Impact of Celebrity Endorsements on Consumer Behavior

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Recommended: Questionnaire THE ROLE OF CELEBRITIES IN INFLUENCING CUSTOMER'S DECISION MAKING

LITERATURE REVIEW

The term ‘celebrity’ refers to an individual who is known to the public, such as actors, sport figures, entertainers and others for their achievements in their respective areas other than the product endorsed by them (Friedman and Friedman, 1979).

The use of celebrities has been widely used as it could provoke attitudinal and emotional reactions (Kanungo and Pang, 1973) than a non-celebrity endorser (Atkin & Block, 1983; Petty and Cacioppo,1983).

Celebrities are people who enjoy public recognition and who often have distinctive attributes such as attractiveness and trustworthiness (McCracken, 1989; Silvera and Austad, 2004).

In order to be effective a celebrity endorser should have the credibility to attract attention (Miciak and Shanklin, 1994) increase awareness of the endorsed product and influence the …show more content…

Celebrities even are endorsing multi brands. It creates a great confusion in the mind of the customers regarding the purchase of the product. So there is a need to study the impact of celebrity endorsers on the purchasing behavior of customers. This study will also help to know whether celebrity endorsers are able to influence the buying behavior of the customers or not.

Due to the availability of a variety of channels, many entertainment programs and remote control devices, the reach of advertisement is very poor. To make the advertisement more attractive, advertising agencies and companies are using celebrities. This study seeks to identify the consumer side of celebrity advertisement. An attempt has been made to find out whether, the celebrities triggers the awareness of the brands, which could be starting point of buying desire, on which category of product, will be bought through the influence from them. And, which section or segment could be influenced by the celebrities on a purchase

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