Youth Purchasing Preferences in Rural Areas and Advertising Effects of Celebrity Endorsements
Keywords:Celebrity endorsement, rural areas, youth preference, purchasing decisions, advertisements
The modern era of marketing is highly driven by the competitive force which has taken it to a different level. Advertising is one of the basic needs for every organization to promote its products. Celebrities are considered to be one of the major contributors to creating a huge market for a brand and its manufacturers. Being ideal for many, they can influence the perception of the buyers towards a product. Rural consumers comprise a huge population of consumers in India. Their buying decisions are influenced by several factors making it a matter of study. This research aims to investigate how celebrity endorsements in advertising affect the purchasing behavior of young consumers residing in India's rural regions. For this, a study is conducted on young buyers from the rural areas of Punjab.
Kamins, M. A., Brand, M. J., Hoeke, S. A., Moe, J. C. (1989), Two-sided versus one-sided celebrity endorsements: the impact on advertising effectiveness and credibility, Journal of Advertising, Vol. 18, No. 2, pp. 4–11.
Ding, H., Molchanov, A. E., Stork, P. A. (2011), The value of celebrity endorsements: a stock market perspective, Marketing Letters, Vol. 22, No. 2, pp. 147–163.
Carrillat, F., d’Astous, A., Lazure, J. (2013), For better, for worse? What to do when celebrity endorsements go bad, Journal of Advertising Research, Vol. 53, No. 1, pp. 15–30.
Hung, K. (2014), Why celebrity sells: a dual entertainment path model of brand endorsement, Journal of Advertising, Vol. 43, No. 2, pp. 155–166.
Grant McCracken, Who Is the Celebrity Endorser? Cultural Foundations of the Endorsement Process, Journal of Consumer Research, Volume 16, Issue 3, December 1989, Pages 310–321, https://doi.org/10.1086/209217
Ilicic, J., & Webster, C. M. (2011). Effects of Multiple Endorsements and Consumer–Celebrity Attachment on Attitude and Purchase Intention. Australasian Marketing Journal, 19(4), 230–237. https://doi.org/10.1016/j.ausmj.2011.07.005
Jack G. Kaikati (1987) Celebrity Advertising, International Journal of Advertising, 6:2, 93-105, DOI: 10.1080/02650487.1987.11107007
Keller, K.L. (2008) Strategic Brand Management: Building, Measuring and Managing Brand Equity. 3rd Edition, Pearson Prentice Hall, Upper Saddle River.
CHOI, S.M. and RIFON, N.J. (2007), Who Is the Celebrity in Advertising? Understanding Dimensions of Celebrity Images. The Journal of Popular Culture, 40: 304-324. https://doi.org/10.1111/j.1540-5931.2007.00380.x
Robin, C., Dianne, D., Kitchen, & Philip, J. (1996). Word-of-Mouth Communication: Breath of Life or Kiss of Death? . The Proceedings of the Marketing Education Group Conference. Glasgow: The Department of Marketing University of Strathclyde.
Jain, V. (2011). CELEBRITY ENDORSEMENT AND ITS IMPACT ON SALES: A Research Analysis carried out in India. Global Journal of Management and Business Research, 11.
Jain, V., Roy, S., Kumar, A., & Kabra, A. (2010). Differential Effect Of National Vs. Regional Celebrities On Consumer Attitudes. Management and Marketing, 5.
Lear, K.E., Runyan, R.C., and Whitaker, W.H. (2009), "Sports celebrity endorsements in retail products advertising", International Journal of Retail & Distribution Management, Vol. 37 No. 4, pp. 308-321. https://doi.org/10.1108/09590550910948547
Roy, S. (2006). An Exploratory Study in Celebrity Endorsements. Journal of Creative Communications, 1(2), 139–153. https://doi.org/10.1177/097325860600100201
How to Cite
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.