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Dr.V.N.Bajpai, Dr. Satish Kumar

Published in: International Journal of Current Engineering And Scientific Research ( IJCESR)
Volume- 4, Issue-9, pp.47-55, Sep 2017
DPI :-> 16.10046.IJCESR.2017.V4I9.4755.1981

The endorsement can work as a power booster for any brand or product. It is a type of communication in which one person speaks in the favor of brand, product or service. People appreciate those who have influence and/ or had already used the brand and words of mouth generated by any such personality (celebrity) act as a final stamp on the consumers’ decision-making process. Celebrity endorsement has become one of the most powerful ways of promotion. Use of famous celebrities is a popular way to enhance the brand image and thus to increase sales, followed by almost every company. India is a country, which has always idolized the stars power of the celluloid world. At the same time this has given birth to a controversial issue of whether it really contributes to the brand building process and thus sales or it is just another gimmick which does not lead to any value creation except adding on cost, which is ultimately passed on to the end users. Hence, it becomes a key issue to investigate whether advertisements that endorse celebrities have any positive impact on people and do they really contribute to the additional value for the end users and company as a whole. The study uses a descriptive research approach and non-probability sampling design (convenience method) for the collection of data. Data were collected from 530 respondents covering the areas of NCR (Near Capital Region) including Delhi, Ghaziabad, Noida and Greater Noida.

Key-Words / Index Term
NCR, Celebrity, Endorsement

How to cite this article
Dr.V.N.Bajpai, Dr. Satish Kumar , “AN EMPIRICAL STUDY ON CELEBRITY ENDORSEMENT: A DOUBLE- EDGED SWORD”, International Journal of Current Engineering And Scientific Research ( IJCESR), 4, Issue-9, pp.47-55, Sep 2017. DPI:16.10046.IJCESR.V4.I9.1981