Influence of celebrity source credibility and celebrity-fan relationship on Fan's attitude towards social cause

Influence of celebrity source credibility and celebrity-fan relationship on Fan's attitude towards social cause

Management

Celebrities hold a special place in popular imagination. Their power to inspire fashion, choice of vacation, dictate food preferences and a host of other services is an interesting field of study. Over the years, celebrity endorsement has appeared as a leading advertisement format in developing successful brand campaigns. Celebrity endorsements are grounded on a common belief that endorsers can increase advertisement credibility thereby increasing brand image, awareness, and purchase behaviour. Understanding the nature of celebrities as sources in advertisements and promotions is a widely researched topic. There is an abundance of literature on the use of celebrities in commercial advertising with the end goal being sales and profits realised through intermediate outcomes such as brand image, attitude change, brand awareness and many others. Several celebrities across the world have endorsed social cause campaigns sponsored by governments and not-for-profit organizations.

S G, Bharathi - 1440001

CHRIST (Deemed to be University)

English

PhD