A Study on Celebrity Endorsements Affecting Purchase Intention Towards Cosmetics Products
Dr. Kritika Malhotra
, Dr. Jyoti Bhargava
Celebrity endorsements, purchase intention, marketing
A celebrity endorser refers to a person who is well-known by the community for his/her achievements in an avenue other than that of the product endorsed. Currently, India has a steady 10% CAGR (Compounded Annual Growth Rate) in celebrity branding between the years 2007 to 2021. Apart from the celebs working in the movies, there are many other big names like sports celebrities, television stars and many more so far. Currently, the Indian cosmetics market is mainly dominated by international brands. The top three players in Cosmetic industry are Hindustan Unilever, Colgate-Palmolive India, and L'Oréal India. The present study aims to study about celebrity endorsements in consumer market. The demographic characteristics of consumers buying cosmetic products were done and to study the effect of celebrity endorsements on attitude towards purchase intention. The study concludes that celebrity endorsement is truly a versatile and a very debatable topic for research. Based on the literature review and findings it can be concluded that even though celebrity endorsement as a marketing communication activity is viewed in a positive light, it’s influence over the purchase intention of the consumers are not so effective.
"A Study on Celebrity Endorsements Affecting Purchase Intention Towards Cosmetics Products", IJSDR - International Journal of Scientific Development and Research (www.IJSDR.org), ISSN:2455-2631, Vol.7, Issue 11, page no.195 - 200, November-2022, Available :https://ijsdr.org/papers/IJSDR2211031.pdf
Volume 7
Issue 11,
November-2022
Pages : 195 - 200
Paper Reg. ID: IJSDR_202455
Published Paper Id: IJSDR2211031
Downloads: 000347323
Research Area: Management
Country: Lucknow, UP, India
ISSN: 2455-2631 | IMPACT FACTOR: 9.15 Calculated By Google Scholar | ESTD YEAR: 2016
An International Scholarly Open Access Journal, Peer-Reviewed, Refereed Journal Impact Factor 9.15 Calculate by Google Scholar and Semantic Scholar | AI-Powered Research Tool, Multidisciplinary, Monthly, Multilanguage Journal Indexing in All Major Database & Metadata, Citation Generator
Publisher: IJSDR(IJ Publication) Janvi Wave
