Influence Of Celebrity Influence On Consumer Behavior
Celebrity Attributes and Influence on Consumer Behavior
*Pranayraj More
*Priyanka Rane
*Nimesh Savania
*Priyank Shah
Introduction
The behavior that consumers display in searching for, purchasing, using, evaluating, and disposing of products and services that they expect will satisfy their needs is called consumer behavior. It focuses on how individual consumers and families or households make decisions to spend their available resources (time, money, effort) on consumption related items. That includes what they buy, why they buy it, where they buy it, how often they buy it, how often they use it, how they evaluate it after the purchase, the impact of such evaluations on future purchases, and how they dispose of it.
In order to attract more and more consumers marketers are opting for celebrities. Successful careers in sports and entertainment are commonly associated with celebrity status. People may also become celebrities due to media attention for their lifestyle, wealth, or actions, or for their connection to a famous person. An effective strategy for using celebrity endorsements primarily involves two key aspects—parameters for selecting the right celebrity and key metrics for determining the ROI. Brand managers need to conduct extensive research to evaluate a celebrity’s attributes to strike a match with the brand’s image.
Mostly an organization should assess a celebrity on three key parameters:
• Celebrity–Brand Match
The strength of a message depends on the
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