IMPACT OF ADVERTISEMENT ON CONSUMERS’ BUYING BEHAVIOR THROUGH PERSUASIVENESS, BRAND IMAGE, AND CELEBRITY ENDORSEMENT IN NEPAL

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dc.contributor.authorDHAMI, POOJA
dc.date.accessioned2023-11-05T09:34:49Z
dc.date.available2023-11-05T09:34:49Z
dc.date.issued2023-04
dc.descriptionThe 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.en_US
dc.description.abstractIn 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.en_US
dc.identifier.urihttps://elibrary.tucl.edu.np/handle/20.500.14540/20477
dc.language.isoenen_US
dc.subjectADVERTISEMENT ON CONSUMERS’ BUYING BEHAVIORen_US
dc.subjectCONSUMERS’ BUYING BEHAVIOR THROUGH PERSUASIVENESSen_US
dc.titleIMPACT OF ADVERTISEMENT ON CONSUMERS’ BUYING BEHAVIOR THROUGH PERSUASIVENESS, BRAND IMAGE, AND CELEBRITY ENDORSEMENT IN NEPALen_US
dc.title.alternativeIMPACT OF ADVERTISEMENT ON CONSUMERS’ BUYING BEHAVIORen_US
dc.typeThesisen_US
local.academic.levelMastersen_US
local.institute.titleSchool of Managementen_US
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