Journal Press India®

Perceptions of Consumers about Celebrity Endorsements: A Study with Reference to Kolkata

Vol 8 , Issue 2 , July - December 2021 | Pages: 122-136 | Case Study  

 
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https://doi.org/10.17492/jpi.manthan.v8i2.822107


Author Details ( * ) denotes Corresponding author

1. * Saswati Chaudhuri, Associate Professor, Department of Economics, St. Xavier's College, Kolkata, West Bengal, India (sxcsas@gmail.com)
2. Parmesh Agarwal, Student, Department of Commerce , St. Xavier's College (Autonomous), Kolkata, West Bengal, India (parmesh11273@gmail.com)

This paper explores the role of celebrity endorsements in affecting the purchasing decision and behaviour of consumers in today’s world. The recall value of the consumers with respect to the male and female celebrities and the various celebrity attributes influencing the consumer’s perception has also been carefully studied. The people of Kolkata consider that the endorsers have good knowledge of the product being endorsed by them and that it is easier to recall products that were endorsed by familiar celebrities. However, arguably the respondents are also aware that celebrities are not entirely a trustworthy source when it comes to purchasing. Also, it’s evident that the people of Kolkata do not think that the endorsed products are being used by the celebrities. The perceptions of the respondents towards celebrity endorsements have been categorized into rational and emotional perceptions.

Keywords

Celebrity endorsement; Recall value; Principal component analysis; Kolkata.

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