IMPACT OF ADVERTISEMENT ON CONSUMERS’ BUYING BEHAVIOR THROUGH PERSUASIVENESS, BRAND IMAGE, AND CELEBRITY ENDORSEMENT IN NEPAL
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Abstract
In the current diverse landscape, it is challenging for marketers to convey promotional messages and information to consumers without employing advertisements. This difficulty can be attributed to globalization and the abundance of multiple platforms available for contemporary audiences. Modern customers today have access to a plethora of marketing stimuli as a result of the international economy.
Description
The primary aim of the research is to investigate how advertising affects consumers' purchasing behavior in Nepal by examining persuasiveness, brand image, and celebrity endorsements. The study also has specific goals, including analyzing the impact of various factors, such as price fairness, persuasiveness, brand image, credibility, and attractiveness, on consumers' buying behavior. Additionally, the research seeks to identify the most influential factors of advertising on consumers' buying behavior, determine the correlation between price fairness, persuasiveness, brand image, credibility, and attractiveness, and consumers' buying behavior,
and assess respondents' perceptions regarding price fairness, persuasiveness, brand image, credibility, and attractiveness of advertising in Nepal.