Please use this identifier to cite or link to this item: http://hdl.handle.net/10603/406943
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dc.date.accessioned2022-09-26T04:46:16Z-
dc.date.available2022-09-26T04:46:16Z-
dc.identifier.urihttp://hdl.handle.net/10603/406943-
dc.description.abstractCelebrities hold a special place in popular imagination. Their power to inspire fashion, choice of vacation, dictate food preferences and a host of other services is an interesting field of study. Over the years, celebrity endorsement has appeared as a leading advertisement format in developing newlinesuccessful brand campaigns. Celebrity endorsements are grounded on a common belief that endorsers can increase advertisement credibility thereby increasing brand image, awareness, and purchase behaviour. newlineUnderstanding the nature of celebrities as sources in advertisements and promotions is a widely researched topic. There is an abundance of literature on the use of celebrities in commercial advertising with the end goal being sales and profits realised through intermediate outcomes such as brand newlineimage, attitude change, brand awareness and many others. Several celebrities across the world have endorsed social cause campaigns sponsored by governments and not-for-profit organizations. However, the impact of the newlinecelebrity in such campaigns is an under-studied topic. Furthermore, celebrity newlineendorsement studies in the past have largely focused on celebrity endorsement mechanisms related to celebrity s characteristics and the outcomes related to the brand. Not much is being mentioned about fans. This study introduces a new audience-related factor the celebrity-fan para social relationship newlinemeasured using celebrity attitude scale (CAS). Thus, this study extends its context beyond commercial products and positions in the backdrop of social marketing. To achieve the purpose of the study and answer the research questions, the National Anti-Tobacco Campaign endorsed by former cricketer, newlineRahul Dravid was considered for the study. The chosen campaign had high visibility with the social advertisement being aired in movie halls and television channels across several Indian languages. The study focused on newlineunderstanding the influence of source credibility factors on attitude towards newlinesocial cause.
dc.format.extentxvi, 154p.;
dc.languageEnglish
dc.relationAPA 6th ed.
dc.rightsuniversity
dc.titleInfluence of celebrity source credibility and celebrity fan relationship on fans attitude towards social cause
dc.title.alternative
dc.creator.researcherS.G, Bharathi
dc.subject.keywordCelebrity Endorsement,
dc.subject.keywordCelebrity Fan Relationship,
dc.subject.keywordEconomics and Business
dc.subject.keywordManagement
dc.subject.keywordSocial Marketing,
dc.subject.keywordSocial Sciences
dc.subject.keywordSource Attractiveness,
dc.subject.keywordSource Credibility,
dc.subject.keywordSource Expertise,
dc.subject.keywordSource Trustworthiness.
dc.description.note
dc.contributor.guideN, Elangovan
dc.publisher.placeBangalore
dc.publisher.universityCHRIST University
dc.publisher.institutionDepartment of Management Studies
dc.date.registered2014
dc.date.completed2022
dc.date.awarded2022
dc.format.dimensionsA4
dc.format.accompanyingmaterialCD
dc.source.universityUniversity
dc.type.degreePh.D.
Appears in Departments:Department of Management Studies

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01_title.pdfAttached File190.1 kBAdobe PDFView/Open
02_declaration.pdf37.28 kBAdobe PDFView/Open
03_certificate.pdf552.92 kBAdobe PDFView/Open
04_acknowledgement.pdf7.31 kBAdobe PDFView/Open
05_abstract.pdf70.58 kBAdobe PDFView/Open
06_table_of_contents.pdf82.05 kBAdobe PDFView/Open
07_list_of_tables.pdf111.49 kBAdobe PDFView/Open
08_list_of_figures.pdf107.95 kBAdobe PDFView/Open
09_list_of_symbols_and_abbreviations.pdf48.83 kBAdobe PDFView/Open
10_chapter1.pdf358.76 kBAdobe PDFView/Open
11_chapter2.pdf314.04 kBAdobe PDFView/Open
12_chapter3.pdf267.01 kBAdobe PDFView/Open
13_chapter4.pdf631.6 kBAdobe PDFView/Open
14_chapter5.pdf232.99 kBAdobe PDFView/Open
15_chapter6.pdf293.23 kBAdobe PDFView/Open
16_references.pdf357.74 kBAdobe PDFView/Open
17_appendix_1.pdf156.26 kBAdobe PDFView/Open
18_appendix_2.pdf120.66 kBAdobe PDFView/Open
19_appendix_3.pdf176.44 kBAdobe PDFView/Open
20_appendix_4.pdf1.97 MBAdobe PDFView/Open
80_recommendation.pdf479.45 kBAdobe PDFView/Open


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