Buy custom Celebrity endorsements
Essay's paper info
| Topic: |
Business
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| Number of pages / Number of words: |
13 / 3460 |
Essay's paper body
The people whom we contacted were either people from Ad agencies or Professors in the field of marketing teaching in various Business Schools in India. Then we did an analysis of the data obtained through quantitative techniques.
The scale that we used had been developed Robert Ohanian. The scale consists of rating the celebrity on the scale of 0 to 5...
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The scale consists of rating the celebrity on the scale of 0 to 5. The scale consisted of three main attributes Expertise, Attractiveness and Trustworthiness. Each attribute further had attributes in them which are shown as under ?
Let us look at each of the attribute in detail.
Trustworthiness
Trustworthiness comprises of five factors namely Dependability, Honesty, Reliability, Sincerity and Trustworthiness...
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General points of the essay
Celebrity Endorsements
Celebrity endorsements of high involvement brands evoke cognitive evaluations that can erode brand equity and affect celebrity credibility
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