Download or read book Impact of Celebrity Endorsement on Consumer Buying Behaviour and Brand Building written by Dr.Dinesh Kumar Gupta and published by . This book was released on 2008 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: The field of consumer behavior is the study of individuals, groups or organizations and the processes they use to select, secure, use and dispose of product, services, experiences, or ideas to satisfy needs and impacts that these processes have on the consumer and society. And understanding the consumer behavior is the prime and toughest task in front of every marketer. 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 successful. But all celebrity glitter is not gold. Celebrity sources may enhance attitude change for a variety of reasons. They may attract more attention to the advertisement than would non-celebrities or in many cases, they may be viewed as more credible than non-celebrities. Third, consumers may identify with or desire to emulate the celebrity. Finally, consumer may associate known characteristics of the celebrity with attributes of the product that coincide with their own needs or desire. The effectiveness of using a celebrity to endorse a firm's product can generally be improved by matching the image of the celebrity with the personality of the product and the actual or desired serf concept of the target market. What therefore seems relevant by the study is that, yes, definitely celebrity endorsee influence consumer buying behavior and brand building but while using celebrity endorsee, marketer has to take care of all the aspect that whether the brought personality and image of celebrity matches or not, whether celebrity endorsee has deep penetration among the masses or not, whether he is considered as credible source or not etc.

Download or read book Brand Mascots written by Stephen Brown and published by Routledge. This book was released on 2014-06-27 with total page 352 pages. Available in PDF, EPUB and Kindle. Book excerpt: Tony the Tiger. The Pillsbury Doughboy. The Michelin Man. The Playboy bunny. The list of brand mascots, spokes-characters, totems and logos goes on and on and on. Mascots are one of the most widespread modes of marketing communication and one of the longest established. Yet, despite their ubiquity and utility, brand mascots seem to be held in comparatively low esteem by the corporate cognoscenti. This collection, the first of its kind, raises brand mascots’ standing, both in an academic sense and from a managerial perspective. Featuring case studies and empirical analyses from around the world – here Hello Kitty, there Aleksandr Orlov, beyond that Angry Birds – the book presents the latest thinking on beast-based brands, broadly defined. Entirely qualitative in content, it represents a readable, reliable resource for marketing academics, marketing managers, marketing students and the consumer research community. It should also prove of interest to scholars in adjacent fields, such as cultural studies, media studies, organisation studies, anthropology, sociology, ethology and zoology.

Download or read book Impact of Celebrity Endorsements on Brand Image written by Debiprasad Mukherjee and published by . This book was released on 2009 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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 product and the endorser. 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. Objective of this article is to examine the relationship between celebrity endorsements and brands, and the impact of celebrity endorsement on consumer's buying behavior as well as how consumer makes brand preferences. This paper proposes a 20 point model which can be used as blue-print criteria and can be used by brand managers for selecting celebrities and capitalizing the celebrity resource through 360 degree brand communication which, according to this paper, is the foundation of the impact of celebrity endorsement. Celebrity endorsement is always a two-edged sword and it has a number of positives - if properly matched it can do wonders for the company, and if not it may produce a bad image of the company and its brand.

Download or read book The Influence of Celebrity Endorsements on the Buying Intension of Young Consumers in India written by Kunal Gaurav and published by GRIN Verlag. This book was released on 2017-10-12 with total page 67 pages. Available in PDF, EPUB and Kindle. Book excerpt: Project Report from the year 2017 in the subject Business economics - Offline Marketing and Online Marketing, grade: A+, , language: English, abstract: The universe of today is evolving quickly and India is no exception. Particularly after the opening up of the economy, the pace of progress that India and its people are encountering in their socio-social environment is mind boggling. Every brand attempts to steal at least fraction of a person’s time to inform him/her about the amazing and different attributes of the product at hand. The challenge of the marketer is to find a hook that will hold the subject’s attention. In helping to achieve this, use of celebrity for endorsement of a brand is widely used marketing strategy. It has been uncovered amid the examination that whooping sums being paid by the advertisers to these celebrities are some place powerful. The main objective of this study is to analyze the impact of various constructs of celebrity endorsement on the buying intention of young consumer. There is two more objective of this study such as to identify the various constructs of celebrity endorsement and to now the consumer perception towards celebrity endorsement.

Download or read book Impact of Celebrity Endorsement on Consumer Buying Behavior written by Rizwan Ahmed and published by . This book was released on 2015 with total page 11 pages. Available in PDF, EPUB and Kindle. Book excerpt: Today celebrity endorsement becomes the multi-million industries in the world. Marketers endorsed celebrities with their products and brands in the advertisement to increase their sales and change the perception of the viewer's regarding their brand, which positively impacts on their buying behavior. This research study focuses on the celebrity endorsement and its impact on the customer's buying behavior and their perception regarding the product or brand of the company. A quantitative method is used in this research in order to investigate the impact of celebrity endorsement on buying behavior. The data of 200 respondents is collected through questionnaire and results were analyzed through the SPSS. The students of different universities as respondents has been taken to know their perception regarding the celebrity and its attributes and the impact of celebrity endorsement on their buying behavior. It is concluded that celebrities endorsed advertisements are more attractive than the non-endorsed advertisements. Moreover the tested attributes of celebrity show positive relationship with the buying behavior and brand perception as well. It also proved that there is a significant impact of celebrity endorsement on the buying behavior. Finally, the results of the study further proved that there is a significant impact of celebrity endorsement on the buying behavior of customers.

Download or read book International Human Resource Management written by Hilary Harris and published by CIPD Publishing. This book was released on 2003 with total page 236 pages. Available in PDF, EPUB and Kindle. Book excerpt: Offers a thematic approach to International Human Resource Management with comprehensive coverage of the subject. This text is intended for various undergraduates or postgraduates module in this area, or for the CIPD module in International Personnel and Development.

Download or read book Celebrity Endorsements and Its Impact on Consumer Buying Behaviour written by Amit Kumar and published by . This book was released on 2011 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: The practice of celebrity endorsements has proliferated over time. Now days it has become a pervasive element of advertising industry especially in India. Celebrity endorsement business has become a multi-million industry in India. Marketers use celebrity endorsers to influence the purchase decision of consumers in order to increase their sales and extend their market shares. This made the author curious to explore the impact of celebrity endorsements on consumer buying behaviour. This paper focuses on examining the perception of Indian consumers about celebrity endorsements, examining the celebrity attributes likely to influence consumer purchase intentions and finally the impact of celebrity endorsements on their purchase intention. This project begins with the review of existing literature available on celebrity endorsements, which provides an insight into the research topic and clarifies many important aspects related to the subject. A quantitative method is used for this research project to investigate the perceptions of the consumer, attributes and its subsequent impact on purchase intention. The data is collected through a questionnaire and later analysed using the data analysis software program SPSS. It was proven in this research that consumers find celebrity endorsements more attractive and influential as compared to non-celebrity endorsements. Moreover, the tested attributes show positive relationship with purchase intention. In other terms, celebrity attributes do impact the purchase intention of consumers. Finally, the results of the study prove that celebrity endorsements positively impact the purchase intention of the consumers.

Download or read book The Impact of Celebrity Advertisement and Endorsement on the Buying Behaviour of Consumers Brand Image and Brand Positioning of Coca Cola in London United Kingdom written by Ali Hammad and published by . This book was released on 2015 with total page 84 pages. Available in PDF, EPUB and Kindle. Book excerpt: Importance of the subject:The problem statement is of great importance, as celebrity endorsement is the most important form of marketing communication. The problem statements helps to analyse and examine the effect of celebrity advertisement and endorsement on other marketing strategies and customer psychographics such as; the brand image, brand positioning and buying behaviour of consumers.Research Methodology:In order to conduct the primary research, the research selected sample size of 104 respondents both males and females belonging to different age groups from 18 to more than 50 years old. Similarly, the researcher use surveymonkey.com and social media websites such as facebook.com in order to get the surveys done, as it is the quickest and easy way to get authentic research done in short span of time. Similarly, the researcher used mintel, keynote, books, report, journal articles and news to conduct the secondary research.Findings and analysis:Coca-Cola's celebrity endorsements and advertisements are creating positive impact on the buying behaviour of young consumers. There are many other popular marketing tools such as discount coupons which also influence consumers in conjunction with celebrity endorsements. Majority of the people both males and females between the age groups of 35-50 are not much interested in celebrity endorsements and don't get much influenced by them. Celebrity endorsements are influencing young males and females to buy coca-cola and associate positive attributes with the brand which leads to attain positive brand image and brand image of coca-cola in the eyes and minds of the consumers.Conclusions/Recommendations:Coca-colas' celebrity endorsements and advertisement are creating positive impact on the sales, buying behaviour of young consumers, brand positioning and image. Coca-Cola spend most of its budget on television advertisements, but from the primary research it was revealed that; Coca-Cola must focus on social media advertising as well, as it is the most important form of media to be used by targeted audience of coca-cola to become aware about the brand and its products. Similarly, coca-cola must come up with celebrity advertisement and endorsements by selecting different celebrities belonging to different age groups to influence consumers between the age group of 30-50 years old and make them buy coca-cola and change their perception of being coca-cola as unhealthy drink to healthy drink.

Download or read book Impacts of the Media on African Socio Economic Development written by Nelson, Okorie and published by IGI Global. This book was released on 2016-11-23 with total page 349 pages. Available in PDF, EPUB and Kindle. Book excerpt: Technology and media are now integrated in various facets of society, including social and economic development. This has allowed for new and innovative methods for aiding in development initiatives. Impacts of the Media on African Socio-Economic Development is an essential research publication for the latest scholarly information on societal and economical dimensions of development and the application of media to advance progress. Featuring extensive coverage on many topics including gender empowerment, international business, and health promotion, this book is ideally designed for government officials, academics, professionals, and students seeking current research on social realities and achieving further development in emerging economies.

Download or read book Impact of Celebrity Endorsement on Students Buying Behaviour written by Kritika Nagdev and published by . This book was released on 2016 with total page 12 pages. Available in PDF, EPUB and Kindle. Book excerpt: The celebrity endorsements have become a magic potion for all marketers today. Celebrity can be seen endorsing in almost all television advertisements making it an India's Rs 2,000-crore celebrity endorsement market. Though there are many studies about celebrity endorsements, but it seems that there is limited research about the extent to which consumers' purchase intention is regulated by celebrity endorsements. The purpose of this paper is to specify the impact of celebrity endorsers in advertisements on purchase intentions of students as customers. Primary data collected from 146 respondents through closed ended/structured questionnaire and statistical tools like Factor Analysis and Multiple regression method are used for this research. Factor Analysis decomposed the variables into factors like value for money, celebrity name, celebrity influence, product features and brand attractiveness and through multiple regressions the impact (percentage) of celebrity endorsements has been calculated. It was found that value of money, celebrity influence and celebrity name are the main important factors which influence the buying behavior of today's youth.

Download or read book Celebrity Endorsement written by DR. Shubh Arora and published by . This book was released on 2022 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: Today Celebrity Endorsement has become a trend and perceptible as a win-win formula for product marketing and building of a brand. The instrument of celebrity endorsement has nowadays become a universal element in advertising and communication management. We can see that most of the products are endorsed by some or the other celebrities. It is today a frequently used approach in marketing for all brand building exercises. It has been positioned as one of the trendiest tools of promotion in recent time. Marketers use the celebrities to advertise the product to influence the purchase decisions of consumers in order to increase their sales and extend their market share.Firms are investing huge amounts as advertising expenditure for hiring the right celebrity. The celebrity appeal however needs to be perfectly blended intelligently and strategically to revive the benefits and make brands. As it has been observed that celebrity element in the promotion of the product makes it more lucrative and noticeable. Consumers perceive the brand as having superior quality because it has been endorsed by a credible and a trust worthy source whom they admire as their real heroes. This makes endorsement as one of the benchmarks of quality for any brand.This paper traces the factors that make the celebrity endorsed products more popular, examining the perception of consumers about celebrity endorsements and finally the impact of celebrity endorsements on their purchase intention. This study is also an attempt to know the reasons of using the celebrities in advertisements.

Download or read book Integrated Marketing Communications written by Shimp and published by . This book was released on 2013-12-19 with total page 250 pages. Available in PDF, EPUB and Kindle. Book excerpt: Advertising, Promotion, and Other Aspects of Integrated Marketing Communications, SouthAfrican Edition provides a contemporary view of the role and importance of marketingcommunications. Emerging topics such as the enormous popularity of social media outlets,online and digital practices, viral communications, and personal selling – along with all of their effects on traditional marketing – are also discussed in this edition.

Download or read book Brand Leadership written by David A. Aaker and published by Simon and Schuster. This book was released on 2012-12-11 with total page 550 pages. Available in PDF, EPUB and Kindle. Book excerpt: Management fads come and go in the blink of an eye, but branding is here to stay. Closely watched by the stock market and obsessed over by the biggest companies, brand identity is the one indisputable source of sustainable competitive advantage, the vital key to customer loyalty. David Aaker is widely recognised as the leading expert in this burgeoning field. Now he prepares managers for the next wave of the brand revolution. With coauthor Erich Joachimsthaler, Aaker takes brand management to the next level - strategic brand leadership. Required reading for every marketing manager is the authors' conceptualisation of 'brand architecture' - how multiple brands relate to each other - and their insights on the hot new area of Internet branding. Full of impeccable, intelligent guidance, BRAND LEADERSHIP is the visionary key to business success in the future.

Download or read book Pharmaceutical Drug Promotion in Pakistan written by Rizwan Raheem Ahmed and published by GRIN Verlag. This book was released on 2014-07-21 with total page 214 pages. Available in PDF, EPUB and Kindle. Book excerpt: Doctoral Thesis / Dissertation from the year 2012 in the subject Pharmacology, grade: 3.47, , course: Pharmaceutical Marketing, language: English, abstract: Common People and government authorities are usually concerned about the unethical pharmaceutical marketing practices in Pakistan, therefore; the researcher examines the unethical pharmaceutical marketing practices in Pakistan, and selected Karachi City as Case study for this purpose and analyze the impact of unethical marketing practices in pharmaceutical industry. This study not only evaluates the responsible variables for the unethical pharmaceutical marketing practices but also compare who is more responsible for these unethical pharmaceutical marketing practices in Pakistan. This study also examines, who has initiated these unethical pharmaceutical marketing practices in Pakistan and who is responsible for the continuation of these practices in Pakistan. In this study researcher focuses six variables that can be a major cause of unethical pharmaceutical marketing practices in Pakistan i.e. Pharmaceutical marketing and Sales personnel, doctors’ community, retail and whole sales pharmacies, government and private hospitals personnel, government officials and patients or their attendants’. All these six variables have been taken and gathered the data through survey questionnaire, compile and analyze through Statistical tools like descriptive and inferential Statistics both and conclude the main cause of unethical pharmaceutical marketing practices in Pakistan. In the under taken study four different hypotheses were developed and tested through Z and F test and also analyze the data through descriptive Statistics, for the descriptive Statistics four different parameters were developed and presented in the form of graphs and tables. The conclusion of the study was that initially pharmaceutical industry was responsible to introduce the unethical marketing practices to their customers i.e. doctors community, and hospitals and later on unethical pharmaceutical marketing practices became the norm of the pharmaceutical industry. Now the doctors are the main cause or reason for the continuation of these unethical pharmaceutical marketing practices in Pakistan. It is further concluded in the study that foreign visits are more common tools in order to get maximum output from the doctor community and now doctors have become more demanding and they ask themselves regarding the foreign and local tours and conferences. Cash incentive and home appliances are another form of unethical practices in the pharmaceutical industry. [...]

Download or read book Impact of Celebrity Endorsement on Consumer Buying Behavior of Elephant House Cream Soda written by Nipuna Dissanayaka and published by . This book was released on 2021 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: This research mainly shows the impact of celebrity endorsement on a brand of a product. In addition, this describes buying behavior of Elephant House Cream Soda drink in the Sri Lankan market. In a survey study, respondents evaluated how three endorsement factors effect on brand credibility in cream soda drink. All variable (brand image, awareness, quality, attitudes, social image and willingness to pay) become reliable in reliability analysis. Pearson's association of all variables is neutral negative relationship and has a significant relationship with price premium's willingness to pay. Both independent variables describe the dependent variable by 29.9%. Which is low, in regression analysis. But the findings from the ANOVA table notes that the model is correct. In hypothesis testing. Only three factors have become acceptable. They are awareness, attitudes, and social image. Meanwhile, this research proves that there is a positive relationship between attractiveness, trustworthiness, expertise and brand credibility. Therefore, this celebrity endorsement concept is important in enhancing brand credibility and purchase intention.

Download or read book Impact of Celebrity Endorsement in Advertising of High risk Products written by Victoria Olaosebikan and published by . This book was released on 2020 with total page 51 pages. Available in PDF, EPUB and Kindle. Book excerpt: "Celebrity endorsement is one of the most popular and effective strategies in advertising. Celebrities are perceived as attractive and having both likable qualities and influential power. Marketers have become more aware of the influence celebrities have on individuals and have harnessed this into advertising products and services. Empirical studies have shown that celebrities have been very effective in advertising low-risk products and services. But how effective is this strategy in advertising high-risk products and services? This study employed the elaboration likelihood model to investigate the impact of a celebrity endorser compared to a non-celebrity endorser on consumer behavior in advertising high-risk products/services with a focus on dietary supplements. The results of this study show that consumers used more of the peripheral route of information processing in examining the celebrity advertisement. There was no significant difference in the impact between the celebrity endorser and non-celebrity endorser.They both had a positive relationship with attitude toward the product. However, they did not significantly affect consumers’ purchase intention."--Abstract.

Download or read book Celebrity Endorsement Affecting Consumer s Attitude Towards the Ads written by Amir Masood and published by LAP Lambert Academic Publishing. This book was released on 2011-12 with total page 84 pages. Available in PDF, EPUB and Kindle. Book excerpt: This study has been conducted on 'Celebrity endorsement affecting consumer's attitude towards the advertisement and purchase intension' to understand the impact of celebrity endorsement on the young generation via different channels. It includes the consumer's behavior and in what direction advancements should be made so as to know how celebrity endorsement of a product can enhance the company's sales. The right match of celebrity for endorsing the brand or product is important to know about the perception of viewers and consumers purchase intention. The manuscript consists of five chapters. The first chapter deals with the introduction which discusses the concept of celebrity endorsement and consumer behavior. Chapter two contains the summary of various studies which have been carried out by different authors in the related field. Chapter three focuses on the need for study of the objectives, research methodology, managerial implications and limitations. Chapter four contains data analysis and interpretation based on the responses received. Conclusions on the basis of findings are the components of chapter five.