Sheetal Singla*, Bhai Gurdas Instiutute of Engineering & Technology, Sangrur __________________________________________________________________
It is a frequently used approach in marketing for all brands. In India, celebrities are idolized as Gods and marketers have been trying their best to tap on this emotional connect with the celebrities. Today, most of the popular brands are being endorsed by a famous personality either from entertainment industry or sports arena. This has proved to be a boon for the marketers. A lot of money spent by the companies on celebrity endorsement contracts show that celebrities play a vital role for the advertising industry. This paper focuses on examining the influence of celebrities on consumer behavior, strategies adopted by companies to promote their brands. Keywords: Celebrities, Entertainment industry, Consumers
Advertising in India, started with hawkers. Then Indian advertising now got converted into a promotional tool. First advertising to cash in on star power was Lux soap. Today celebrity endorsement is a buzzword. It looks that without a Film or Sports star, companies don't want to give you anything. Celebrities are people who enjoy specific public recognition by a large number of certain groups of people. They have some characteristic attributes like attractiveness, extraordinary lifestyle or special skills that are not commonly observed. Thus, it can be said that within a society, celebrities generally differ from the common people and enjoy a high degree of public awareness. The crescendo of celebrities endorsing brands has been steadily increasing over the past years. Marketers overtly acknowledge the power of celebrities in influencing consumer-purchasing decisions. The consumer tries to consume a brand which has the maximum fit with his/her own personality/image. The celebrity endorser fits in between these two interactions, where he tries to bring the image of the product closer to the expectation of the consumer. Today, most of the popular brands are being endorsed by a famous personality either from entertainment industry or sports arena. Due to the most appealing approach used by celebrities in advertisement & media I have taken some major issues such as the influence of celebrities on consumer behavior and its strategic impact on public. Indian consumer attitudes are changing at a rapid pace and they are becoming more aware of the products that they use to define their ‘self’. The research is carried out to obtain a view amongst Indian consumer behavior about celebrity endorsement. Celebrities have been in demand & grabbing the attention and focus of the consumer. They also succeed in creating an aspiration in the minds of the consumer to acquire what their favorite celebrity endorses. This approach is used by companies as a strategic mantra to promote their brands.
The TEARS Model of celebrity endorsement:
* Trustworthiness: For example - Legendary actor Amitabh Bachchan who is an icon of trust; promoting ICICI Bank. * Expertise: For example - Golfer Tiger Woods for a sports brand. * Attractiveness: For example - Tennis player Anna Kournikova who earns 10 Million dollars per year in just endorsement. * Respect: For example - Former Miss World Aishawarya Rai and the Eye donation campaign. * Similarity: For example - a child artist promoting a chocolate brand. 2. Research objective:
* To find out the influence of celebrities on consumer behavior. * To find out its strategic effect on public.
3. Literature review:
A celebrity is perceived as god by masses. They touch their feet, create idols and worship, garland their photographs, perform "Yagnyas" for their idols performance, wait for their "Darshan" in hot sun or heavy rains for hours together, follow fashions of them - wear similar clothes or have similar hair style as that of...