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The Impact Of Celebrity Endorser Type And Source Credibility On The Advertising Attitudes And Purchase Intentions Of Indian Rural Consumers, Sidharth Muralidharan
The Impact Of Celebrity Endorser Type And Source Credibility On The Advertising Attitudes And Purchase Intentions Of Indian Rural Consumers, Sidharth Muralidharan
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India is among the fastest growing economies in the world and has the second largest population out of which 70% are considered rural. The rural consumer has witnessed a lifestyle shift wherein they have become brand conscious, consumption of media content has increased and a rising income has opened up possibilities never experienced before. Understanding the love for cinema, celebrity endorsement has become a popular marketing strategy being employed by advertisers in India. The purpose of this study was to find out which celebrity endorser type (national, regional or non-celebrity) was the most effective on rural consumer’s attitude toward the …