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
Moreover, the impact of advertising is enormous that it causes people to purchase things that they do not want initially. Will Rogers said that: “Advertising is the art of convincing people to spend money they do not have for something they do not need.”. Advertisements have significantly negative influences on consumers’ behavior through marketing communication as well as mind-blowing tricks. Firstly, marketers use visual effects and “celebrities branding” to impress and arouse the curiosity of customers. People have all watched TV programs which have been interrupted by advertisements for products.
They are the ones who give their trust to Target due to the fact that there were so many choices of retail company but they picked this organization. Target’s investors are willing to take risks in the hopes of collecting higher profits. Government – Target is one of the most popular discount retailer in the United States. It is one of the best and they are cherished by the majority of the general population, however that does not mean they don't have standards and laws by the administration to follow. The United States has issued a few directions influencing the economy, exchange and venture of
People always remember the product as it has been endorsed by the celebrities rather than the unknown artist. Hence, people are willing to try and buy the brand that they remember and have a good perception quality rather than other brands. Through this, celebrities help the brand stand up among the clutters in market. Products which have a celebrity relation will always draw more attention from consumers. Consumers may not think or see the products first; they will probably look at the endorser first.
How successful these commercials are, that is what companies always struggle to understand. Products associated with celebrities appear to have a greater impact on consumers than products that have never previously been associated with a celebrity. However, using testimonials by famous people simply because of the power the technique offers, without concerning oneself with the appropriateness of the message leads to a loss of credibility by breaking contact with reality. The personality chosen to make the endorsement must have specific characteristics, which will vary depending on the company’s business sector and, in addition o these, must actually consume the product they advertise because otherwise the celebrity’s seal of approval will end up selling the product, but will not contribute to building brand identity due to a lack of consistency. Therefore, successful campaigns are the result of correctly matching the celebrity and the message to the brand, because, when both celebrity and brand have values and followers in common, the benefits are multiplied, both for the brand and the
But even then, the glamour of a celebrity seldom goes unnoticed. Thus, celebrity endorsement in advertisement and its impact on the overall brand is of great significance. In this process, the companies hire celebrities from a particular field to feature in its advertisement campaigns. The promotional features and images of the product are matched with the celebrity image, which tends to persuade a consumer to fix up his choice from a variety of brands. Is this the only way to curb the louasion as brand differentiating messages.
McCracken (1989) Seno, Lukas (2007) and Pedhiwal (2011) observed that 'Celebrity Endorsement' today has become a trend and tool to a successful way for product marketing and brand building. Ohanian (1990) stated that celebrity endorsement is one of the strategies which companies believe and use to persuade a large number of people to purchase a product and increase market share. Park et al (2011) According to Pikas et al (2012), the use of celebrities to endorse products is a popular strategy used by lots marketers and companies. Athlete endorsers, is a part of celebrity endorsers who are also too popular and have their own distinct stand in the minds of consumers. In the United States, one of four advertisements and promotion uses celebrities
Brand identity is the customer’s recognition about the brand in the industry. The lower the customer brand preferences, the higher the rivalry. In the technology industry, Apple had built a strong brand identity, and this lowers the rivalry among its competitors. They use differentiation strategy and attempt to produce unique and special products. Apple had a large number of devotees and received almost all positive feedback from the customers.
There was a spurt of advertising, featuring stars like Tabassum (Prestige Pressure Cookers), Jalal Agha (Pan Parag), Kapil Dev (Palmolive Shaving Cream) and Sunil Gavaskar (Dinesh Suitings). Celebrity endorsement has been established as one of the most proffered tools of advertising. It has become a trend and perceived as a winning formula for product marketing and brand building. It is very easy to have a celebrity for a product or brand but it is very tough to establish a very strong association between the product and the endorser: because the objective is to build a brand not the celebrity. It is also important to appreciate that just because an individual is famous and considered a celebrity, he/she might not necessarily be an effective endorser.
Celebrities do not just bring value to the viewers, but they fill glamorous in advertisement. However, advertising cost is the bigger issue for companies. Practicing celebrity endorsement has its own merits and demerits; nevertheless, it could save a dying brand or service. REFERENCES Mello, J. (2014, April 6).