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INFLUENCE OF GENDER ON THE RELATIONSHIP BETWEEN CELEBRITY ENDORSEMENT AND BUYING BEHAVIOUR OF CONSUMER: AN ITEGRATED REVIEW OF LITERATURE
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Author(s):
SUPANDEEP KAUR
Vol - 9, Issue- 3 ,
Page(s) : 246 - 250
(2018 )
DOI : https://doi.org/10.32804/CASIRJ
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Abstract
Celebrity Endorsements are a form of advertising that uses well- known personalities or celebrities (who command a high degree of recognition, trust, appreciation and consideration) to promote products or services. Such individuals advertise for a product or services lending their names or images to promote a product or service in market place. Celebrity Endorsement is a sort of branding or advertising, in which a celebrity becomes a brand ambassador and uses his or her status in the general public to promote a product, an item or an administration,
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