showed that celebrities have significant effects on attitudes toward the product and purchase intentions when they endorse products high in psychological or social risk, such as costume jewelry. They also found that celebrities are more effective than expert or typical-consumer endorsers in advertisement recall and brand name recall, regardless of the product type. Hoeke, and Moe (1989) showed that the brand attitudes and the purchase intentions are pretentious positively by the celebrity appeals. As
2.1 CELEBRITY ENDORSEMENT Celebrity can be defined as a person who holds fame and recognition in the public and own exclusive attributes like physical attractiveness, expertise and reliability (Hayat, Ghayyur, & Siddique, 2013). People who are well known among significant portion of public due to the publicity connected to their lives are known as celebrities (Rai & Sharma, 2013). Celebrities are well known to the general public and they use their social ranks to make impression on people while representing
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
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
utilitarian or luxurious, entry-level or high-end, etc.) through advertising. Once a brand is positioned, it is very difficult to reposition it without destroying its credibility. Also called product positioning.” (www.businessdictionary.com/) Advertisement Advertising is a non-personal form of promotion that is delivered through selected media outlets that, under most circumstances, require the marketer to pay for message placement. Advertising is a method of mass promotion as a single message can reach
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……………………………………………………………………………
In today’s world, advertising is more than just having commercials on television, social media and magazines; it takes more than that to increase the company’s revenue. Companies now use celebrities in order to advertise their products. Research has shown that this is one of the most effective way of increasing product or awareness as well as profit, because the celebrity adds value to the company or product (Amos et al., 2008). This method of advertising increases trust between the company and its
consumers. Brand image, persuasiveness and celebrity endorsement also play a part for advertising and catching the eye of the consumers. Television, radio, internet, magazine and newspapers are the general medium for communicating to consumer for the buying decision upon the product or
commercials for Pepsi. (Jack Myers, 2012) Both Coca Cola and Pepsi have significantly altered their marketing strategies to target young consumers, focusing on creating inexpensive content to be disseminated via social media rather than on traditional advertising
profitable, necessary advertising technique and/or detrimental to society, as it encourages underage drinking? By analyzing the rhetorical appeals