The main purpose of this paper is to test the effect of celebrity endorsement in advertisement on consumers' perceptions of the endorsed brand or products advertising is integral part of the society and economic systems for both consumers and businesses it helps to deliver carefully prepared messages to target audiences. Marketers endorsed celebrities with their products and brands in the advertisement to increase their sales and change the perception of the viewer's regarding their brand, which positively impacts on their buying behavior this research study focuses on the celebrity endorsement and its impact on the customer's buying. Impact of celebrity endorsement on branding of fmcg products in indian small towns pacific business review international volume 8, issue 4, october 2015 01 abstract in the present scenario of information explosion and media power, the advertisement plays a major role in changing customer perception. Hunter (2010) states that celebrity endorse- ment is an under-researched phenomenon overall, which opens up for further research purpose: this thesis intends to explore and understand the impact celebrity endorsement as a marketing tool has on a firm's brand image and sales in order to accomplish.
Impact of celebrity endorsement on brand equity of pepsi 1 presented by:- enroll no varsha sharma 127460592141 2 company information pepsico is a global food and beverage leader with net revenues of more than $65 billion and a product portfolio that includes 22 brands that generate more than. Dissertation master in international business the effects of celebrity endorsement on the consumers' perceptions towards global brands victor popa dissertation developed under the supervision of doctor cátia crespo, professor at the school of technology and management of the polytechnic institute of leiria leiria. Abstract brand equity is one of the more popular concepts in marketing today it is the added value that a brand brings to a product or service beyond the functional benefits provided advertising is an effective and powerful marketing tool adopted by marketers to create and promote awareness for their products or. The research hypothesizes that celebrity credibility (comprising of attractiveness, trustworthiness and expertise) and advertisement credibility will positively affect three traditional measures of advertising effectiveness –attitude toward the advertisement, attitude toward the brand and purchase intention a self- administered.
Research objectives are to analyze the influence of celebrity endorser and the variable to brand image theories supporting this research are consumer behaviour, celebrity endorser, and brand image the population observed in this current research is people that watch the advertising with sample as many as 50. Impact of celebrity endorsements and brand mascots on consumer buying behavior garima malik abhinav guptha abstract celebrity and brand mascot endorsements are very popular and often-used techniques by marketers marketers believe that celebrity and brand mascot endorsements provide a higher degree. This study investigates the direct effect of components of celebrity endorsement ( physical attractiveness, source creditability and celebrity brand matchup) on brand loyalty (attitudinal loyalty and behavioral loyalty) 220 general customers of branded products participated in the study multiple regression analyses were.
People love to watch the celebrities, get to read about them, imitate them and this attitude is what has been the motivating factor for advertisers to rely on celebrity endorsements celebrities can be classified on the basis of their work area– musicians, sportsperson, actors, models, economists, businessmen. Brand equity is a brand's incremental value due to its name it has been long argued that brand equity must be the ultimate criterion of success in brand management because brand equity contributes both to long-term sales and long- term profits celebrity endorsement has gained prominence as a popular. Regards to how it works and how one can utilize endorsements effectively to create brand loyalty & improved brand quality perceptions the goal of this research is to empirically test & compare the effects of celebrity endorsements on perceived quality & brand loyalty in indian market for luxury & non-luxury brands shopping. Do celebrity endorsement really influence people's decisions what can brands do to meet the expectations of customers who are now more aware than ever.
Impact of celebrity endorsement in advertising on brand image among chinese adolescents abstract purpose – does celebrity endorsement work and how does it work among adolescents this article aims to identity attributes of celebrity endorsers and attributes of celebrity endorsement advertisements. Generating a linkage to the brand than celebrity endorsers they attributed these effects for single utilisation of created endorsers with the brand over a long time period and their specific persona representing the brand characteristics the authors based their findings on the classical conditioning paradigm according to this. Results found that interviewees were best able to recall celebrity endorsers whom they considered attractive, funny and expressive they identified popularity , a good image, and congruence between the celebrity's image and that of the brand as important factors for marketers to consider in selecting celebrity endorsers. Celebrity endorsement has been established as one of the most popular tools of advertising in recent time it has become a trend and perceived as a winning formula for product marketing and brand building the objective of this research paper was to examine the relationship between celebrity endorsements of brands.
While hardly a new concept, the use of celebrity endorsers can still greatly impact a brand. Other important stream of research is the celebrity brand devise strategies which can help in strengthen the congruence studies (roy & ylrmoorthi, 2009) some competitive differential advantage for the organization's studies comparing the impact of advertisements with and products and services in order to create. Brand building it is easy to choose a celebrity but it is tough to establish a strong association between the product and the endorser while the magnitude of the impact of celebrity endorsement remains under the purview of gray spectacles, this paper is an effort to analyze the impact of celebrity endorsements on brands.
It has become a trend and is perceived as a winning formula for product marketing and brand building it is easy to choose a celebrity, but it is tough to establish a strong association between the product and the endorser while the magnitude of the impact of celebrity endorsement on brands remains under the purview of. Form a more favourable opinion of the brand (erdogan et al, 2001 sonwalkar et al 2011) celebrity may also have a positive effect on acceptance of advertising message, because the information heard from celebrity's lips is perceived as reliable (amos et al 2008) moreover, such endorsement creates equity for both the.
Celebrity endorsements & brand building aibs acknowledgement it has been a great pleasure for me to work on this project my sincere thanks to ms kokil jain ,my marketing teacher for giving me an opportunity to work on this project whereby i was given a chance to study the impact of celebrity endorsement as a. By using a qualitative research, this thesis explores, describes and analyse how celebrity endorsement affects consumers' perception on brand image and purchase intention to answer the research questions, interviews have been made the main findings of this thesis are that the image of the celebrity endorser transfers. Of his/her own through the endorsement a part of that is supposed to rub off onto the brand the meaning transfer model of mccracken (1989) suggests this, though not directly however, this aspect of the effect of celebrity personality on brand personality has not been studied yet in consumer research the bp construct.