Essay On Celebrity Endorser

A celebrity endorser is “an individual who enjoys public recognition and who uses this recognition on behalf of a consumer good by appearing with it in an advertisement” (McCracken, 1989). Friedman and Friedman state that “a celebrity endorser is an individual who is known to the public for his or her achievement in areas others than of the product class endorsed” (Friedman & Friedman, 1979).

The use of celebrities to promote a product is not a new method. It is logical to try and boost popularity of one’s product by linking it to someone that is already popular and who will undoubtedly receive a lot of attention. At this point one can easily state that anyone alive today, living in the western world, has encountered some form of celebrity

Low-involvement products are the products that consumers purchase it frequently and since low-involvement products are low-cost products, consumers’ purchase decision do not involve any comprehensive process and consumer often make purchase decision on the basis of advertisements and in-store cues and extrinsic cues like endorsement of product by celebrity.

2. Objectives of the Study :
`1) To determine the relative effectiveness of Single celebrity endorsed advertisements and multiple celebrity endorsed advertisements for low-involvement product on consumers’ attitude towards advertisement.

2) To examine the comparative influence of Single celebrity endorsement with multiple celebrity endorsement on consumers’ perception about Celebrity’s credibility, sincerity, attractiveness, expertise and trustworthiness.

3) To analyse the comparative influence of Single celebrity endorsed advertisements and multiple celebrity endorsed advertisements for low-involvement product on consumers’ purchase intention for the advertised