and this will hamper companies to create a unique position and receive attention from consumers. Using celebrities can help companies to create unique ads and engender a positive effect on the attitude and sale intention towards the brand. Celebrity endorsement has been applies for many years. The strategy of celebrity endorsement has positive effects for both company and celebrity. Using a celebrity, the consumer receives a positive feeling of security and association. Since his or her idol is recommending
STUDY TO MEASURETHE IMPACT OF CELEBRITY ENDORSEMENT OVER BUYING BEHAVIOR OF CUSTOMERS Ms. Sushmeet Kaur Assistant Professor, Sri Venkateswara College, University of Delhi (New Delhi)-110021 (India) sushmeetkaur@rocketmail.com & Ms. Shilpa (Corresponding Author) Assistant Professor, Sri Venkateswara College, University of Delhi (New Delhi)-110021 (India) shilpa.dse@gmail.com ABSTRACT The study aims to measure the buying behavior of the customers towards the celebrity endorsed products. The study
To examine the impact of celebrity endorsers on consumer shopping styles and purchase intentions for select global brands in apparel industry. A Proposal Submitted to University Business School Panjab University Chandigarh On September 3, 2014 By Gobind Raj Singh Aulakh MBA-IB Roll No. 9 Table of Contents 1. Introduction…………………………………………………………………………………...........................3 2. Need for the study…………………………………………………………………………………………………..4 2.1 Contribution of the research……………………………………………………………………………
quality and build up a positive attitude towards buying intention (Clow, James et al. 2006). The works of lots of researchers demonstrate that the standpoint and the physical appeal is an exceptional component through which the viability of model endorsement is checked. (Baker, Churchill et al. 1977; Joseph 1982; Kahle and Homer, 1985; Winham & Hampl, 2008) But as indicated by Bower & Landreth (2001) the highly attractive models are less compelling in promoting frequently. There are many measurements
healthier, stronger ancestors who were not faced with diabetes, cardiovascular disease and the numerous other health conditions that are becoming increasingly common, in modern society. Its numerous health benefits, its effectiveness in encouraging weight loss, and endorsement by celebrities such as Pete Evans, all contribute to the popularity of the Paleo diet. The Paleo diet is based on how our ancestors ate millions of years ago in the Palaeolithic period on the season and availability.
Homor, 1985) has also shown that the recall rates of a brand are higher when endorser is attractive as compare to unattractive one. The celebrity endorser is define as a person who enjoys recognition of public and uses that recognition on behalf of a customer good by appearing in a particular advertising. There is always a positive impact of celebrity endorsement on buying behavior of customer (Ahmed and Ashfaq, 2013).The best example of this is Czech model Eva Herzigova’s traffic stopping billboard
Recall is remembering of the contents of the advertisement seen.It is to recollect what has been heard and seen in advertisements.It is a measure of advertising effectiveness where a sample of respondents are exposed to an advertisement and then at a later point in time asked if they remember the advertisement. Ad recall is normally on an aided or unaided basis. Aided recall is when the respondent is told the name of the brand being advertised. Rik G.M. Pieters (1999) presents in the study that
Introduction Jamie Oliver is not just a lovable British chef celebrity, he is a revolution in the modern world of food. He is known as a food campaigner and a TV star, who had a great success, regardless of his childhood background and poor scores in high school. It is a story, which is an example of achieving something you really desire when all you have is youth and passion for what do. When BBC airs The Naked Chef TV show, Oliver gained a great popularity and success on British televisions. Furthermore