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ISSN Approved Journal No: 2455-2631 | Impact factor: 8.15 | ESTD Year: 2016
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Issue: November 2022

Volume 7 | Issue 11

Impact factor: 8.15

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Paper Title: A Study on Celebrity Endorsements Affecting Purchase Intention Towards Cosmetics Products
Authors Name: Dr. Kritika Malhotra , Dr. Jyoti Bhargava
Unique Id: IJSDR2211031
Published In: Volume 7 Issue 11, November-2022
Abstract: 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.
Keywords: Celebrity endorsements, purchase intention, marketing
Cite Article: "A Study on Celebrity Endorsements Affecting Purchase Intention Towards Cosmetics Products", International Journal of Science & Engineering Development Research (www.ijsdr.org), ISSN:2455-2631, Vol.7, Issue 11, page no.195 - 200, November-2022, Available :http://www.ijsdr.org/papers/IJSDR2211031.pdf
Downloads: 000150694
Publication Details: Published Paper ID: IJSDR2211031
Registration ID:202455
Published In: Volume 7 Issue 11, November-2022
DOI (Digital Object Identifier):
Page No: 195 - 200
Publisher: IJSDR | www.ijsdr.org
ISSN Number: 2455-2631

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