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Browse Articles by "Marketing"
Title: Celebrity Endorsers and Adolescents: A Study of Gender Influences
Authors: Prashant Mishra, Upinder Dhar, Saifuddin Raotiwala
Issue/Year: Oct-2001
Section: Notes and Commentaries
Abstract: As proliferation of the media was taking Indian households in its stride, marketers were quick to grab the opportunities presented by this phenomenon. A significant transformation which became evident was the increased visibility of celebrities such as movie stars, sports persons, and others. In such a scenario, the impact of celebrity endorsers on consumers' attitudes to product evaluations and purchase is expected to change. This paper attempts to explore the influence of gender on consumers' perception about male and female celebrity endorsers' effectiveness on three dimensions, i.e., attractiveness, trustworthiness, and expertise. The findings of the study are discussed to draw implications for both practitioners as well as researchers.
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