/Open
09_chapter 2.pdf881.91 kBAdobe PDFView/Open
10_chapter 3.pdf534.5 kBAdobe PDFView/Open
11_chapter 4.pdf684.88 kBAdobe PDFView/Open
12_chapter 5.pdf1.51 MBAdobe PDFView/Open
13_chapter 6.pdf562.73 kBAdobe PDFView/Open
14_references.pdf306.43 kBAdobe PDFView/Open
15_appendix.pdf1.36 MBAdobe PDFView/Open


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