The Beauty of Endorsement: How Celebrity Power Transforms Cosmetic Brand Success in India
This study examines the effectiveness of celebrity endorsements in shaping consumer purchase intentions for cosmetic brands in India. The purpose is to examine the ways in which different aspects of celebrity endorsers affect consumer trust, brand perception, and purchasing behavior. Utilizing su...
Saved in:
| Main Author: | |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Srusti Academy of Management
2025-06-01
|
| Series: | Srusti Management Review |
| Subjects: | |
| Online Access: | https://srustimanagementreview.ac.in/public/paperfile/paper-550.pdf |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|