UGC Approved Journal no 63975

ISSN: 2349-5162 | ESTD Year : 2014
Call for Paper
Volume 9 | Issue 1 | January 2022

JETIREXPLORE- Search Thousands of research papers



WhatsApp Contact
Click Here

Published in:

Volume 6 Issue 2
February-2019
eISSN: 2349-5162

UGC and ISSN approved 7.95 impact factor UGC Approved Journal no 63975

7.95 impact factor calculated by Google scholar

Unique Identifier

Published Paper ID:
JETIRZ006070


Registration ID:
197961

Page Number

439-442

Share This Article


Jetir RMS

Title

Celebrity Marketing: influence of trust, attractiveness, expertise and familiarity on purchase intention

Abstract

Information explosion and media play a major role in changing perception of consumer. The celebrities marketing has been used for a wide variety of brands. This study focused on analysing the influences of celebrity’s characteristics on purchase intention of cosmetics products in the Sri Lankan context and this study makes an important contribution to fill the existing gap in the literature and examining the relationship and level of influences between trustworthiness of celebrity, attractiveness, expertise and familiarity of celebrities, and consumer’s purchase intention. The finding shows that the above variables individually have high level attributes and positively significant linear relationship between celebrity’s characteristics and consumer’s purchase intention.

Key Words

celebrity marketing, purchase intention, celebrity endorsement

Cite This Article

"Celebrity Marketing: influence of trust, attractiveness, expertise and familiarity on purchase intention ", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 2, page no.439-442, February-2019, Available :http://www.jetir.org/papers/JETIRZ006070.pdf

ISSN


2349-5162 | Impact Factor 7.95 Calculate by Google Scholar

An International Scholarly Open Access Journal, Peer-Reviewed, Refereed Journal Impact Factor 7.95 Calculate by Google Scholar and Semantic Scholar | AI-Powered Research Tool, Multidisciplinary, Monthly, Multilanguage Journal Indexing in All Major Database & Metadata, Citation Generator

Cite This Article

"Celebrity Marketing: influence of trust, attractiveness, expertise and familiarity on purchase intention ", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 2, page no. pp439-442, February-2019, Available at : http://www.jetir.org/papers/JETIRZ006070.pdf

Publication Details

Published Paper ID: JETIRZ006070
Registration ID: 197961
Published In: Volume 6 | Issue 2 | Year February-2019
DOI (Digital Object Identifier): http://doi.one/10.1729/Journal.19775
Page No: 439-442
Country: -, -, - .
Area: Engineering
ISSN Number: 2349-5162


Preview This Article


Downlaod

Click here for Article Preview

Download PDF

Downloads

0002685

Print This Page

Current Call For Paper

Jetir RMS