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Celebrity Advertisement

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Advertisement by involvement of celebrities becomes an essence in modern competitive marketing environment for high recognition and creation of strong product perception. These days this practice has been extremely noteworthy and the impact celebrities have on people is unparalleled. The practice of celebrity endorsements has proliferated over time. Nowadays it has become a pervasive element of advertising industry. Celebrity endorsement business has become a multi-million industries. Marketers use celebrity endorsers to influence the purchase decision of consumers in order to increase their sales and extend their market shares. In a country like India which is known for adoring its celebrities, organizations have found an open door to influence …show more content…

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. It also proved that there is a significant impact of celebrity endorsement on the buying behavior. Finally, the results of the study further proved that there is a significant impact of celebrity endorsement on the buying behavior of …show more content…

A person living in an over populated country will be exposed to one thousand advertisements on average per day. But the viewers tend to forget 80% of the information within 24 hours. In order to deal with this, marketers use celebrity endorsement to reinforce their marketing messages considering the massive amount of celebrity endorsement practices in advertising. This study is an effort to explore the effectiveness of the use of celebrity endorsements in advertisements and its influence on consumers’ purchasing decision and also to examine the link between celebrity endorsement and its effectiveness in attaining the brand loyalty.

Research Objectives
• To find the influence of celebrity endorsement on consumer brand loyalty
• To find out how important celebrity endorsement is to consumers and does it affect their awareness and responsiveness towards the Brands
• To find out the consumers’ perception towards the effectiveness of celebrity

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