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PDF fileThe Impact of Celebrity Endorsement on Consumer Buying Behavior Humaira Mansoor Malik 1 Muhammad Mehtab Qureshi 2 Abstract The purpose of this study is to explore the impact of celebrity endorsement on consumer’s buying intentions This study concentrated on discovering the thoughts of Pakistani customers about celebrity endorsement by analyzing the different.
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This research study focuses on the celebrity endorsement and its impact on the customer’s buying behavior and their perception regarding the product or brand of.
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Impact of Celebrity Endorsements on Brand Image Debiprasad Mukherjee Business 2009 Celebrity endorsement has been established as one of the most popular tools of advertising in recent time It has become a trend and perceived as a winning formula for product marketing and brand 55 Celebrity Endorsement A Literature Review B Erdogan Business 1999.
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PDF filethe impact of celebrity endorsement on the consumers buying intention in the field of cosmetics covering all areas of Karachi and also to test how female segment respond to cosmetics brands which use celebrities to market their products Business Justification Celebrity endorsement has turned into a very effective strategy to market a product and also it provides a competitive.
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PDF filebrand image (Petty Cacioppo & Schumann 1983) The considerable impact that celebrities can have on people’s minds – and thereby on consumer behavior – makes such advertisements more persuasive (Choi & Rifon 2007) and thus enhances customers’ purchase intentions toward that brand (Friedman & Friedman 1978) Accordingly advertisers try to match the personality of a.
