By using celebrities as endorsers in advertising for this specific type of products, the company communicates the confidence, beauty, talent and perfection that are often associated with famous actresses/actors, artists, etc. Customers’ attitudes regarding brands and products are well enhanced by celebrities, but whether it generates repeat purchase intention and brand loyalty is not so clear. Brand loyalty makes consumers deeply committed to a specific brand. It is very important for the marketers in the long run. This research study focuses on understanding the relationship between celebrity endorsement and brand loyalty.
Celebrity endorsement aims to create knowledge and create interest in the minds of customers. To do so several marketing techniques are implemented. Celebrity Endorsement is one of the influencing tool by which advertisers try to leverage the image and identification of the celebrity to promote a brand or company. Celebrity endorsement makes the advertisement dynamic, fascinating, interesting, but attention is also taken by customers.So far the celebrity is taken as a role model and in return these celebrities impact their lives. Celebrity endorsement is being done since long time, in fact not too late when advertisement techniques were taken on new shapes because advertisers recognized soon that by using public figured personalities in advertisements
Introduction: Celebrity endorsement is a form of brand or advertising that involves a famous person who uses their fame to help promote goods or service. These famous people can be from any field like arts, sports, etc. Perfumes and clothing are some of the most common products who avail celebrity endorsement techniques which include television ads, launch event appearances, product line etc. Most organizations use celebrities in their marketing communication hoping that it will increase sales and will have a positive effect on profits. Celebrities are a popular choice for brand endorsements as they are widely recognized and appreciated among a larger section of population for factors such as their attractiveness, likeability and trustworthiness
For instance take Jennifer Lopez an actress, fashion designer, author, producer, dancer, and singer, she is often referred to as one of the world 's most beautiful women. When we look at her pop culture and society tells us that she is beautiful. What qualities does she possess that makes her represent beauty? Is it her talent or the way she just naturally looks? I believe that these are important pieces of the puzzle, but I think the most significant link between her and beauty is her marketability.
I also want to know how L’Oreal managed to become such a successful company. For me, I think it will not be very difficult to find good and reliable information, since L’Oreal is very famous and well known. The last reason is that by choosing L’Oreal, I think that it will give me a chance to see how brands, that I use everyday got developed or in other words, how they started to get recognized by consumers all around the world. It is exciting to see the different ways L’Oreal went trough to catch customers attention and hold on to them by providing products, which satisfy their
Still their importance has not been reduced. Companies are getting benefits from celebrity endorsement. Consumers feel that quality of product will be very high due to celebrity endorsement. They have trust on celebrity endorsement. Attractiveness of celebrity endorsement will grab intention of consumers.
Effect of Brand Name on Quality Perception and preference. Introduction Recently, the consumer consciousness had raised and most of the consumers choose to purchase their familiar and favorable brand. Therefore, if businesses want to defeat their competitors, they have to make consumers love to buy their products and brands. Even though consumers are familiarize to the product they heard before and are willing to purchase the product, brand awareness is the most important factor to influence purchase decision. When consumers want to buy a product, and a brand name can come to their minds at once, it reflects that product has higher brand awareness.
Applications: The applications deal with the “Halo effect”. This effect occurs when the public sees celebrities use the products, they are more inclined to buy the product because they want to mimic their role model. A celebrity is a person who is known by his well knownness. McCracken has defined a celebrity endorser as a person who enjoys public recognition and who uses this recognition on behalf of a brand to endorse the brand. Thus associating a public figure with a brand, employs rhetorical teachings to implicate the ethos appeal thereby associating a sense of credibility and trustworthiness with the brand.
It raises the awareness levels of the customers by educating them about products and services which they were not aware of earlier. It is a form of non-intrusive marketing. The idea behind Content Marketing is that if a business delivers consistent, relevant and useful information to the customers then they will ultimately reward them with their business and loyalty. Content Marketing vs Traditional Advertising Traditional Advertising has some major flaws as highlighted below • Grabs the attention of the customer for a short span of time • Is more of an interrupting nature rather than providing some valuable information • Tends to be expensive Content Marketing scores over traditional advertising in the following ways • Builds a long term engaging relationship with the client by providing useful and valuable information • Instead of pushing a customer to purchase it educates a customer about the offerings • Instead of targeting a mass market, this can be tailored for different user groups. It is cheaper than traditional
Kotler (2006) defines celebrity endorsements in very simple terms; Kotler (2006) explains that celebrity endorsement is a particular strategy used by marketers to advertise a product from such a platform through which consumers can associate themselves with the brand value from the perspective of the celebrity personnel. In India a celebrity idolizes in the mind of the consumer so large that any activity can be capitalized on their huge fan followers (Erdogan, 1999). Therefore the huge and binding relationship between celebrity endorsement and consumer behavior cannot be ignored or undermined in a competing business environment like India. Using well-known and admired people to promote products is a widespread phenomenon with a long marketing