How Does Celebrity Endorsement Affect Brand Image
Impact of endorsement on Brand image
Introduction
Overview:
When a brand launches a product, the major part that affects the purchase is the brand image and loyalty of the consumers towards the brand. If the consumers do not trust the brand and does not have a good image of a brand in their minds than it negatively affects the purchases of the products of that brand.
Definition of a Brand and endorsement
According to Kotler and Keller (2006:274), a brand image can be defined it as, “name, term, sign, symbol, design or a combination of them Endorsement and its types intended to identify the goods or services of one seller or group of sellers to differentiate them from those of competitors”.
My research deeply focuses on how celebrity endorsement affects the brand image, and what factors of celebrity endorsement influence the advertisements and the brand image of a company. Endorsement is defined
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Another objective was to explore the connection between different brands and the psyche of consumers and on which factors a model is chosen for endorsement which helps a brand to identify the critical areas that need attention and concentration.
1. Primary objectives:
• The impact and effects of celebrity endorsement on a brand’s image.
2. 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
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