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Celebrity Reputation In Advertising Essay

1857 Words8 Pages

Introduction

The assertive intention of every firm on promoting their products would be to reach the customers. In reaching out to customers advertisements play an indispensable role. Though advertisements bait the customers towards the products promoted, but using celebrities in advertisements make amorous advances towards purchase intention of the product. Advertisements using celebrities provoke the target audiences better than any other promotional techniques. The recall of celebrity endorsed products standout and gets recognized by customers when they are on a shopping of multiple brands of similar products. Though many studies were carried out on celebrity endorsements this study makes it relevant by considering the variables like attractiveness, …show more content…

Till and Michael Busler (Autumn, 2000) Physical attractiveness Positive association with Purchase intention
Hovland and Weiss (1951) Familiarity, Likeability and Similarity of celebrity Positive perception of ad, celebrity and brand when celebrity is familiar and likeable

McGuire (1985) Expertise, Trustworthiness of celebrity Positive perception of ad, celebrity and brand when expertise and trustworthiness high
Goldsmit et al. (2000). Endoser credibility Endoser credibility has a direct relationship with Purchase intention which possesses a consumer affective towards ad which forms positive purchase intention
McCracken 1986) Process of transfer of meaning from celebrity to product and to consumer The higher the perceived match between symbolic properties of the product and celebrities meanings drawn from his/her assumed roles, the higher the likelihood of consumer‘s consumption and appropriation of product‘s …show more content…

Hence the data analyzed does not support H1, therefore, H1 is rejected. This means that celebrity endorsements positively impact ad perception and there is a positive correlation between the two. The table also explains the various fit indices for the model used to determine the impact of celebrity endorsements on the impact variable ad perception. This means that the said model is a good fit and model is acceptable. Thus, our proposed model passes the test of goodness of fit and can be considered an acceptable model for finding out the impact of celebrity endorsers on ad

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