What is it about?
The study tried to explain the how an attractive celebrity creates purchase intention for jewellery product. it explains the underlining principles behind the effectiveness of attractive celebrity in creating purchase intention among the respondents.
Featured Image
Why is it important?
This research tries to combine both sources theories and congruence theories to develop a model which can flawlessly explain the basic principles behind the effectiveness of celebrity attractiveness.
Perspectives
As a researcher, this article provides a basic understanding of how a celebrity endorsement works which can be used as a reference for future research in the field of celebrity endorsement.
Tijo Thomas
CHRIST (Deemed to be University)
Read the Original
This page is a summary of: What is Beautiful is Good : An Evaluation of Effectiveness of Attractiveness in Celebrity Endorsements, Indian Journal of Marketing, August 2018, Associated Management Consultants, PVT., Ltd.,
DOI: 10.17010/ijom/2018/v48/i8/130538.
You can read the full text:
Contributors
The following have contributed to this page
