A Study of Effects of Celebrity Endorsement on Different Branding aspects and their Cumulative Effects on Consumer Buying in the context of Skin Care Products
Mohd. Ijlal Anjum*(Research Scholar, IFTM University, Moradabad, India) and S. D. Sharma (Principal, JNPG College, Lucknow, Uttar Pradesh, India) *Corresponding author's Email
Anjum, Mohd. Ijlal and Sharma, S. D. (2019), “A Study of Effects of Celebrity Endorsement on Different Branding aspects and their Cumulative Effects on Consumer Buying in the context of Skin Care Products”, MERC Global’s International Journal of Management, Vol. 7, Special Issue 1, pp. 102-108.
Submitted: March 09, 2019, Revision received: March 30, 2019, Accepted: April 10, 2019
Consumer behaviour remained a prime concern for marketers. All the marketing efforts revolve around consumers. Different efforts have been done to understand the customer. Family Life Cycle, commonly known as FLC has been considered a vital tool to understand the needs and buying behaviour of customers. In the family life cycle, the customer is divided into different family nests according to age. Another way to understand consumers’ mood and buying behaviour is different models of consumer behaviour. Consumer behaviour is crucial as the purchase of the product by consumers is the end objective of companies. The present work is a study of the effects of celebrity endorsement on different branding aspects and their cumulative effects on consumer buying in the context of skin care products.
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