Celebrity Influence On Consumers
A research conducted by Anmol Randhawa and Javeed Ahmed Khan showed that a celebrity endorsement has both positive and negative impact on the consumer’s decision making. It enhances the brand’s value and creates awareness of the brand’s products among consumers. Advertisements featuring celebrity endorsed products influence a consumer to purchase that product rather than the non-celebrity endorsed products. (Randhawa and Khan, 2014) The negative impact is frequent changes of celebrity endorsers reduces the buying decisions of customers. Also, the research output conveyed that consumers think that the quality of celebrity endorsed products are not good which is the main reason for declining the brand’s products. (Randhawa and Khan, 2014)
Priya Chetty stated that an organization should choose a celebrity who has a longtime good image and who doesn’t endorses numerous brand as the consumer might think the celebrity doesn’t like the brand’s products and is endorsing just for the sake of earning money.
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This puts down that an organization must be consistent and have a long term commitment with the celebrities. (Chetty, 2014)
In other study carried out by Daneshvary and Schwer (2000) showed the relation of celebrity, company with the consumers. It expressed how consumers have a strong connection towards a celebrity endorser so if a company wants consumers to relate to their product it is important to pick an endorser who uses the product and that usage is a reflection of professional expertise. (Daneshvary and Schwer,
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