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 |
Files in This Item:
File | Description | Size | Format | |
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01_title.pdf | Attached File | 212.13 kB | Adobe PDF | View/Open |
02_declaration.pdf | 241.57 kB | Adobe PDF | View/Open | |
03_certificate.pdf | 241.45 kB | Adobe PDF | View/Open | |
04_acknowledgement.pdf | 184.43 kB | Adobe PDF | View/Open | |
05_abstract.pdf | 244.93 kB | Adobe PDF | View/Open | |
06_contents.pdf | 317.2 kB | Adobe PDF | View/Open | |
07_abbreviation.pdf | 177.53 kB | Adobe PDF | View/Open | |
08_chapter 1.pdf | 522.13 kB | Adobe PDF | View/Open | |
09_chapter 2.pdf | 881.91 kB | Adobe PDF | View/Open | |
10_chapter 3.pdf | 534.5 kB | Adobe PDF | View/Open | |
11_chapter 4.pdf | 684.88 kB | Adobe PDF | View/Open | |
12_chapter 5.pdf | 1.51 MB | Adobe PDF | View/Open | |
13_chapter 6.pdf | 562.73 kB | Adobe PDF | View/Open | |
14_references.pdf | 306.43 kB | Adobe PDF | View/Open | |
15_appendix.pdf | 1.36 MB | Adobe PDF | View/Open |
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