How the celebrity endorsement affects the brand image and how does negative publicity affect male consumer attitude toward the brand?
The aim of this research is to study the effect of using celebrity endorsement on the brand and how does it effect male consumer.
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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