Consumer Behavior
CELEBRITY ENDORSEMENTS AND ITS IMPACT ON CONSUMER BUYING BEHAVIOUR
(In context to India)
Amit Kumar Msc Management with Marketing, 2010 The Executive Business School, Bournemouth University
Electronic copy available at: http://ssrn.com/abstract=1802531
4243123
MS MMF
AMIT KUMAR
Acknowledgement
First of all, I would like to express my gratitude to Bournemouth University for giving me an opportunity to pursue Masters in my field of studies. I am heartily thankful to my supervisor, Dr. Lukman Aroean, whose encouragement, guidance and support from the initial to the final level enabled me to develop an understanding of the subject. Furthermore, I would like to thank all academics and administration staff at Bournemouth University for their kind cooperation and efforts to assist us in the every helpful way they can. I must admit that this year I had the best studying experience and will always cherish this year of my academic life.
Finally, I thank my family: my parents, Mrs. Shail Kumar and Shri Ashok Kumar, for giving me an opportunity to in the first place, for unconditional support and encouragement to pursue my interests and progress in my further degree. My brother, Vineet Kumar for his love and support.
ii
Electronic copy available at: http://ssrn.com/abstract=1802531
4243123
MS MMF
AMIT KUMAR
THE BUSINESS SCHOOL
PERMISSION TO PLACE COMPLETED RESEARCH PROJECT IN THE LIBRARY
Name (please print clearly): Amit Kumar
Programme: MSC MANAGEMENT WITH MARKETING
Student Reference Number: 4243123
Please sign one of the following two declarations.
1. I hereby give permission for my Research Project to be placed in the library for reference purposes. Signed ………………………………………………………….
OR
2. I do not wish my Research Project to be placed in the library for reference purposes. Signed …………………………………………………………. Title of Research Project: Celebrity Endorsements and its Impact on Consumer Buying Behaviour
Submission Date: 1
(In context to India)
Amit Kumar Msc Management with Marketing, 2010 The Executive Business School, Bournemouth University
Electronic copy available at: http://ssrn.com/abstract=1802531
4243123
MS MMF
AMIT KUMAR
Acknowledgement
First of all, I would like to express my gratitude to Bournemouth University for giving me an opportunity to pursue Masters in my field of studies. I am heartily thankful to my supervisor, Dr. Lukman Aroean, whose encouragement, guidance and support from the initial to the final level enabled me to develop an understanding of the subject. Furthermore, I would like to thank all academics and administration staff at Bournemouth University for their kind cooperation and efforts to assist us in the every helpful way they can. I must admit that this year I had the best studying experience and will always cherish this year of my academic life.
Finally, I thank my family: my parents, Mrs. Shail Kumar and Shri Ashok Kumar, for giving me an opportunity to in the first place, for unconditional support and encouragement to pursue my interests and progress in my further degree. My brother, Vineet Kumar for his love and support.
ii
Electronic copy available at: http://ssrn.com/abstract=1802531
4243123
MS MMF
AMIT KUMAR
THE BUSINESS SCHOOL
PERMISSION TO PLACE COMPLETED RESEARCH PROJECT IN THE LIBRARY
Name (please print clearly): Amit Kumar
Programme: MSC MANAGEMENT WITH MARKETING
Student Reference Number: 4243123
Please sign one of the following two declarations.
1. I hereby give permission for my Research Project to be placed in the library for reference purposes. Signed ………………………………………………………….
OR
2. I do not wish my Research Project to be placed in the library for reference purposes. Signed …………………………………………………………. Title of Research Project: Celebrity Endorsements and its Impact on Consumer Buying Behaviour
Submission Date: 1
References: 1.2.2 Business Justification Celebrity endorsement has become a common practice in order to differentiate the product from other competing brands in a highly competitive environment (Erdogan 1999)