The market for luxury brands is expanding rapidly in India, thanks to economic deregulation, rapid GDP growth, increasing consumption, and a growing young and upper middle-class working population, who can be classified as closet consumers. Closet consumers are those who have not been born...

Celebrity endorsements create a magnitude of meaningful differences among luxury brands that subsequently generate skyrocketing sales fueled bycelebrity-inspired consumer's confidence. The present study explores the impact of celebrity endorsements as a modern marketing technique on customers'...