Consumer Perception of Celebrity Endorsements in Advertising

1.1 Introduction

In this section, Consumer Perception of Celebrity Endorsements in Advertising is discussed, with relevant and recent citations. As a prelude to other parts of this study, this chapter will discuss the background upon which this study was initiated, the statement of problems that led to this study, the aim and objectives of the study. Others are significance of the study, scope of work, research hypothesis and questions, limitation of the study and definition of terms.

1.4 Aim and Objectives of the Study

This research is conducted to examine the perception of Celebrity Endorsements in Advertising. To achieve this aim, the study has the following objectives:

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2.1 Introduction

This chapter presents existing knowledge, relevant theories, previous research findings, and the methods used by other researchers to provide background information on Consumer Perception of Celebrity Endorsements in Advertising. This section also documents the state of the art on the subject under study and provides a comprehensive review of the existing literature. In this research work the literature review includes the conceputal review, theoretical framework, the review of related literature …