Multiple Celebrity Endorsement In the advertising landscape, we find either a celebrity endorsing multiple brands or multiple celebrities being used to endorse a single brand. The effect is that, if consumers happen to be fans, they place a higher value on products that celebrities are endorsing — it is as if they are receiving advice from a valued friend.
Is it the best product for them and their situation? When Aamir first endorsed Pepsi inhe received Rs 17 lakh for it; his Coke commercials in got him Rs 2 crore. EOS to the rescue!
The issue of matching the values of the celebrity with the brand values is also very important, i. Some Global Examples Globally, firms have been juxtaposing their brands and themselves with celebrity endorsers. High standards and SEO qualified. Other aspects such as the economic discrepancy in the country separates it in a way which has resulted in a large number of lower and upper middle class, with a very small class falling under in the middle class.
Believability and association of brand to celebrity is important. However one needs to realize that the impact of an endorser cannot be sustainable in all product categories and in all the stages of brand life cycles. The celebrity endorsers on the other hand had created a persona of their own over time and the company lacked control over them.
Companies invest large sums of money to align their brands and themselves with endorsers. It really depends upon the type of product.
Companies need to perform a cost-benefit analysis prior to endorsement. Indeed, some people are seen to admire, imitate, and become besotted with their favourite celebrities, which forms the crux for the celebrity endorsement being quite a sought after advertisement technique.
In helping to achieve this, use of celebrity endorsers is a widely used marketing strategy. Sales Celebrity endorsements can affect sales positively or negatively. Joshi and Ahluwalia, Celebrity endorsement and Indian consumer buying behavior Various empirical studies have found that celebrities get more attention and recall than any other endorsers Kulkarni and Gaulkar, ; Joshi and Ahluwalia, ; Matrade Chennai, Branding wiz Charles R.
Multiple product endorsement also has a negative impact on customers' purchasing intentions. The ads were rolled out via Instagram, which sure was a canny move since Gomez is the most-followed person on Instagram with a huge, global fan following. But today's dynamic market conditions make these investments unviable.Celebrity endorsement has been established as one of the most popular tools of advertising in recent time.
It has become a trend and perceived as a winning formula for product marketing and brand building. It is easy to choose a celebrity but it is tough to establish a strong association between the.
There are a lot of factors, which influence consumer buyer behavior. This study aimed at to understand the "influence of celebrity endorsee on consumer buying behavior and marketing." Marketers pay millions of dollars to celebrity endorsee hoping that the stars will bring their magic to brand they endorse and make them more appealing and.
A celebrity's preference for a brand gives out a persuasive message and hence, because the celebrity is benefiting from the brand, the consumer will also benefit.
There is a demographic and psychographic connection between the stars and their fans. Impact of Celebrity Endorsement on Consumer Buying Behavior. They are more susceptible to celebrity brand endorsements than other age groups. Even consumers are unsure about the influence of celebrity endorsements with 51% of consumers saying that they have little to no impact on their purchasing decisions.
CASIRJ Volume 5 Issue 2 [Year - ] ISSN – IMPACT OF CELEBRITY ENDORSEMENT ON CONSUMER BUYING BEHAVIOUR: A DESCRIPTIVE STUDY Ms. Jyoti Kasana Assistant Professor Lakshmibai College Deptt.
Thus celebrity endorsements in India have produced positive impact on consumers buying behavior by increasing public attention and sales volume of the endorsed brands. Bibliography Kulkarni, A.S and Gaulkar, U.S.,Download