ArticleAuthors: Sidharth Muralidharan; Fei Xue (2015)
India has a growing rural consumer base that has been largely ignored by advertisers.
Today, Indian rural consumers, especially women, are increasingly literate, brand savvy, and possess rising disposable incomes. Considering the nation’s love for films and the availability of television broadcasting, celebrity endorsement has become one of the most popular strategies used by advertisers in India. However, its impact on rural consumers has yet to be tested. Using self-categorization as the theoretical framework, the current study examined the influence of endorser types (national celebrity, regional celebrity, and noncelebrity) on advertising attitudes and purchase intention of India... 
