Determining the role of celebrity endorsement on brand purchase

Abstract

Advertising is understood as the impersonal communication of the information about products, ideas or services through various channels of media, and is mostly persuasive in nature and is paid often by identified sponsors. Advertisement is the non-personal, paid communication such as radio, TV, newspaper, mailers directed towards potential buyers or, in some cases, specific target group to provide information. It is a way of communication whose purpose is to keep customers updated of new innovations. It aims to identify role of different factors that affect brand purchase, it focuses on how both factors contribute in brand purchase and long term sustainability.

Subject Classification:

• M37

Keywords:

• Celebrity endorsement
• Brand purchase
• Advertising
• Customer retention