ipl-logo

Celebrity Endorsement Impact

1470 Words6 Pages

Impact of Celebrity Endorsement on Consumer Buying Behavior
Abstract
Today celebrity endorsement becomes the multi-million industries in the world. Marketers endorsed celebrities with their products and brands in the advertisement to increase their sales and change the perception of the viewer’s regarding their brand, which positively impacts on their buying behavior. This research study focuses on the celebrity endorsement and its impact on the customer’s buying behavior and their perception regarding the product or brand of the company. A quantitative method is used in this research in order to investigate the impact of celebrity endorsement on buying behavior. The data of 200 respondents is collected through questionnaire and results were …show more content…

Now a day it’s the best strategy used by marketers to influence customers by showing celebrities with their products, it includes different appeals lie, exciting, absurdity, sexual etc. Belch, G. and Belch, M. (2008) acknowledged that the main aim of formulating such strategies is to get high brand revelation, longing, concentration and curiosity. To do so, marketers attach famous personalities’ with their products. McCracken (1989) stated that these famous personalities’ had great influence on the consumer’s buying behavior that’s why it becomes the most attractive tool of advertising now a day. The major aim to do advertising and adopt this strategy is to influence customers towards the products (Ohanian …show more content…

For making marketing decision buying process model is playing a very important role for any one. It makes marketers to think about each step of this process rather than just purchase decision because if marketers just consider the purchase decision, it may be too late for a business to influence the choice of customers. According to this model the customer pass through all stages for purchasing every goods or services. However, in more regular purchases, customer often skips some the stages (Kirmani & Shiv1998). Factors effecting buying behavior
Brewster, Sparrow and Vernon (2007) explain about Factors that affect buying behavior and vary from person to person, age to age, and area to area. Every society follows its own norms, culture and values. At different stages of life our preferences change because of our age, needs, lifestyle, earning and psychological factors. These factors can be Internal (memory and way of thinking) or External (media, word of mouth, publicity and feedback).
There are several factors, which pressure the buying

Show More
Related

  • How Does St. Jude Use Celebrity Connection In Marketing

    350 Words  | 2 Pages

    For their marketing strategies, St. Jude uses celebrity stars connection as well as good marketing decisions and programs to attract the consumers and businesses. This type of marketing brings in hundreds of millions of dollars each year for the hospital. Some of their fundraising efforts were Trike-a-thon, Math-a-thon, Up 'Til Dawn and the Dream Home Giveaway (Zmuda, 2011). Their celebrity connections started when the founder, Danny Thomas, would get celebrities like Bob Hope and Sammy Davis Jr. to come and support the cause. Today his children Marlo, Tony and Terre continue to be involved and get celebrities like Jennifer Aniston, Robin Williams and Antonio Banderas to support (Zmuda, 2011).

    Read More

  • Summary Of Deborah King The Impact Celebrities Have On Our Lives

    92 Words  | 1 Pages

    In the article, entitled “The impact Celebrities Have on Our Lives,” Deborah King establishes,The reason why celebrities have different effect of audiences. In the beginning, King points out that bad news travels faster than positive. The author indicates that celebrities have a bigger influence on younger people than older people. In addition, celebrities are just like us , but with more money and bigger homes. It is also important to note, that she maintains the topic throughout the whole article.

    Read More

  • Deborah King The Impact Celebrities Have On Our Lives Summary

    92 Words  | 1 Pages

    In the Article entitled The Impact Celebrities Have On Our Lives by Deborah King discusses the reasons why we are obsessed with celebrities. To begin with, King points out that the truth is that we are obsessed with celebrities. The author implies that the impact of celebrities can be positive as well as negative. In addition, she indicates that some believe we are obsessed with celebrities because we need to have an escape from the humdrum of everyday life. As a result, King, wraps up that we have an obsession with celebrities.

    Read More

  • Malcolm Gladwell The Tipping Point

    1061 Words  | 5 Pages

    (Gladwell, Malcolm.) In fact, the truth is that even without realizing it we make decisions based on this sticky factors of products. A clear example on how this affects us is at the moment we make decisions. If one starts thinking about the last time that you decided what to wear, or where to go to eat, you may surprise yourself by noticing that most of this decisions came from the idea of what you already knew about that style of clothing or what you have heard about that certain place, not just through friend but through the different forms of mass communication, where these rand publicizes themselves as

    Read More

  • A Rhetorical Analysis Of Mcdonalds

    983 Words  | 4 Pages

    Advertisement plays a big role in our society and it’s a way of attracting people ‘s attention. For instance, McDonald’s website illustrates a vision of focus, perspectives and colors to approach the audience in a way of selling products only using three methods. These methods are logos, pathos, and ethos. Logos is an argument or form based on a logic, pathos make appeals based on emotions and ethos is the form or appeal of character or credibility. Using these three methods is a way to analysis how McDonalds persuade, inform, and reminder in advertisement.

    Read More

  • Unit 30 M2

    882 Words  | 4 Pages

    Celebrity endorsement is when a company uses the notoriety of a famous person to sell a product or service. There are many benefits in using a celebrity in an advert. It helps build brand equity. The brand gets linked to the celebrity and therefore can get more recognition, allowing the company to achieve larger sales and profits.

    Read More

  • Neighborhood Food Environment Assessment Tool

    456 Words  | 2 Pages

    Some of these factors include the cleanliness, accessibility, ads on the storefront, and payment options. Each of these factors play an important role for a customer. For instance, cleanliness attracts customer to purchase more products at a store. Accessibility is another factor that is really helpful for disabled customers for using the store. While, the various company commercial ads on the storefront gives customer an idea of what products they could purchase from the store.

    Read More

  • Analysis Of Morgan Spurlock's TED Talk

    971 Words  | 4 Pages

    People such as celebrities, have a higher influence on people and their decision making on products, which is why many companies hire well-known celebrities to promote their products in the media. In an article written by Marketing Charts called, “How Influential are Celebrities?” they discuss the power of product placement and celebrity endorsements. The statistics for how much a celebrity influences its fans varies throughout the article, depending on what exactly they endorse. The article had some very interesting key points about celebrities also having a negative impact on product endorsement, mentioning that traditional brand promotion without celebrities had more of a positive influence.

    Read More

  • Analysis Of The Buyer Decision Process Of Porsche

    1875 Words  | 8 Pages

    Porsche 1. Analysis of the buyer decision process of a traditional Porsche customer. There are five stages in buying decision process which are shown through following diagram: Porsche is a reputed company and it is well known to customers. In case of difficult situation of purchase, customer can follow all the five stages such as purchasing of durable goods of new brand.

    Read More

  • Celebrity Culture Is Bad For Society Essay

    889 Words  | 4 Pages

    Would you want you whole life stalked by people and paparazzi snapping pictures of you eating, sleeping, having personal time with friends or family, and somehow always finding out where you are and getting no private time to yourself? Most people prefer to don’t want to be stalked everyday, especially when your sleeping or eating with someone. Gossip tends to ruin or somewhat help people’s lives because it spreads certain things you didn’t want some people to know that have now found out due to gossip, which inevitably is worse then not being able to stand up to the person face to face and tell them yourself. This life of a celebrity can be extremely harmful, not only to the individual themselves, but the people around that individual. Another thing that tends to be ruined or lost by celebrity culture is

    Read More

  • Factors Affecting Unilever

    811 Words  | 4 Pages

    Political environment includes laws, government agencies, and pressure group that influence and limit various organizations and individuals in a given society. Economic environment consists of economic factors that affect consumer purchasing power and spending patterns. Social factors include the demographic and cultural aspects of the external macro environment. In which demography is the study of human population in terms of size, density, location, age, gender, race, occupation, and other statistics; cutural environment consist of institution of other forces that affect society’s basic values, perceptions, preferences, and behaviors. Therefore, these factors have an impact on customer’s needs and size of potential markets.

    Read More

  • Apple Consumer Behavior Case Study

    1879 Words  | 8 Pages

    Most of them in the UK and the US are using apple Co. products from iPod to the iPhone. 3. Factor Influence Apple’s Consumer Buying Behaviour 3.1 PSYCHOLOGICAL FACTORS 3.1.1 One of the major factors that influence consumer buyer behaviour is psychological factors. Psychological factors can be distribute into five categories, that is motivation, perception, learning ,beliefs and attitudes and this all can influence a person’s buying choices.

    Read More

  • The Influence Of Popular Music In Advertising

    2169 Words  | 9 Pages

    According to Allan (2006), marketeers and “advertisers” use variable approaches and techniques in order to fully engage, involve and immensely persuade the “potential” consumers to buy their product or service (p. 434). It is noticeable that these techniques have greatly evolved and remarkably developed through the past decades (Hemmings, n.d.). This gradual enhancement in advertising techniques is precisely concentrated in the background features of advertisements, such as “attractive” colours and pleasing music (Gorn, 1982, p. 94). In other words, marketeers established an entirely new method to attract the audience, and this is done through integrating psychology in marketing. This has been the main goal of all marketing campaigns and advertisements

    Read More

  • Demographic Analysis Of Apple

    1564 Words  | 7 Pages

    Apple marketers must always be aware of the present and future economic developments. This is to ensure that the marketing plan can be done. Economic environment factors that affect consumer buying and spending and affect the wealth of an area include income distribution inflation, recession and spending patterns. The amount of individual or household income is refers by consumer income.

    Read More

  • Literature Review Of Advertising

    974 Words  | 4 Pages

    Advertisement is a method of mass promotion that’s typically used by different firms to reach large groups of potential consumers to persuade and inform them about a particular brand of product or service through oral or visual message. This means that the aim of any advertising is to differentiate and deliver various information about the product and the company to the prospective and existing consumers, it is therefore vital to make the message of the advertising effective, clear, focused and singular to make it easy for the target customers to hold on to it and catch it; as this provides a basis for

    Read More

More about Celebrity Endorsement Impact

Open Document