Effect of Celebrity Endorsement on Marketing Campaigns

Zia-ur- Rehman, Hafiz Fawad Ali, Jahanzaib Khalil, H.M Zeeshan Arshad, Aleena Syed

Abstract


This study aims to investigate the effect of celebrity endorsement on marketing campaign. It aims at examining the impact of celebrity endorsement on variables like buying behavior, effectiveness and influence of the advertisement and target market’s perception about quality of the product. It will also study how celebrity endorsement influences the trust of the target market. Lastly, it will also examine how image of the celebrity moderates the relationship between effectiveness of market campaigns and celebrity endorsement.

Full Text:

PDF

Refbacks

  • There are currently no refbacks.


Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

Publisher

EduPedia Publications Pvt Ltd, D-351, Prem Nagar-2, Suleman Nagar, Kirari, Nagloi, New Delhi PIN-Code 110086, India Through Phone Call us now: +919958037887 or +919557022047

All published Articles are Open Access at https://edupediapublications.org/journals/


Paper submission: editor@edupediapublications.com or edupediapublications@gmail.com

Editor-in-Chief       editor@edupediapublications.com

Mobile:                  +919557022047 & +919958037887

Websites   https://edupediapublications.org/journals/.

Journals Maintained and Hosted by

EduPedia Publications (P) Ltd in Association with Other Institutional Partners

http://edupediapublications.org/

Pen2Print and IJR are registered trademark of the Edupedia Publications Pvt Ltd.