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International Journal of Economics & Management Sciences

Client Sensitivity about Celebrity Endorsement: A Study of FMCG Trademarks

Muhammad Anosh* and Naqvi Hamad
National College of Business Administration and Economics, Ghazi University, Dera Ghazi Khan Campus, Pakistan
Abstract :

Concept of this cram is based on celebrity endorsement as a tool of Clint sensitivity regarding the brand. A Primary study of 478 folks was accomplished to investigate the aspect affecting purchase intentions among FMCG consumers of Pakistan. Three Predictor variables were studied as determinants of consumers’ purchase intentions with the help of SPSS and sales volume of the FMCG products in the specific region of Punjab Pakistan and found to have a positive association with purchase intentions while using a celebrity endorsement. This study will lead the marketers towards new dimensions of the branding and advertisement. This study helps us to understand the effectiveness of 

Keywords :
Muhammad Anosh* and Naqvi Hamad

Date Deposited : 04 May 2016 00:10

Last Modified : 04 May 2016 00:10

Official URL:

Volume 4, Number 3, March 2015 , ISSN 2162-6359

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