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A research study of how celebrity brand endorsement is impactful to develop the market share of the organization

Chhokra, Yankit (2021) A research study of how celebrity brand endorsement is impactful to develop the market share of the organization. Masters thesis, Dublin, National College of Ireland.

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Abstract

Celebrity endorsement is considered to be a very effective way in which the organization can raise its sales. Also, it has been found by most of the consumers are fascinated by the product that is sold by the organization. It has been seen through the literature review and other credible articles that celebrity endorsement is characterized by brand loyalty and that is the reason most firms tend to hire a celebrity for launching the product. The researcher in this research has performed a quantitative survey using the questionnaire method. The survey involved questions to see how the consumers tend to feel about the celebrity endorsed products. From the findings of the research, it has been quite clear that consumers tend to purchase more of celebrity endorsed products as it happens to be trustworthy and attractive. Also, there is a lot of brand loyalty associated. It can be concluded that celebrity endorsement is a way of marketing that generally tend to have an impact on the active young individuals and should be used by firms to increase the sales.

Item Type: Thesis (Masters)
Subjects: H Social Sciences > HF Commerce > Marketing > Branding
H Social Sciences > HF Commerce > Marketing > Advertising > Endorsements in advertising
Divisions: School of Business > Master of Science in Management
Depositing User: Clara Chan
Date Deposited: 10 Feb 2022 13:14
Last Modified: 10 Feb 2022 13:14
URI: http://norma.ncirl.ie/id/eprint/5409

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