This exploratory and quantitative research is aimed to assess the impact of celebrity endorsement in consumers’ purchasing decisions. The principle goal of this study is to look at the relationship or effect of big name on a brand and to further analyse consumers’ perception towards effectiveness of such endorsements on their brand loyalty. The students of different universities as respondents has been taken to know their perception regarding the celebrity and its attributes and the impact of celebrity endorsement on their buying behavior. It is concluded that celebrities endorsed advertisements are more attractive than the non-endorsed advertisements. Moreover, the tested attributes of celebrity show positive relationship with the buying behavior and brand perception as well.
Finding affirmed by Kahle and Homer (1985) indicated that a more attractive celebrity endorser is more effective than a less attractive celebrity spokesperson, only when the endorsed product is attractiveness-related such as perfumes, fashion apparels or cosmetics. Kamins (1990) also indicated that for the attractiveness-related products, for instances cosmetic goods and apparels, an attractive celebrity endorser with higher likeability and familiarity significantly enhances the attitudes towards the advertisement and the advertised brand. In the contexts of product placement, optimal match between the celebrity and the placed product is also critical in the practice of celebrity-involved PPL. The congruence between celebrity involved in PPL and placed brand or products can be a viewed as a powerful endorsement, whether the placed products are verbal mentioned or used, worn, or handled by celebrity, because the personal qualities and source characteristics of celebrity are transferred to the placed brand or products (Friedman & Friedman, 1979; McCracken, 1989). Since this study intends to provide a comprehensive illustration of the celebrity-involved PPL by including celebrity-brand/product congruence in the picture.
It is also recommended that since the young adult consumer is largely affected by the brand image, marketers try to focus more on luring them as consumers and target them directly in their advertising tactics. 5.3 Recommendations The researcher came up with the following recommendations which may be followed to enhance consumers’ purchase decisions: 1. Since it has been found that young adults are influenced by the brand image resulting in buying behavior, it may be recommended that companies focus more on targeting this group of consumers by directing advertisement campaigns towards them. 2. Companies may use celebrity endorsement more effectively to achieve the desired brand image level.
In my opinion, celebrities can enhance brand image through the credibility of celebrities. When a celebrity endorses a brand, he is representing the image of the product and its meaning to consumers. So, the credibility of the celebrity is crucial. Consumers always believe in public figure, they perceive a celebrity endorser
Additionally, personality, likeability, similarity of endorser would also affect the perception of attractiveness from the consumers. Many researchers suggested that attractiveness is the first judgement that made by individuals to another. It is true because beauty will made a better first impression towards celebrity endorser and brand image. Attractive endorsers tend to be more effective in product promotion and attract consumer’s attention. Therefore, they were often featured in the mass media and print media.
Celebrities generally differ from the social norm and enjoy a high degree of public awareness. The reason for using celebrities for endorsements is their huge potential influence. Compared to other endorsers, famous people achieve a higher degree of attention and recall. They increase awareness of a company’s advertising, create positive feelings towards brands, and are perceived by consumers as more entertaining. Using a celebrity in advertising is therefore likely to positively affect consumer’s brand attitude and purchase intentions.
According to Ohanian (1990), lots of various factors influence consumer of celebrities as endorser of a brand. Factors that celebrity have is their attractiveness, trustworthiness and expertise that gives celebrity as an effective endorser. (Hovland, Janis and Kelley 1953; Hovland and Weiss 1951). Thomson (2006), Self-determination theory says that people look or seek to satisfy three basic needs: the autonomy (freedom to make choices), relatedness (closeness to others) and competence (achievement). Thomson’s study found that consumer had stronger attachment towards celebrities who made them feel they are cared and love.
But even then, the glamour of a celebrity seldom goes unnoticed. Thus, celebrity endorsement in advertisement and its impact on the overall brand is of great significance. In this process, the companies hire celebrities from a particular field to feature in its advertisement campaigns. The promotional features and images of the product are matched with the celebrity image, which tends to persuade a consumer to fix up his choice from a variety of brands. Is this the only way to curb the louasion as brand differentiating messages.
So in advertisement marketers use different tactics and celebrity is one of them. Celebrity is a famous person that is well known by a great segment of the society and has the power to attract the audience. An advertisement should portray the truthful opinion, credence, honesty and experience of the celebrity. If the advertisement has the claim that celebrity uses it then that celebrity should be the bonafide customer. The advertisers believe that if a celebrity has a positive impact on the target audience, the brand will be in high demand.
(McCracken 1989, p.310). Advertisement is the process of purchasing promotion. The effect of advertisements on consumers with celebrity spokespersons are greater than influence with non-celebrities (Atkin& Block, 1983). The impact of celebrity credibility on the consumer perception to purchase shows that only the “expertise” has impact on consumer’s purchase intention. The people likes favorite celebrity when they saw them as experts in the some product advertisement with good physical