“the Impact of Celebrity Endorsement on a Customer’s Buying Behaviour”
“The Impact of Celebrity Endorsement On A Customer’s Buying Behaviour”
Reviewing The Literature:
This literature review aims to provide a comprehensive account of the different theories which will provide frameworks for answering market research questions relating to “The impact of celebrity endorsement on a customer’s buying behavior” and using celebrities in advertising and endorsing different products. Various Theories selected within this literature review are those which constitute a core of consumer buying behavior theory in relation with the marketing principles. In particular, the literature is also reviewed which genuinely examines the influence and impact of celebrities in advertising and endorsing various consumer products.
McCracken's (1989) defines a celebrity as, "any person who enjoys a public recognition and who utilises this recognition on behalf of any consumer product by coming along with it in an advert.” As per (Friedman and Friedman, 1979), a celebrity is an individual who is a ‘Globally famous and renowned icon’ among populace in cosmopolitan societies. He can be an entertainer to the public, a movie superstar, a television actor or a sportsman, etc owning special entertaining qualities respectively. Friedman and Friedman also found empirical evidences that, in advertising and promotion of products which are high in psychological and/or social risk, use of celebrity endorser can lead to an authentic believability and a more favourable assessment of the product and the advertisement, which can significantly lead to a more positive purchase intention by the customer. (Cool Avenues, 2005). Various studies suggests that the overall cost of attracting new customers in the market is much higher as compared to retaining existing ones, thus companies must both seek to develop an effective and efficient communication with their existing consumers along with attracting potential customers utilizing its marketing mix. As an outcome
Reviewing The Literature:
This literature review aims to provide a comprehensive account of the different theories which will provide frameworks for answering market research questions relating to “The impact of celebrity endorsement on a customer’s buying behavior” and using celebrities in advertising and endorsing different products. Various Theories selected within this literature review are those which constitute a core of consumer buying behavior theory in relation with the marketing principles. In particular, the literature is also reviewed which genuinely examines the influence and impact of celebrities in advertising and endorsing various consumer products.
McCracken's (1989) defines a celebrity as, "any person who enjoys a public recognition and who utilises this recognition on behalf of any consumer product by coming along with it in an advert.” As per (Friedman and Friedman, 1979), a celebrity is an individual who is a ‘Globally famous and renowned icon’ among populace in cosmopolitan societies. He can be an entertainer to the public, a movie superstar, a television actor or a sportsman, etc owning special entertaining qualities respectively. Friedman and Friedman also found empirical evidences that, in advertising and promotion of products which are high in psychological and/or social risk, use of celebrity endorser can lead to an authentic believability and a more favourable assessment of the product and the advertisement, which can significantly lead to a more positive purchase intention by the customer. (Cool Avenues, 2005). Various studies suggests that the overall cost of attracting new customers in the market is much higher as compared to retaining existing ones, thus companies must both seek to develop an effective and efficient communication with their existing consumers along with attracting potential customers utilizing its marketing mix. As an outcome