“ THE IMPACT OF CELEBRITY ENDORSEMENTS ON BRAND PROMOTION “
4. Literature Review
( questionnaires )
Brands often use celebrities to get an impact, make an image of a product or a brand and to promote their product, because they are seen by the public as credible source of information about the product or a company. Since people aspire to these values and lifestyles of the celebrities, consumers selectively integrate the perceived values and behavior of celebrities they admire, to build and communicate their own. Therefore, Celebrity endorsement is a relevant strategy used by the marketers nowadays for the product. India is a country where people love to live in dreams. They worship celebrities which might be cricket stars like Sachin Tendulkar, Mahinder Singh Dhoni or Film Stars like Shah Rukh Khan or John Abrahim. They treat them as God. Marketers use this very preposition so as to influence their target customers already existing or the new potential ones. For this they rope in these celebrities. They believe that by doing this they can associate their products with their target customers. This is called celebrity endorsement and this marketing tool is very popular way for brand promotion. However, in the modern times, with the life becoming fast and people being more and more busy with their careers and spending less and less time on watching TV or reading newspapers or magzines they seem to not notice a celebrity endorsing a product or brand because of which, this method of advertising has proven to be a failure in creating promotion towards a product or a brand itself. “ Advertising reflects the mores of society, but it does not influence them “ -David Ogilvy David Ogilvy’s statement fits aptly with the current society’s behavior and mindset, and because of this, celebrity endorsement has failed in creating or attracting consumers towards a product or a brand. In the research proposal, I therefore, have focused on the impact of celebrity endorsement on the overall process of brand building and promotion along with analyzing and understanding a way to create celebrity endorsement more effective since “Brand” is the most valuable asset of any company.
“ To study the effect and impact of celebrity endorsement on a brand image and promotion. “
Several research conducted have come up with the conclusion that using celebrities to promote brands is the most effective way to make a brand known in the minds of the consumers. However, some researchers have also concluded that a celebrity endorsing a brand can prove to be a costly deal and put a risk on the companies who are willing to take that risk because the risk leads to a 50-50 chance of either winning ( the brand actually making an impact on the mind of the consumers ) or losing ( the company actually losing the money it paid to the celebrity along with losing the reputation of their brands ).
LIERATURE REVIEW –
1. Effective use of Celebrity Endorsement as an advertising strategy – The Cass Vic, 2010 2. Role of culture in celebrity endorsement: Brand endorsement by celebrities in Indian context – IIM, 2013 3. Celebrity Endorsements and Brand Building, 2010
4. Celebrity Endorsements still push products – Dean Crutchfield, 2010 5. Celebrity Endorsement :A Strategic Promotion Perspective – Puja Khatri 6. Celebrities in Advertising Are Almost Always a Big Waste of Money – Peter Daboll, 2011
The main reason behind people endorsing celebrities is because often many people tend associate themselves with the brand by watching their favourite celebrity endorsing the brand. Example- Fans of Aamir Khan will prefer Coca Cola over Pepsi, which...
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