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An Impact of Celebrity Endorsement in Impulsive Buying

K. Sruthi

Abstract


This study is conducted on “Impact of celebrity endorsement in impulsive living”; this behavior judges the acquisition intention of consumers within the all aspects of buying, this research only focuses on the buying intention of the customer segment in impulsive purchasing. Celebrities also transfer meanings to the merchandise that positively influences consumer’s intention to shop for products. This meaning transferred indicates that buyers start accepting that celebrity endorsed products makes them feel classy and glamorous and also perceive such product as a logo of status. This research shows that folks are drawn to celebrity endorsed advertisements than the non celebrity endorsed advertisements. The main objective of this study is to understand the impacts of celebrity endorsement in impulsive buying behavior towards consumer.

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References


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