The risk of using celebrity endorsements: There is a downside to celebrity endorsement as well. Some of the risks are listed below which companies should consider before investing in this • Image change: Celebrities make mistakes in their life. And sometimes these mistakes can affect the brands they endorse. Unfortunately, the mistakes of celebrity endorsers are played out in front of the public and brand can suffer severe
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
• Film stars and sports stars both are equally liked celebrity persona. • Celebrities which might be cricket stars like Sachin Tendulkar, Mahinder Singh Dhoni or Film Stars like Shah Rukh Khan or John Ebrahim. They treat them as God. Marketers use this very Preposition so as to influence their target customers may be existing or potential ones. • The factors identified are mostly effectiveness of celebrity, attractiveness of celebrity, credibility, source power, celebrity expertise, compatibility index of a celebrity.
By using celebrities as endorsers in advertising for this specific type of products, the company communicates the confidence, beauty, talent and perfection that are often associated with famous actresses/actors, artists, etc. Customers’ attitudes regarding brands and products are well enhanced by celebrities, but whether it generates repeat purchase intention and brand loyalty is not so clear. Brand loyalty makes consumers deeply committed to a specific brand. It is very important for the marketers in the long run. This research study focuses on understanding the relationship between celebrity endorsement and brand loyalty.
reflects today’s pop culture mindset that one can achieve success, fame, beauty and money by simply becoming a reality star. Pop culture is defined as cultural activities or commercial products reflecting, suited to, or aimed at the tastes of the general masses of people. Pop culture also encourages conformity and individualism which is exactly what reality t.v. aims to do. While reality t.v.
There have been different definitions for the concept of celebrity endorsers. In 1989, McCracken defined a celebrity endorser as a person “who enjoys public recognition and uses this recognition on behalf of a consumer good by appear with it in an advertisement”. Gupta (2009) considered celebrity endorser as a person who can use their name to get public attention, raise public interest and generate profit prom the public. In other words, associating with a celebrity allows companies to create background stories and eventually, the product or brand will receive attention from the public. A celebrity endorser can also be understood as a person who is known by the public when appearing in an advertisement with a product to promote that product (Mc Donald, 2002).
Abstract Celebrity endorsement is a one of the most popular tool of advertising in recent time. Basically it is a marketing communication used to persuade an audience to take and some action, and Advertisement celebrities become an essence in modern competitive marketing environment for high creation of strongly product perception. Celebrity endorsement is the main focus of the study where celebrities with their attributes are used for their endorsement influence on purchase decision. Firms are making vast investments in hiring celebrities for positioning of brands by making organizations with endorser qualities such as trustworthiness, appearance,expertise and congruity. In the study consumer celebrity relationship is confirms that attributes
Attractiveness of celebrity endorsement will grab intention of consumers. Celebrity endorsement is used by companies to enjoy media exposure. Brand equity will be improved due to celebrity endorsement (Farrell, Karels, Monfort and McClatchey, 2000; Erdogan et al., 2001). Celebrity endorsement will give companies a competitive advantage over similar brands. However, celebrity endorsement will not be effective if they endorse more than one brand (Solomon,
So in advertisement marketers use different tactics and celebrity is one of them. Celebrity is a famous person that is well known by a great segment of the society and has the power to attract the audience. An advertisement should portray the truthful opinion, credence, honesty and experience of the celebrity. If the advertisement has the claim that celebrity uses it then that celebrity should be the bonafide customer. The advertisers believe that if a celebrity has a positive impact on the target audience, the brand will be in high demand.