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Academy of IRMBR Volume  7, August, 2019
Move your mouse curser on the title to view the abstract of the paper
S.No. Title Authors Pages Download
Role of Celebrity endorser’s Impact on Purchase Intention for Existing Similar Product “A Comparative Study of Indian and Pakistani Actor in the context of Pakistan”
Celebrity participation in advertisement is important in that modern market for good recognition and developing good image of product in consumer mind. The objective of study is expose contribution of famous person endorsement in purchase intention. In this study main focus on personality endorsement also effect on buying intention. Pakistani and Indian celebrity with their attributes utilized and support so we analyze impact on purchase intention. One thirty two sample was taken to evaluate the difference among India and Pakistan celebrity support impact on purchase intention. Comparable/ similar brand are picked which are embraced by Pakistan and India celebrities independently. After effect of the examination demonstrated that endorsement through Pakistani and Indian famous people has comparable and very little noteworthy effect on buying intention expectation in Pakistan less significant distinction by nation origin of famous person. In this study find out that celebrity attributes are not much important for purchase intention very little impact on purchase intention for existing items yet quality brand image are they key components for expectation to purchase intention.
Keywords: Famous Person, Attributes, Endorsement.
NOOR UL AIN 54-65 Download(69)

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