Join the largest Guided Selling Community and receive fresh, weekly insights and tips. October 4, October 4, 0 Celebrities advertising products is nothing new, in fact it has been part of our lives for years.
We proofread, edit and make the paper upto mark without any flaws. Starting Rs for 10 pages. Over the years advertising strategies have gone through various changes. Today, one of the most popular advertising strategies used by companies is celebrity endorsement.
Goldsmith, Lafferty and Newell, In India, celebrity brand endorsement has started since late s. Celebrities have their power to grab public attention towards an advertisement. Joshi and Ahluwalia, Celebrity endorsement and Indian consumer buying behavior Various empirical studies have found that celebrities get more attention and recall than any other endorsers Kulkarni and Gaulkar, ; Joshi and Ahluwalia, ; Matrade Chennai, Celebrities are quite effective in generating positive attitude to brands.
Celebrities are more powerful in connecting consumers to brands compared to other types of endorsers. Choi and Rifon, ; Atkin and Block, In India, celebrity power can rightly be assessed by their successful endorsements.
Here, celebrities like film stars and cricketers have not only been successful in gathering huge public attention, but also in increasing sales volume.
For example, Cadbury used Amitabh Bachchan to promote the brand when it went through a bad phase in India. Joshi and Ahluwalia, ; Matrade Chennai, Aamir Khan is used by Titan to communicate the message that Titan watches are as trustworthy as the actor is for his films.
This celebrity endorsement has also been quite effective in influencing consumers buying decision.
Joshi and Ahluwalia, Conclusion It can be concluded that celebrities have been quite successful in India in communicating right messages and influencing their purchasing behavior.
Thus celebrity endorsements in India have produced positive impact on consumers buying behavior by increasing public attention and sales volume of the endorsed brands. S and Gaulkar, U. Impact of Celebrity Endorsement on Overall Brand. Who is the Celebrity in Advertising?
Understanding Dimensions of Celebrity Image. Journal of Popular Culture, 40 2pp. Effectiveness of Celebrity Endorsers.
Journal of Advertising Research, 23, March Issue, pp. The impact of corporate credibility and celebrity credibility on consumer reaction to advertisements and brands. Journal of Advertising, 29 3pp.Results show that celebrity endorsement has a large impact on purchase intention and is infact a causal factor based on the data obtained through this research.
All three factors are said to positively affect purchase intention and the results are magnified when all three factors are present.
It is. Impact of Celebrity Endorsement with Non-Celebrity Endorsement Words | 33 Pages | |ANALYZE THE IMPACT OF CELEBRITY ENDORSEMENT WITH NON-CELEBRITY ENDORSEMENT | |ANALYSE THE IMPACT OF USING A CELEBRITY TO ENDORSE A PRODUCT VIZ A COMMON PERSON ENDORSING THE SAME PRODUCT.
To identify factors that are essential when deciding on celebrity endorsement, to identify the difference in impact of a celebrity and non-celebrity endorsed advertisement on brand and whether it positively or negatively affects the brand.
Jul 20, · While hardly a new concept, the use of celebrity endorsers can still greatly impact a brand.
Impact of Celebrity Endorsement on Overall Brand By Muneeb Ahmed Synopsis The general belief among advertisers is that brand communication messages delivered by celebrities and famous personalities generate a higher appeal, attention and recall than those executed by non-celebrities.
celebrity endorsement selection process, the celebrity endorsed advertisement campaign may collapse. These aspects cast a comprehensive impact upon the customers, as most of the.