Posted: December 3rd, 2015
How the celebrity endorsement affects the brand image and how does negative publicity affect male consumer attitude toward the brand?
1- To critically evaluate the relationship between Celebrity endorsement and the brand image.
2- To examine how negative publicity around celebrities effects the brand?
3- To study the difference in gander perspective of celebrity involvement in the branding process
4- To analyse the male consumer behaviour towards brands with celebrity endorsement
5- To study the behaviour of male consumers towards negative publicity about their brand’s celebrity.
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