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Impact of celebrity endorsements on consumer brand …

International Journal of Scientific and Research Publications, Volume 5, Issue 12, December 2015 220. ISSN 2250-3153. Impact of celebrity endorsements on consumer brand loyalty: Does it really matter? . Uttera Chaudhary*, Ankita Asthana**. *. Research Scholar, Amity University, Noida ( ) , India **. Assistant Manager, Ma Foi Analytics & Business Services Pvt Ltd, Bangalore (India). Abstract- Advertisement by involvement of celebrities Product sassociated with celebrities appear to have a greater becomes an essence in modern competitive marketing Impact on consumers than products that have never previously environment for high recognition and creation of strong product been associated with a celebrity .

International Journal of Scientific and Research Publications, Volume 5, Issue 12, December 2015 222 ISSN 2250- 3153 www.ijsrp.org

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Transcription of Impact of celebrity endorsements on consumer brand …

1 International Journal of Scientific and Research Publications, Volume 5, Issue 12, December 2015 220. ISSN 2250-3153. Impact of celebrity endorsements on consumer brand loyalty: Does it really matter? . Uttera Chaudhary*, Ankita Asthana**. *. Research Scholar, Amity University, Noida ( ) , India **. Assistant Manager, Ma Foi Analytics & Business Services Pvt Ltd, Bangalore (India). Abstract- Advertisement by involvement of celebrities Product sassociated with celebrities appear to have a greater becomes an essence in modern competitive marketing Impact on consumers than products that have never previously environment for high recognition and creation of strong product been associated with a celebrity .

2 However, using testimonials by perception. These days this practice has been extremely famous people simply because of the power the technique offers, noteworthy and the Impact celebrities have on people is without concerning oneself with the appropriateness of the unparalleled. In a country like India which is known for adoring message leads to a loss of credibility by breaking contact with its celebrities, organizations have found an open door to reality (Leschnikowski, Schweizer,&Drengner, 2006). influence the buying decision of people and are known to encash this in the best conceivable way by delegating them as their The personality chosen to make the endorsement must have image ambassadors.

3 celebrity endorsements now play an specific characteristics, which will vary depending on the important role from the perspective of brand building. This company's business sector and, in addition o these, must actually exploratory and quantitative research is aimed to assess the consume the product they advertise because otherwise the Impact of celebrity endorsement in consumers' purchasing celebrity 's seal of approval will end up selling the product, but decisions. The principle goal of this study is to look at the will not contribute to building brand identity due to a lack of relationship or effect of big name on a brand and to further consistency.

4 Therefore, successful campaigns are the result of analyse consumers' perception towards effectiveness of such correctly matching the celebrity and the message to the brand , endorsements on their brand loyalty. because, when both celebrity and brand have values and followers in common, the benefits are multiplied, both for the Index Terms- celebrity endorsements , brand , purchase brand and the celebrity (Milward BrownBrasil, 2006; Guimar es, behavior, brand loyalty 2006;Leschnikowski,Schweizer, & Drengner, 2006).

5 Taking into account the relevance of this marketing tool, the I. INTRODUCTION objective of this study is to investigate the influence exerted by celebrities endorsement in advertisements on consumers'. Advertisement is the art of persuasion'' that is mainly purchasing decisions. A sample of 70 consumers was taken concerned to create awareness about what is being offered with across Delhi/NCR to understand whether celebrities play any ultimate objective to persuade towards buying. celebrity significant role in influencing the purchase decision of endorsement is defined as an individual who enjoys public consumers.

6 The study was also conducted to understand recognition and who uses this recognition on behalf of a consumer 's perception towards the effectiveness of such consumer good by appearing with it in an advertisement endorsements and its overall Impact on consumer brand loyalty. (McCracken, 1989). celebrity branding is a kind of branding or publicizing in which a superstar turns into a brand ambassodor Research Objectives and utilizes his or her status as part of the general public to To find the influence of celebrity endorsement on advance or embrace an item, administration or charity.

7 This is consumer brand loyalty valid for exemplary types of big names like performing artists To find out how important celebrity endorsement is to (ex Shahrukh khan, Amitabh Bachhan), models ( John Abraham, consumers and does it affect their awareness and Malaika Arora, Diya Mirza) Sports competitors (ex. Sachin responsiveness towards the Brands Tendulkar, Sania Mirza) performers (Barkha Dutt, Shekhar To find out the consumers' perception towards the Suman) And Pop Stars (Mika, Dailer Mehndi) as well as effectiveness of celebrity endorsements businesspeople (ex Dirubhai Ambani) and even government officials (Laloo Prasad Yadav).

8 II. LITERATURE REVIEW. In spite of the fact that the cutting edge shopper is getting more and more empowered, brands are still being propagated using a Loudon and Bitta (1994), defined consumer behaviour as the celebrity 's status, power and fan following. How successful these decision process and physical activity individuals engage in commercials are, that is what companies always struggle to when evaluating, acquiring, using or disposing of goods and understand. services . It encompasses concepts drawn from psychology, International Journal of Scientific and Research Publications, Volume 5, Issue 12, December 2015 221.

9 ISSN 2250-3153. sociology, anthropology, history and economics. This means similar views that the involvement of celebrities in advertisement that, in developing products that consumers would obtain value, shows successful results on credibility, communication evoke, marketers requires good understanding of how consumers treat recall and likeability of the advertisements and finally on their purchase decisions. consumer behaviour involves much purchase intentions (Menon et al., 2001; Lafferty and Golsmith, more than understanding what products a consumer buys.)

10 It 1999). embraces factors, which can affect the decision-making process as a person works through the purchase decision. The number of The use of celebrities in marketing communication can be potential influences on consumer behaviour is limitless. These explained based on the following;. include internal as well as external factors and celebrity celebrity endorsement increases the attention paid to an endorsements play an important role in them. advert. Celebrities are generally attractive, which helps persuasion Choi, Lee and Kim (2005), Teich(2008) claim that consumer when the product is attractive-related.


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