Impact of Brand Ambassadors on Consumer Behaviour

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“The Impact Of Celebrity Endorsement On A Customer’S Buying Behaviour”
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“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),
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GET BETTER GRADES 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

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