A Comparative analysis on the Impact of Celebrity Endorsement on consumer purchase intentions of Fashion brands in India and Spain

Treballs Finals del Màster de Recerca en Empresa, Facultat d'Economia i Empresa, Universitat de Barcelona. Curs: 2020-2021, Tutor: Rubén Huertas–García

Detalhes bibliográficos
Autor: Patel, Karan
Formato: tesis de maestría
Fecha de publicación:2021
País:España
Recursos:Universidad de Barcelona
Repositorio:Dipòsit Digital de la UB
OAI Identifier:oai:diposit.ub.edu:2445/191696
Acesso em linha:https://hdl.handle.net/2445/191696
Access Level:acceso abierto
Palavra-chave:Conducta dels consumidors
Moda
Indústria de la confecció
Treballs de fi de màster
Consumer behavior
Fashion
Clothing trade
Master's theses
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repository_id_str
spelling A Comparative analysis on the Impact of Celebrity Endorsement on consumer purchase intentions of Fashion brands in India and SpainPatel, KaranConducta dels consumidorsModaIndústria de la confeccióTreballs de fi de màsterConsumer behaviorFashionClothing tradeMaster's thesesTreballs Finals del Màster de Recerca en Empresa, Facultat d'Economia i Empresa, Universitat de Barcelona. Curs: 2020-2021, Tutor: Rubén Huertas–GarcíaIn 20th century, there has been a change in customer’s attitude towards lifestyle. Consumers give a lot of importance to brands. This is because consumers have become more selective and are much more aware about the products, thanks to the noise created by certain advertisement medium such as radio, newspaper, magazines, hoardings and websites. To attain a competitive edge, marketers use celebrity endorsement as an effective marketing strategy in order to fit their products in consumer’s mind. The central aim of this research article is to understand certain parameters of celebrity endorsement that affect the consumer’s purchase intension in the fashion industry. In order to compare the influence of cultural differences, the study focuses on two countries: India and Spain. The Indian sample consists of 249 respondents, while Spanish sample consists of 237 respondents. An online questionnaire was circulated containing two sections. The response was collected and processed with a statistical tool called STATA 16.1 using simultaneous equation (OLS). The results show a clear cultural influence on these two countries with respect to celebrity endorsement in fashion industry. The contributions of this research will help marketers to frame appropriate theory using celebrity endorsements, which will be fruitful for the brand on long-term basis.Huertas García, Rubén2021info:eu-repo/semantics/masterThesisapplication/pdfhttps://hdl.handle.net/2445/191696Màster Oficial - Recerca en Empresareponame:Dipòsit Digital de la UBinstname:Universidad de BarcelonaIngléscc by-nc-nd (c) Patel, 2021http://creativecommons.org/licenses/by-nc-nd/3.0/es/info:eu-repo/semantics/openAccessoai:diposit.ub.edu:2445/1916962026-05-27T06:46:51Z
dc.title.none.fl_str_mv A Comparative analysis on the Impact of Celebrity Endorsement on consumer purchase intentions of Fashion brands in India and Spain
title A Comparative analysis on the Impact of Celebrity Endorsement on consumer purchase intentions of Fashion brands in India and Spain
spellingShingle A Comparative analysis on the Impact of Celebrity Endorsement on consumer purchase intentions of Fashion brands in India and Spain
Patel, Karan
Conducta dels consumidors
Moda
Indústria de la confecció
Treballs de fi de màster
Consumer behavior
Fashion
Clothing trade
Master's theses
title_short A Comparative analysis on the Impact of Celebrity Endorsement on consumer purchase intentions of Fashion brands in India and Spain
title_full A Comparative analysis on the Impact of Celebrity Endorsement on consumer purchase intentions of Fashion brands in India and Spain
title_fullStr A Comparative analysis on the Impact of Celebrity Endorsement on consumer purchase intentions of Fashion brands in India and Spain
title_full_unstemmed A Comparative analysis on the Impact of Celebrity Endorsement on consumer purchase intentions of Fashion brands in India and Spain
title_sort A Comparative analysis on the Impact of Celebrity Endorsement on consumer purchase intentions of Fashion brands in India and Spain
dc.creator.none.fl_str_mv Patel, Karan
author Patel, Karan
author_facet Patel, Karan
author_role author
dc.contributor.none.fl_str_mv Huertas García, Rubén
dc.subject.none.fl_str_mv Conducta dels consumidors
Moda
Indústria de la confecció
Treballs de fi de màster
Consumer behavior
Fashion
Clothing trade
Master's theses
topic Conducta dels consumidors
Moda
Indústria de la confecció
Treballs de fi de màster
Consumer behavior
Fashion
Clothing trade
Master's theses
description Treballs Finals del Màster de Recerca en Empresa, Facultat d'Economia i Empresa, Universitat de Barcelona. Curs: 2020-2021, Tutor: Rubén Huertas–García
publishDate 2021
dc.date.none.fl_str_mv 2021
dc.type.none.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
dc.identifier.none.fl_str_mv https://hdl.handle.net/2445/191696
url https://hdl.handle.net/2445/191696
dc.language.none.fl_str_mv Inglés
language_invalid_str_mv Inglés
dc.rights.none.fl_str_mv cc by-nc-nd (c) Patel, 2021
http://creativecommons.org/licenses/by-nc-nd/3.0/es/
info:eu-repo/semantics/openAccess
rights_invalid_str_mv cc by-nc-nd (c) Patel, 2021
http://creativecommons.org/licenses/by-nc-nd/3.0/es/
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.source.none.fl_str_mv Màster Oficial - Recerca en Empresa
reponame:Dipòsit Digital de la UB
instname:Universidad de Barcelona
instname_str Universidad de Barcelona
reponame_str Dipòsit Digital de la UB
collection Dipòsit Digital de la UB
repository.name.fl_str_mv
repository.mail.fl_str_mv
_version_ 1869419335375650816
score 15,300719

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