Impact of Celebrity Endorsement of Personal Care Products on Consumer Buying Behaviour


Authors : Ranveer Singh Arora , Rohit Agarwala , Vidit Jain

Volume/Issue : Volume 3 - 2018, Issue 2 - February

Google Scholar : https://goo.gl/DF9R4u

Scribd : https://goo.gl/GoWPNK

Thomson Reuters ResearcherID : https://goo.gl/3bkzwv

An interesting topic that remains untouched today in celebrity endorsement is the impact on consumer buying behavior of personal care product. We examine the various forms of celebrity endorsements under different conditions, and look at different aspects of the same.

Keywords : Celebrity, Endorsement, Personal Care Products

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