Are there better alternatives. Nike is also very well known for another aspect and that is its consistent use of celebrities to endorse the brand. The Psychology behind Celebrity Endorsements and Consumer Decisions A Taiwanese study shows that consumers show greater recall of products that have been endorsed by celebrities — regardless of whether they are actual fans or not.
This demonstrates a vast disparity in the buying power and decision making clout, one which the advertisers should keep in mind. Celebrity endorsement business has become a multi-million industry in India. This graph depicts that most respondents are influenced by the price of a product and least by the celebrity endorsing it.
The growing importance of mythical characters as celebrities and their sway over the target segments are ample proof of public demand for icons to look up to.
A piece of research states that the target audience age group of gets influenced first by cricketers, then Bollywood stars and only then music, festivals and food4. Profit The most important issue is that of return on investment ROI. There are many cases where you need to use the celebrity to break out of a category clutter.
They are more susceptible to celebrity brand endorsements than other age groups. The post scored more than one million likes in the first two hours it was posted. That is why we see more movie and television stars, athletes, real-life heroes, and musicians acting as brand ambassadors in the market.
Therefore, it makes tremendous sense for a brand to procure a celebrity for its endorsement. Celebrity endorsement is generally seen as a viable option for brands to increase awareness, build credibility and promote products. According to Source Credibility Theory5, acceptance of the message depends on 'Expertness' and Trustworthiness' of the source.
Many concerned people questioned her ethics, as to why she was supporting a drink that plays a major role in causing obesity. If consumers can immediately associate with an endorser, they will feel more predisposed to accepting, buying and preferring the brand to competition.
The media-explosion can thus be easily demonstrated. With celebrities vouching for or promoting their products, brands can increase awareness, trust and familiarity, which are important variables in the purchase decision-making process.
Negative impacts of Celebrity Endorsement on the brand More often talked about is the extreme usage of a celebrity called 'lazy advertising', that is inadequate content masked by usage of a celebrity Populations of 1 billion and ticking, everyday people need something or someone to look up to.
Giving a brand a 'face' is more than just a marketing strategy to increase sales or gain market share, it is a decision that can change the future of the brand forever. The parameters on which impact could be measured would be on a comparative basis of the brand before and after the celebrity began endorsing the brand.
For instance, people adore Sachin Tendulkar because he represents a middle-class Maharashtrian boy who made it big with sheer hard work.
They treat them as God. Is celebrity endorsement always beneficial to the brand. Consistent with the principles discussed earlier, companies should ensure a match between the brand being endorsed and the endorser so that the endorsements are able to strongly influence the thought processes of consumers and create a positive perception of the brand.
This principle states that for any brand-celebrity collaboration to be successful, the personal credibility of the celebrity is crucial. Here any celebrity association with the brand without corresponding performance of the product will not be sustainable.
Study conducted by Mathur et al. There is no single formula to win in the world of marketing. Some stars have a universal appeal and therefore prove to be a good bet to generate interest among the masses. Firms endorse celebrity for a variety of reasons. The practice of celebrity endorsements has proliferated over time.
Does sport sponsorship have a direct effect on product sales. A brand should be cautious when employing celebrities to ensure promise, believability and delivery of the intended effect.
Impact of Celebrity Endorsements on Brand Image Words | 6 Pages Whereas attributes like attractiveness, extraordinary lifestyle or special skills are just examples and specific common characteristics that are observed and celebrities generally differ from the social norm and enjoy a high degree of public awareness.
brand and the celebrity (Milward BrownBrasil, ; Guimarães, ;Leschnikowski,Schweizer, & Drengner, ). Taking into account the relevance of this marketing tool, the objective of thisstudy is to investigate the influence exerted by celebrities endorsement in advertisements on. the impact of brand endorsements on consumer behaviour in mtn.
INTRODUCTION Background of the Study According to the American Marketing Association, marketing is the process of planning and executing the conception, pricing, promoting and distribution of ideas, goods and services to create exchanges that satisfy individuals and organizational objectives.
While the magnitude of the impact of celebrity endorsement remains under the purview of gray spectacles, this paper is an effort to analyze the impact of celebrity endorsements on brands.
Jul 20, · The Effects of Endorsements on Sales and Loyalty. The potential positive effects on product sales cannot be understated. According to a Marketwatch claim in Social Media Week, just one endorsement. The Impact of Celebrity Endorsement on Strategic Brand Management OGUNSIJI, A.
Sola This research investigates the impact of celebrity endorsement on strategic brand management. It established a correlate between the success of celebrity endorsement of brands and the power of.The impact of brand endorsements on