( ISSN 2277 - 9809 (online) ISSN 2348 - 9359 (Print) ) New DOI : 10.32804/IRJMSH

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CELEBRITY ENDORSEMENTS IN ADVERTISEMENTS AND CONSUMER PERCEPTIONS: A STUDY IN NCR DELHI IN REGARD TO APPAREL RETAIL SEGMENT

    1 Author(s):  HRITANSHU JEPH

Vol -  10, Issue- 5 ,         Page(s) : 217 - 226  (2019 ) DOI : https://doi.org/10.32804/IRJMSH

Abstract

The employment of celebrities in advertising began in the 1980s in India and today they have become an essential pillar of advertising and the world of advertising, whether it is a movie star, an athlete or any other popular personality. Nowadays, one can find the presence of celebrities in almost all types of advertising, from bicycle advertising to Mercedes Benz advertising. This has become the domain of celebrities in the advertising market today. In India, in particular, it is not difficult to find reasons why companies increasingly use celebrities, The Indians still love their heroes and their heroines.

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