文章基本信息

标题：Impact Of Women Film Celebrity Endorsement In Media Advertisements On Customer Brand Perception And Purchase Intention (A Study With Reference To Greater Chennai Corporation)
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作者：R. RAJESH KANNAN ; S.VASANTHA ; THAMEEMUL ANSARI 等
期刊名称：Webology
印刷版ISSN：1735-188X
出版年度：2022
卷号：19
期号：2
页码：1035-1045
语种：English
出版社：University of Tehran
摘要：In this study, researcher has exhibited the Impact of Women Film Celebrity endorsement in Media Advertisements on Customer Brand Perception and Purchase Intention. Today Advertisement through various media shakes the heart of commoners. Media Advertisement through Women Film Celebrities stimulates the purchase intentions and People get to know the availability of products. Many popular advertisements send the messages in one way or the other thereby promoting the new brands and existing brands. In this research paper, Exploratory Research Design was used by the researcher. Researcher has selected 174 respondents from around Chennai City. This includes Old Washermenpet, Chepauk, Madhavaram and Tambaram. Sample size was allocated in proportion to size of population in the selected areas. Responses were gathered from all the 174 participants in and around Chennai City.
关键词：Brand Perception;Radio Advertisement;Wall Paper Advertisement and Brand Awareness