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| Article Name : | | | INFLUENCE OF CELEBRITIES AND THEIR SUITABILITY IN PROMOTING A BRAND – AN EMPIRICAL STUDY WITH REFERENCE TO ANDHRA PRADESH | | Author Name : | | | K. Saradhi | | Publisher : | | | Ashok Yakkaldevi | | Article Series No. : | | | ISRJ-187 | | Article URL : | |  | Author Profile | | Abstract : | | | The present study has been undertaken regarding the essentiality of celebrity in advertising and their suitability. In addition to find out whether the celebrity endorsers enhanced the product or brand value or image and how they induce interest among the customers to purchase the products. For the purpose of research, certain celebrities like actor Mahesh Banu for Thums Up, actor Abhishek Batchchan for Idea, Cricketer Sachin Tendulkar for Boost, Actress Asin for Fairever fairness cream and Actor Ajith and actress Simaran for Sunrise coffee are taken for the research. A sample of 300 respondents was taken from various parts of Andhra Pradesh by using convenient sampling method for the purpose of the research. | | Keywords : | | - brands
- celebrities
- influence
- promotion
- andhra pradesh
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