A STUDY ON IMPACT OF NEGATIVE PUBLICITY ON CUSTOMER PURCHASE DECISIONS - THE ROLE OF CELEBRITY ENDORSEMENT

Abstract

India is known for cherishing its stars and more populace of youth. The instrument of celebrity endorsement underwriting has these days turned into an unavoidable component in promotion and brand communication. Regardless of the expense and the risks implied with this strategy of promoting, it has been utilized widely in the current times. A lot is at stake when it comes to celebrity endorsements with negative publicity as it can risk alienating them just as much as they entice them. This research paper studies about an analysis to test the effect of negative exposure on superstar advertisement supports and the degree to which it impacts mentalities toward a celeb and how much this impacts consumer’s involvement whether it is high or low and its effect on brand’s image.