“Role of Indian celebrities in establishing Brand –Target Audience connectivity”An Exploratory study
The marketing communication strategy employed by advertisers in 21st century using celebrities to connect with their target audience has attracted a lot of attention world wide. In developing economy like India the situation is no different. This research paper is aimed at understanding fir...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Srusti Academy of Management
2009-12-01
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| Series: | Srusti Management Review |
| Online Access: | http://www.srustimanagementreview.ac.in/paperfile/603504746_Role%20Of%20Indian%20%20%E2%80%93Target-Prof.%20Supriyo%20Patra%20&%20Prof.%20Saroj%20Datta-Vol.%20-%202%20%20Issue%202%20%20Jul%20%E2%80%93%20Dec%202009.pdf |
| _version_ | 1818689308062646272 |
|---|---|
| author | Prof. Supriyo Patra Prof. Saroj Datta |
| author_facet | Prof. Supriyo Patra Prof. Saroj Datta |
| author_sort | Prof. Supriyo Patra |
| collection | DOAJ |
| description | The marketing communication
strategy employed by advertisers in
21st century using celebrities to
connect with their target audience
has attracted a lot of attention
world wide. In developing economy
like India the situation is no
different.
This research paper is aimed at
understanding first the role of
Indian celebrities in Brand Building
process. Secondly the study is
focused at understanding the reason
behind using celebrities in marketing
communication. Finally exploratory
research is undertaken to find the
views of the target audience
regarding the most familiar and
popular Indian celebrities and
determining their potential of
becoming successful brand endorser
in mass media. in mass media.
The findings of the study shows
that a familiar, popul , popular and credible
celebrity as rated by the target
audience if used by companies in
their marketing communication will their marketing communication will
play a positive role in connecting
the brand with the target audience |
| first_indexed | 2024-12-17T12:08:02Z |
| format | Article |
| id | doaj.art-7487a81f2dd94c0c990d4e716093c6f5 |
| institution | Directory Open Access Journal |
| issn | 0974-4274 2582-1148 |
| language | English |
| last_indexed | 2024-12-17T12:08:02Z |
| publishDate | 2009-12-01 |
| publisher | Srusti Academy of Management |
| record_format | Article |
| series | Srusti Management Review |
| spelling | doaj.art-7487a81f2dd94c0c990d4e716093c6f52022-12-21T21:49:33ZengSrusti Academy of ManagementSrusti Management Review0974-42742582-11482009-12-01IIII2338“Role of Indian celebrities in establishing Brand –Target Audience connectivity”An Exploratory studyProf. Supriyo Patra0Prof. Saroj Datta1*HOD Business Administration Programme,George College,136, B.B.Ganguly Street Kolkata 700012, Email -supriyo_patra@rediffmail.comProf. SAROJ K. DATTA,Professor and Dean,Faculty of Management Studies, Mody Institute of Technology and Science,Lakshmangarh-332311.E-mail: dean.fms@mitsuniversity.ac.inThe marketing communication strategy employed by advertisers in 21st century using celebrities to connect with their target audience has attracted a lot of attention world wide. In developing economy like India the situation is no different. This research paper is aimed at understanding first the role of Indian celebrities in Brand Building process. Secondly the study is focused at understanding the reason behind using celebrities in marketing communication. Finally exploratory research is undertaken to find the views of the target audience regarding the most familiar and popular Indian celebrities and determining their potential of becoming successful brand endorser in mass media. in mass media. The findings of the study shows that a familiar, popul , popular and credible celebrity as rated by the target audience if used by companies in their marketing communication will their marketing communication will play a positive role in connecting the brand with the target audiencehttp://www.srustimanagementreview.ac.in/paperfile/603504746_Role%20Of%20Indian%20%20%E2%80%93Target-Prof.%20Supriyo%20Patra%20&%20Prof.%20Saroj%20Datta-Vol.%20-%202%20%20Issue%202%20%20Jul%20%E2%80%93%20Dec%202009.pdf |
| spellingShingle | Prof. Supriyo Patra Prof. Saroj Datta “Role of Indian celebrities in establishing Brand –Target Audience connectivity”An Exploratory study Srusti Management Review |
| title | “Role of Indian celebrities in establishing Brand –Target Audience connectivity”An Exploratory study |
| title_full | “Role of Indian celebrities in establishing Brand –Target Audience connectivity”An Exploratory study |
| title_fullStr | “Role of Indian celebrities in establishing Brand –Target Audience connectivity”An Exploratory study |
| title_full_unstemmed | “Role of Indian celebrities in establishing Brand –Target Audience connectivity”An Exploratory study |
| title_short | “Role of Indian celebrities in establishing Brand –Target Audience connectivity”An Exploratory study |
| title_sort | role of indian celebrities in establishing brand target audience connectivity an exploratory study |
| url | http://www.srustimanagementreview.ac.in/paperfile/603504746_Role%20Of%20Indian%20%20%E2%80%93Target-Prof.%20Supriyo%20Patra%20&%20Prof.%20Saroj%20Datta-Vol.%20-%202%20%20Issue%202%20%20Jul%20%E2%80%93%20Dec%202009.pdf |
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