Celebrity endorser effects: A myopic perspective of marketing. Celebrities myopicity in Indian context

      Аннотация: This study is an effort to look at the celebrity endorsers effects in cell phone industry in India. In India, celebrity endorsement has played a pivotal role. This study examines the relationship between consumer’s perception and the celebrity endorser’s effects. The buying behavior of consumers is significantly affected by celebrity endorsers to large extent. As far as the present study is concerned, the proposed framework has been proven with some inferential analysis. The current study is an attempt to apply the framework of celebrity endorser effect(s) in Indian context where celebrity endorser’s effects shows the transformation of consumers to hedonistic consumers.

Ключевые слова: celebrities, India, SEM, purchasing behaviour