Abstract/Description
The purpose of this research is to find the consumer perceptions towards female models and their necessity in endorsing products/services. Very thin literature is present regarding the topics as it focuses on the efficacy of female models in the endorsement of necessary and unnecessary products. An unpublished paper “Australian JBMR Personification of Female Advertising Models- Findings from Pakistan” has been of a great assistance. Moreover, there are several other articles and a book “Celebrity Sells” by Hamish Pringle, which have been referred for this purpose. However, these articles are more focused on the efficacy of celebrity endorsements in branding, methods to enhance it and the consumer perceptions towards it. No work specifically on the customer perception towards female celebrity endorsement and their necessity in endorsing products/services has been carried out as yet.
Location
Room S2
Session Theme
Session 3: Services Marketing (Track: The Marketing Mix)
Session Type
Event
Session Chair
Dr. Tek Nath Dhakal, Dr. Mushtaq Luqmani
Session Moderator
Amber Gul Rashid
Start Date
5-5-2012 2:30 PM
End Date
5-5-2012 4:20 PM
Recommended Citation
Baig, S. (2012). Student Colloquium: Consumer perceptions towards female models & their necessity. International Conference on Marketing. Retrieved from https://ir.iba.edu.pk/icm/2012/day1/3
Included in
Student Colloquium: Consumer perceptions towards female models & their necessity
Room S2
The purpose of this research is to find the consumer perceptions towards female models and their necessity in endorsing products/services. Very thin literature is present regarding the topics as it focuses on the efficacy of female models in the endorsement of necessary and unnecessary products. An unpublished paper “Australian JBMR Personification of Female Advertising Models- Findings from Pakistan” has been of a great assistance. Moreover, there are several other articles and a book “Celebrity Sells” by Hamish Pringle, which have been referred for this purpose. However, these articles are more focused on the efficacy of celebrity endorsements in branding, methods to enhance it and the consumer perceptions towards it. No work specifically on the customer perception towards female celebrity endorsement and their necessity in endorsing products/services has been carried out as yet.
Comments
Student Colloquium: Parallel Sessions
Session 3: Services Marketing
Track: The Marketing Mix