A project report on the impact of celebrity endorsement on. A quantitative study of the effect of celebrity endorsers on. Group 31 celebrity endorsements impact on brand image and sales. It would be interesting to see the effect of celebrity endorsement on various sections of the uk market. In the celebrity endorsement context, the theory explains that both the endorsed product and the celebrity support represent the units which are related to the other units based on the experiences of the consumers with the endorser or the product. The guides do not purport to cover every possible use of endorsements in advertising.
The psychology behind celebrity endorsements and consumer decisions. To do so advertisers employ several of marketing techniques and celebrity endorsement is one of them. Impact of celebrity endorsement on consumer buying behavior article pdf available in ssrn electronic journal september 2015 with 87,454 reads how we measure reads. An empirical study on unilevers lux on being beauty bar of film stars. Effect of celebrity endorsements on consumer purchase. A taiwanese study shows that consumers show greater recall of products that have been endorsed by celebrities regardless of whether they are actual fans or not. Celebrities have been used to endorse brands or product for more than 50 years. Whether a particular endorsement or testimonial is deceptive will depend on the specific factual circumstances of the advertisement at issue. A highly credible source would score high on all the above three dimensions.
Contribution of celebrity endorsement to achieving marketing communications objectives in the retail clothing industry. The effect of celebrity endorsement on consumer behavior. Chase of rummney, new hampshire, in an advertisement which was published in 1864 kaikati 1987, pajvani 2005. There is a huge impact of celebrity endorsements among the consumers through. Pdf impact of celebrity endorsement on consumer buying. The impact of celebrity endorsements on the buying behavior of rowan university students age 1824 reginald esangbedo follow this and additional works at. To study how advertising target for personal care product can be made more effective by using celebrity endorsement.
Celebrity endorsement nowadays has become one of the most popular advertising campaigns. Impact of celebrity endorsements on consumer brand loyalty. This research is conducted to discover whether the superstar advocacy really impacts the buying pattern of consumers or not, furthermore, does the factors such as celebrity s credibility, emotional involvement and meaning transfer by celebrity in the ads has significant impact on consumer buying behavior. Of all types of endorsement, celebrity endorsement is the marketing method most frequently used by entrepreneurs. In india, celebrities are idolized as gods and marketers have been trying their best to tap on this emotional connect of the people with the celebrities.
Celebrity endorsement is a way to get the brand noticed amidst the rush that is there in the market place. Nature of study the study is a quantitative one which has used structured questionnaire to collect details from respondents in the age group of 1726. That is, there is a complementarity between celebrity, product, and ad. Part of the public relations and advertising commons let us know how access to this document benefits you share your thoughts on our feedback form. Celebrity and noncelebrity endorsement effectiveness on consumers attitude towards advertisement wan noraini binti wan napi thesis submitted to othman yeop abdullah graduate school of business universiti utara malaysia in fulfillment of the requirement for the masters of science management. Overall, this research will enhance the knowledge about the. Khanna, sneha 2012 does celebrity endorsements have an. Celebrity endorsement is defined as a marketing strategy in using one or more celebrity glamour or popularity or identity to market a product or services, in achieving sales target in any areas of which in the interested country. Similarly the celebrity endorsement conceptual framework developed from this study will be a valuable tool, for examin the influence of celebrity endorsement on consumer behavior. Discuss introduction to celebrity endorsement within the marketing management forums, part of the publish upload project or download reference project category. Oct 26, 2006 the use of celebrity endorsement in marketing is not a new phenomenon. To investigate and study the influence of celebrity endorsement towards consumer. Im doing my mba dissertation on celebrity endorsements, if anyones done research on this subject would really appreciate if you could send me a copy so that i could use it in my dissertation my submission date is the 1st of december 2006. But do celebrity endorsement really influence peoples decisions.
Introduction celebrity endorsement is a special type of advertisement which includes a famous person from film fraternity, athletes, and sports. Influence of celebrity endorsement on the consumers. Dehradun abstracts the practice of celebrities being used for rendering services other than performing their actual job as either an actor or an athlete, such as endorsements has proliferated over time. Companies use many celebrities like movie stars, athletes and singers to endorse in their adverts in order to attract consumers into purchasing their brands. To study how celebrity endorsement and non celebrity endorsed advertisements affect consumer behavior response. This study attempts to gain a better understanding of the effectiveness of celebrity endorsers on consumer purchase intent within an irish context. In chapter 3 the influence of celebrity endorsement on attitude will be explained in conformity. The impact of celebrity endorsement on brand personality. Also, there should be a fit between celebrity and product. Influence of celebrity endorsement on the consumers purchase. Endorsements celebrity endorsement is a channel of brand communication in which a celebrity acts as the brands spokesperson and certifies the brands claim and position by extending hisher personality, popularity, stature in the society or expertise in the field to the brand.
Celebrity endorsers credibility has a positive impact on ad recall. Guides concerning the use of endorsements and testimonials in. American companies use some form of celebrity endorsement in their advertising campaigns. If you are looking for help with your work then we offer a comprehensive writing service provided by fully qualified academics in your field of study. Oct 26, 2006 im doing my mba dissertation on celebrity endorsements, if anyones done research on this subject would really appreciate if you could send me a copy so that i could use it in my dissertation my submission date is the 1st of december 2006. Research methodology is an important phase in research study. Celebrity and non celebrity endorsement effectiveness on consumers attitude towards advertisement wan noraini binti wan napi thesis submitted to othman yeop abdullah graduate school of business universiti utara malaysia in fulfillment of the requirement for the masters of science management. Lastly at the end of the thesis there is an evalua. The exploration of this topic is motivated by several factors. A quantitative study of the effect of celebrity endorsers. Marketers identify celebrity endorsement as a most prevalent form of advertising and hence invest a huge amount of money in this strategy. Celebrity endorsements impact on brand image and sales a case study on volvo cars sweden paper within bachelor thesis within business administration.
How does celebrity endorsement affect consumers perception. The use of celebrity endorsement in marketing is not a new phenomenon. Introduction to celebrity endorsement management paradise. The old poland company, first used a testimonial about the company by rev. Pdf impact of celebrity endorsement on consumer buying behavior. Celebrity endorsement was not a new phenomenon, and has been followed by the marketers since many years. Celebrity and noncelebrity endorsement effectiveness on. Advertising is any paid form of nonpersonal communication about organization, product, service or idea by an identified sponsor. The effects of celebrity endorsement in advertisements. How properly devised and planned product endorser in the advertisement domain can influence the tastes and preferences of the consumer substantially. To undertake a theoretical explorations on the subject of marketing communication in general and celebrity endorsement in particular. An effort to analyze the relationship between celebrity endorsements and brands, the impact of celebrity personality on brand personality and buying behavior.
To find the influence of celebrity endorsement on consumer brand loyalty to find out how important celebrity endorsement is to consumers and does it affect their awareness and responsiveness towards the brands to find out the consumers perception towards the effectiveness of celebrity endorsements. Intention influence of celebrity endorsement on consumer. Intention influence of celebrity endorsement on consumer purchase. Previous research shows that celebrity endorsement has an impact on advertising. I also want to get examples of working with a celebrity or influencer and getting the. The next section will be on the research on celebrity endorsement. In the introduction this research paper will be providing an insight about the research area. The academic papers below were written by students to help you with your own studies. How to describe personal qualities in a cover letter. Social butterflies how social media influencers are the new celebrity endorsement kayleigh burke general audience abstract as visual social media platforms, such as instagram, continue to rapidly grow in popularity, brands have been obligated to quickly learn how to utilize these platforms in order to reach their target audiences. Let us know how access to this document benefits you.
Nature of study the study is a quantitative one which has used structured questionnaire to collect. The current research contributes to the study of celebrity endorsements by adding. Impact of celebrity endorsement on consumer buying. Relevant concept of celebrity endorsements marketing essay. This highlights the steady and persistent increase in the use of endorsers in western culture. Today, most of the popular brands are following the trend of celebrity endorsement either from entertainment industry or sports arena. Celebrity endorsement is a common practice adopted by companies throughout the world. Influence of celebrity endorsement on the consumers purchase decision 1. Let us know how access to this document benefits you share. Impact of celebrity endorsement on consumer buying behavior. Main contribution by introducing models of celebrity endorsement to explain the choice of celebrity in business advertising the research intends to provide greater insight into the nature of celebrity endorsement in a b2b context.
The use of celebrity endorsement is becoming more and more popular these days and is used by marketers and companies in order to generate more sales, create or increase brand. In this paper celebrity endorsement will be described on the basis of the determinants. Overall, this research will enhance the knowledge about the celebrity endorsement in existing marketing research. Group 31 celebrity endorsements impact on brand image and. To study how consumer learning and evaluation differ for personal care product when endorsed by a celebrity. Influence of celebrity endorsement on the consumers purchase decision submitted in partial fulfillment for the diploma requirements for pgdm full time programme subject. Words and images are often used to display the product and thus attract the attention of consumers.
A celebrity is a person who enjoys public recognition and with his or her popularity influences the purchasing behavior of the consumers. Some wellknown examples of celebrity endorsements are lionel messi endorsing adidas, amitabh bachchan endorsing cadburys chocolates, aishwarya rai promoting loreal, aamir khan endorsing cocacola, sachin tendulkar promoting boost, roger federer endorsing rolex, and so on. Celebrity is a person who enjoys public recognition by a large share of certain group of people. Also the matchup congruence with the product will be put forward. It would begin by briefly discussing the background and relevant concept of celebrity endorsements and how it affects the consumer prepurchasing behavior. Celebrity and noncelebrity endorsement effectiveness on consumers attitude towards advertisement nor pujawati binti md. Research methodology in business by dinesh kumar 87 batch 20152017 to prof.
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