IMPACT OF CELEBRITY ENDORSEMENT
IMPACT OF CELEBRITY ENDORSEMENT
Abstract: The celebrity endorsement in media are driving factor for the retailers to reach the customer. The customers rushing to buy a particular product and finding it either useless or health hazardous. The advertising agency says that a good slogan and a famous actor make any product to reach out to the customer’s hand. There are many good examples of such products out there in the country. It is proven that consumers find celebrity endorsements more attractive and influential as compare to non-celebrity endorsement. Marketers use celebrity endorsers to influence purchase decision of consumers in order to increase their sales and extend their market shares.
This paper focuses on examining the perception of Indian consumers about celebrity endorsement, examining the celebrity attributes likely to influence consumer purchase intension.
OBJECTIVES:
To understand the impact of celebrity endorsement on small scale industries
To identify the drawbacks associated with celebrity endorsement
To arrive at a meaningful conclusion
INTRODUCTION:
“Celebrity is an omnipresent feature of society ,blazing lasting impressions in the memories of all who cross its path.” –Kurzman et.al
The Indian people consider the celebrity stars as their God. So the advertising agency finds that to promote a product it is necessary to have a celebrity on the board.The good example for this is ,Amitabh bachchan on parker fountain pen ,Shahrukh khan on mayur suitings ,Sachin Tendulkar on fiat,pepsi ,Britannia and lot more.
India is the country of billion peoples, where to reach out the product in their hands plays the major role. The country has people divided into different class. The majority of them are in the middle class ,so to purchase a product it becomes a second thought but when it a celebrity comes into the part ,people don’t want to take a chance. After
Abstract: The celebrity endorsement in media are driving factor for the retailers to reach the customer. The customers rushing to buy a particular product and finding it either useless or health hazardous. The advertising agency says that a good slogan and a famous actor make any product to reach out to the customer’s hand. There are many good examples of such products out there in the country. It is proven that consumers find celebrity endorsements more attractive and influential as compare to non-celebrity endorsement. Marketers use celebrity endorsers to influence purchase decision of consumers in order to increase their sales and extend their market shares.
This paper focuses on examining the perception of Indian consumers about celebrity endorsement, examining the celebrity attributes likely to influence consumer purchase intension.
OBJECTIVES:
To understand the impact of celebrity endorsement on small scale industries
To identify the drawbacks associated with celebrity endorsement
To arrive at a meaningful conclusion
INTRODUCTION:
“Celebrity is an omnipresent feature of society ,blazing lasting impressions in the memories of all who cross its path.” –Kurzman et.al
The Indian people consider the celebrity stars as their God. So the advertising agency finds that to promote a product it is necessary to have a celebrity on the board.The good example for this is ,Amitabh bachchan on parker fountain pen ,Shahrukh khan on mayur suitings ,Sachin Tendulkar on fiat,pepsi ,Britannia and lot more.
India is the country of billion peoples, where to reach out the product in their hands plays the major role. The country has people divided into different class. The majority of them are in the middle class ,so to purchase a product it becomes a second thought but when it a celebrity comes into the part ,people don’t want to take a chance. After