The purpose of this study is to prove that the consumer responds more to the social message over the celebrity that choses to endorse it.
Authors
Sabyasachi Dasgupta, Assistant Professor, O.P. Jindal Global University, Sonipat, Haryana, India.
Priya Grover, Associate Professor, Symbiosis Centre for Management Studies, Constituent of Symbiosis International (Deemed University), Noida, Uttar Pradesh, India.
Summary
In recent years there has been a rise in brands that help with social issues. This paper will try to compare brands that have a social impact with brands that are attached to celebrity.
We will compare the consumer’s choice between four companies, Keen Footwear, Rothy’s Shoes, Supra Footwear and TOMS Shoes. The purpose of this study is to prove that the consumer responds more to the social message over the celebrity that choses to endorse it. A strong and transparent corporate social responsibility fulfilment of a company actually makes a consumer choose it more.
Published in: Think India Journal
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