1.1 BACKGROUND OF THE STUDY In recent years, use of celebrities in advertisements has become more prevalent than ever. Marketers have the perception that this technique of persuasion is a winning formula to build brand image, to enhance revenues, and to generate brand loyalty. We are bombarded by a variety of different advertisements in our everyday life without having a choice not to. Celebrity endorsement is very popular and widely used in advertising. Celebrities bring new dimensions to a brand through immediate recall, brand awareness, and bonding with customers.
2.3.5 Celebrity-brand/product Congruence While analyzing the influences of a celebrity endorser on consumer attitudes and behaviors, it is critical to take into account of the celebrity-brand/product congruence, is also referred as the match-up hypothesis, which is another important stream in celebrity endorsement research. The match-up hypothesis concerns the necessity for an appropriate fit or a match between the celebrity and the brand or product being endorsed (Ilicic & Webster, 2011; Till & Busler, 1998). Kahle and Homer (1985) also depicted that there should be a fit or congruence between a celebrity endorser and the endorsed product or brand. Advertising effectiveness is enhanced when the celebrity endorser’s image fits or matches with
Attractiveness of celebrity endorsement will grab intention of consumers. Celebrity endorsement is used by companies to enjoy media exposure. Brand equity will be improved due to celebrity endorsement (Farrell, Karels, Monfort and McClatchey, 2000; Erdogan et al., 2001). Celebrity endorsement will give companies a competitive advantage over similar brands. However, celebrity endorsement will not be effective if they endorse more than one brand (Solomon,
Benefits of using celebrity endorsements: Celebrities help to revive a brand and to keep it fresh and memorable in consumers mind. They often work best because they naturally generate lots of attention and are known nationally. Some of the benefits by brand endorsements are listed below: • Attract potential customers: Finding and keeping new customers is hard for some organizations. Using a celebrity to endorse an organization 's product or service can entice new customers and also helps to retain them. • Revive a brand: Celebrity endorsements can help recover a good or service that is losing market share and consumer mindshare.
(CHOI and Rifon, 2007). According to term ‘celebrity’ can be defined as, ”Celebrities are people who are known by public recognition by a vast share of peculiar Group of people.” (Schlecht, 2003) “Any individual who enjoys public recognition and this recognition is utilized on behalf of a consumer product by showing up with it in advertisement”. (Mc Crakcen, 1989) Celebrity endorsement is done by advertisers because of its huge profits endless possible influence. There are specific potential advantages of celebrity endorsement, the advertisement in which celebrities are endorsed get more attention as compared to non-celebrity ones, celebrity endorsement helps the company in re-positioning its product/brand and finally entitle the company when it penetrates new in the market or plans to move in international market. However, through celebrity endorsement a company cannot achieve sole key to success.
To have the younger generation aware that they exist and to get the information to the public about their political agendas politicians have had to innovate the promotional strategies they use; they have to go on talk shows, use and be active on social media platforms, have celebrity endorsements and be more active in making public appearances, however planned these all may be, these public relations- publicity activities still have to be done to have the public aware of their existence, just as celebrities have to do to stay in the public eye. According to Epstein Celebrity Culture is the values,largely, of publicity and it has institutions, contain values and exist around
Secondary objectives: • To study the perception of the consumer of celebrity’s personality on the image of brand and how that image is created with the help of an endorser. • To understand how the different types of endorsers can have different effects, and the way their life events affect the perception of the brand in a consumer’s minds. • Lastly, to know how celebrity endorsed ads are perceived differently from other advertisements. Research question: 1. What is the Impact of celebrity endorsement on brand
Furthermore, Andrew Cooper believes that celebrities can do things for the public that current politicians can’t. He states that celebrities not only fills the void in public trust but they can also “use fame to place matters of human rights and global inequity on to the international agenda” . In all, the phenomenon of celebrity diplomacy is rising, and there have been some concerned voices for this matter. Professional diplomats are worried that the blurred lines will do more harm than help but there are others who acknowledges the rising new actors. As Vallely (2009) puts it, “We have to take these celebrities seriously.
Promotion Mix Advertising Advertising offers several key advantages like it will lend credibility to our product and brand. Advertising will introduce AdvaLert to the target market as a new product. Persuading the audience to choose AdvaLert over a competitor’s by allowing NST to strategically place our ads to reach the target market. Once established in the market advertising can remind the target market of AdvaLert’s benefits and value. Advertising has some disadvantages as well; creating an advertisement is expensive for many up and coming companies, many lack the startup to invest in such a large project.
(Goldsmith et al, 2006) In particular, a celebrity endorser should have a high level of visibility and a rich set of potentially useful associations, judgments, and feelings. Ideally, a celebrity endorser would be seen as credible in terms of expertise, trustworthiness, and likeability or attractiveness, as well as having specific associations that carry potential product relevance. (Goldsmith et al, 2006) Kelkar (2008) states that in the past also a number of different brands have created strong associations with celebrities that have served as sources of brand equity, and this has actually done wonders for these firms. In India quite a few companies that market FMCG products are using popular sports persons and film stars in their advertising to endorse their products. Sachin Tendulkar, Rahul Dravid, Saurav Ganguly, Amitabh Bachchan, Shahrukh Khan, Salman Khan, Katrina kaif and many others are a common sight in ads; the list goes on and on.