Title: Celebrity entrepreneurship and advertising effectiveness: an empirical test

Authors: Jugal Kishor

Addresses: Department of Management, Central University of Rajasthan, Rajasthan, India

Abstract: Entrepreneurs are considered to be an important stimulus for economic and social growth of any country. For instance, every developing economy is promoting the start-up concept to mark their edge in the world economy. Although many attributes like creativity, risk, and innovation have been associated with entrepreneurs. In a country like India, entrepreneurship can be promoted as a tool for income generation and employment. Entrepreneurship refers to carrying out of a new venture to be called enterprise and the individual whose role is to run the venture is to be called entrepreneurs. Celebrity advertising is popular communication strategy for entrepreneurship promotion. This paper elucidates the role of advertising in entrepreneurship promotion. This research proposes source thought, and advertisement thought positively propel the consumer's attitude against advertisement, against brand and against buying decision. The findings declare that the source thought and advertisement thought to affect the impact on consumer's attitude for advertisement, for purchase intention and the brand.

Keywords: entrepreneurship promotion; source thought; advertisement thought; advertising effectiveness.

DOI: 10.1504/IJBG.2020.107882

International Journal of Business and Globalisation, 2020 Vol.25 No.2, pp.224 - 240

Received: 01 Mar 2018
Accepted: 31 May 2018
Published online: 30 Jun 2020 *

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