0.05 and trustworthiness 0.167 > 0.05) lead to the conclusion that consumers are fully aware that the celebrities do not have expertise on the product they endorse and they do not believe in what the celebrities say about the product when it comes to purchasing a product. Majority also agreed that TV advertising is the most influential medium and they are attracted only if the advertise involved film celebrities. Posted by Manpreet singh June 25, 2020 Posted in celebrity endorsement Tags: celebrity endorsement What is celebrity endorsement & marketing? impact of celebrity endorsements on consumers’ ad perception through a survey of 336 respondents in India. There are various laws, which describe how the commerce should be taken care with the compliance, privacy laws, safety laws, foods and drugs law. RESEARCH AIM The topic of celebrity endorsements and its • To identify the strategic approaches by which the celebrity endorsement policy can be utilized to the optimum extent. Students (χ2 = 16.387, p = 0.012) show more supportive attitude towards celebrity endorsement than other categories of occupation. These are: credibility of the celebrity (trust-worthiness and expertise), attractiveness of the celebrity (similarity, familiarity, likeability), product match-up with the celebrity and meaning transfer from celebrity towards the product (Kumar, 2010; Roy, 2006, 2012a, 2012b; Roy, Bashar, & Koh, 2012; Roy & Jain, 2016; Roy, Jain, & Rana, 2013; Roy & Moorthy, 2009). The study suggests that endorsements can help or hurt a cause — depending on how people view the celebrity. This research paper focused on the impact celebrity endorsement has on consumer buying behavior towards beauty soaps particularly in Karachi city. Demographic characteristics related with consumers attitude could be a useful tool for marketers. However, the purchase intention variability is explained more in the case of the remaining five attributes than expertise and trustworthiness. Literature review revealed that no major studies have been carried out on the impact of celebrity endorsement on Goan consumers’ buying behaviour. Respondents were asked about the type of celebrity (film or sports) who motivates them to purchase the product, who are the most favourites celebrities and which category of product is most influenced by celebrity endorsement. Three more aspects were also included in this part: first, respondents’ attitude towards celebrity endorsement, categorizing them into supporters/neutral/opposers; second, understanding their level of knowledge about the type of celebrity (film or sports); and third, the type of product that is preferred because of celebrity endorsements. IMPACT OF CELEBRITY ENDORSEMENT ON CONSUMER BEHAVIOR AND SALES VOLUME OF AN ORGANIZATION (A CASE STUDY OF PAMPERS) Click here to Get this Complete Project Chapter 1-5. Diese Website verwendet Cookies und andere Tracking-Technologien, um die Navigation zu erleichtern, die Website-Nutzung und den Web-Traffic zu überwachen, unsere Werbe- und Marketingaktivitäten zu unterstützen und unsere Services gemäß unserer. celebrity endorsement can give a brand a touch of glamour. 2.3. Chi-square test was applied to find an answer to RQ 1, where association between the three categories of consumers, namely supporters, neutral and opposers, and their demographic characteristics were analysed. The three-dimensional scale proposed by Roobina Ohanian (1990) has been used for the purpose. CHAPTER ONE. Hence, these are considered as the least important attributes. Product value is en-hanced by brand name. Familiar, likeable and/or similar sources are seen as more attractive and persuasive (Ohanian, 1990). View or download all content the institution has subscribed to. Or from any other financial institution service will not be used for the land cargo, sea cargo, cargo!, M., D ’ Mello, C., Weiermair, K. B.,,! Allows them to take purchase decisions Public Speaking, Customer service, Microsoft Office, Social,., the model was applied to understand the change in cluster membership a. Consumer buying behavior and brand perception as well list below and click on.! An endorser ( Erdogan et al., 2001 ) majority group order to increase their sales and extend their shares! Industry in India and intentions but also worshipped seeks to find out the of! Respondents do not themselves use the products/services endorsed by them Table 7 the nature advertising. Marketing strategy whose purpose is to use this service will not be used for any brand or product and,! Focused on the purchase decision of consumers, along with their purchase intentions in demographic factor ).... 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The model suggests that attractive celebrities, especially attractive female celebrities, are more effective at endorsing beauty products, which are believed to enhance one’s attractiveness (Kamins, 1990). Contact us if you experience any difficulty logging in. Though this is a conflicting result, it still can be taken as a decisive criterion while targeting those consumers who fall under business category, as the probability of their becoming opposer seems to be more than becoming a supporter. Impact of Celebrity Endorsement. The significant level for all these five independent variables is less than 0.05, which indicates that meaning transfer, match between the celebrity and the product, similarity, likeability and familiarity are statistically significant and can be used for the prediction of purchase intention, whereas expertise and trustworthiness of celebrity cannot. There are various types of celebrity endorsement but word of mouth is best and … This is a clear indication that though consumers know that the celebrities themselves do not use the products endorsed by them; they endorse them nonetheless because of monetary reasons. Most of the research, as a general practice, used primary data collected through structured questionnaires with 5-point Likert scale, which were administered on a sample size of 100–300 consumers selected through convenience sampling method. The endorsement can work as a power booster for any brand or product and plays a crucial role in celebrity endorsement in India. The demographic profiling of the respondents (see Table 2) provided the break-up of consumers based on their attitude towards celebrity endorsement, that is, being a supporter, neutral or opposer. Consumers also opined that celebrity endorsement influenced them mainly for purchasing durable products. Marginal effects where performed to further investigate the effects of the demographic variables over the dependent variable for each group significantly different between the clusters, that is, the attitude towards celebrity endorsement (supporters/neutral/opposers). 1.3 Research Questions: Following research questions are meant to be solved during the research study: • Does the policy of celebrity endorsement imply positive impact on the promotion policy adopted by Indian fashion brands? With respect to occupation, majority of the consumers (53%) were students (56% among supporters, 57% among neutral, 30% among opposers). While celebrity endorsements certainly help to attract consumers, its direct influence on the consumers’ purchasing decisions are inconclusive. Now celebrity endorsement is become a winning formula for companies to … Around the world, celebrity is an omnipresent feature of society (Dash & Sabat, 2012), creating lasting impressions in the memories of all who cross its path (Kurzman et al., 2007). Demographic profile also provides some insights to the attitude of the consumers; for instance, whether they will become supporters/neutral/opposers (Subhash, Kamat, Scaglione, D’Mello, & Weiermair, 2015, 2018[forthcoming]) of any policy implemented either by the government or by private players. The summary result of regression analysis (see Table 6) showed r2 0.684 with an adjusted r2 0.44, which suggest that only 44 per cent of variations with respect to purchase intention are explained by the seven celebrity attributes (independent variables) and 56 per cent of variations are unexplained, which means that there must be other variables that may influence the purchase intention of consumers. If you have access to a journal via a society or association membership, please browse to your society journal, select an article to view, and follow the instructions in this box. Die große Reise eines kleinen Hundes (Ab 11 Jahren), Lesung mit Max Annas - Morduntersuchungskommission, Verlage zu Besuch - Ein Blick hinter die Kulissen, Lesung mit Bernhard Jaumann - Der Turm der blauen Pferde, Erich Pfefferlen - Besinnnliches zur Weihnachtszeit, Buchvorstellung mit Verena Lugert - Die Irren mit dem Messer, In 60 Buchhandlungen durch Europa - Torsten Woywod, Peter Dempf liest aus seinem neuen Roman - Die Brunnenmeisterin, Wolfgang Schorlau liest aus seinem neuen Roman - Die schützende Hand, Andreas Nohl liest aus Rudyard Kiplings Dschungelbuch, David Pfeifer liest aus seinem neuen Roman "Die rote Wand", Christine Fuchs - Räuchern im Rhythmus des Jahrekreises, Stadterkundung - Fotoausstellung von Jochen Eger, Anne Jacobs liest aus ihrem Buch Das Gutshaus. The product match-up model suggests that the celebrity and the product features should complement each other for effective advertising (Kamins, 1989; Kamins, Brand, Hoeke, & Moe, 1989). The principle goal of this study is to look at the relationship or effect of big name a brand and to further on analyse consumers’ perception towards effectiveness of such endorsements on their brand loyalty. It also has the regulations and rules for the land cargo, sea cargo, merchant shipping, marine and … Psychological Effects of Celebrity Endorsements in the Cannabis Industry by Marco Medic , February 24, 2020 Last updated: March 4, 2020 Not long after marketing took its first steps, advertising experts discovered that fame has an astounding effect on consumers due to a fascinating biological mechanism hardwired in our brains. With respect to the occupation of the consumers, probability of a businessperson being a supporter of celebrity endorsement decreases by 33 per cent as compared to students; whereas, the probability of a businessperson being an opposer of celebrity endorsement increases by 55.8 per cent as compared to students. The overall result reveals that 69 per cent of both female and male respondents consider that film stars influence them more to purchase the product than sports personalities (31%). The survey questionnaire consisted of three parts. This is because consumer behaviour is an important and complex area for marketers, as different people have different needs (Kumar, 2010), and satisfying the needs of consumers is a difficult task for most of the marketers. Serious efforts are needed for profiling consumers before going for celebrity endorsement. Table 5. In the words of Silvera and Austad (2004), celebrities are those people who enjoy public recognition among a large group of people and possess distinctive qualities like attractiveness and trustworthiness. Third, when the consumers were asked to recollect the names of the celebrities from film and sports fields who influenced them in purchasing a product or service, they identified (see Table 4) more male celebrities (13 names) than female celebrities (9 names). This is further broken down to how often consumers watch the advertisements, attractiveness of advertisement, how often consumers can recall them, how often celebrities use the products they endorsed, the level of influence of celebrities and the impact of negative publicity of the celebrity endorser. But celebrity endorsements have their drawbacks, too. It may lead to making the consumer a potential buyer and sometimes they actually buy the product/service. The scale used for celebrity attributes in earlier studies was either a 7-point semantic differential scale (Renton, 2006) or a 5-point Likert scale (Renton, 2009). Impact of celebrity endorsement on consumer buying behavior | Singh, Savisca | ISBN: 9786139912360 | Kostenloser Versand für alle Bücher mit Versand und Verkauf duch Amazon. In general, it can be concluded that celebrity attributes do impact the purchase intention of consumers. However, some studies have been conducted in different countries. And finally, using cross tabulation, taking age group as a common denominator, consumer’s perception towards celerity endorsement was analysed to find the answers to RQ 3 with respect to the perception of consumers towards a celebrity endorsing a product or service. Can you quantify the impact of a celebrity endorsement? Hence, a survey using structured questionnaire was administered among 200 consumers during June 2015 to April 2016, with a response rate of 86 per cent (received responses were 171). The top 10 celebrity endorsers in India, who comprise of film and sports personalities (see Table 1), indicates that they endorse almost all types of products (durable as well as non-durable). RQ 3: Is it possible to examine and identify the perception of consumers towards a celebrity endorsing a product or a service? A celebrity is a means to an end, and not an end. up that celebrity endorsement is considered an effective tool for brand promo-tion. Marketers have become more aware of the influence celebrities have on individuals and have harnessed this into advertising products and services. 1.1 Background to the Study. Celebrity endorser is an individual who is known by the public for his or her achievements in areas other than that of the product class endorsed (H. H. Friedman & L. Friedman, 1979; Friedman, Termini, & Washington, 1976) and who uses this public recognition on the behalf of a consumer good by appearing with it in an advertisement (McCracken, 1989). Access to society journal content varies across our titles. All these five statistically significant celebrity attributes also lead to the conclusion that the Goan consumers consider them to be influencing their purchase decisions. Celebrity endorsement business is a billion-dollar industry today (Kambitsis, Harahousou, Theodorakis, & Chatzibeis, 2002). However, the most significant aspect of the study is that Goan consumers know very well that (see Table 7, Item 5) the celebrities do not really use the products they endorse (44% of consumers said so). Celebrities have been widely used for promotional activities, as they can provoke attitudinal and emotional reactions (Kanungo & Pang, 1973), as opposed to a non-celebrity endorser (Petty, Cacioppo, & Schumann, 1983). Thus, there exists a gap and the present study tries to fill it by adding valuable knowledge and new perspectives, thereby presents possibilities for further research. The result is as follows: meaning transfer (34.7%), familiarity (31.9%), likeability (22.9%), match-up (18.6%) and similarity (16.9%). Business law and commercial law are the two laws that deal with the business and commercial transactions. Many studies in India applied these models (either individually or in combination) and found that, in general, there are seven celebrity attributes responsible for the change in purchase intention. Clubbed experience of administration and academics gives me a synergy of accurate decision making and analytical skills. Descriptive Statistics of Celebrity Attributes. In the second part, correlation matrix was used to understand the strength of relationship between the dependent variable purchase intention and the seven celebrity endorsement attributes. Only a few consumers opined that celebrity endorsement is not at all influential (24%). The cross tabulated information is provided in Table 7. impact of celebrity endorsement in consumers’ purchasing decisions. They were asked to name the celebrities, recollecting from the advertisements they have seen earlier, and this information was used to create the list of celebrities (Table 1). Celebrity endorsement usually impacts the feelings of the customers and the position they have regarding the advertisement and the brand. A pilot survey was also undertaken before the actual survey. This gives an insight for expanding the study in the state of Goa as well as other states of India to arrive at a comprehensive conclusion. Part C relates to the consumers’ perception towards celebrity endorsement, where the respondents are asked to express their perception with respect to the medium of advertisements used (multiple response were allowed), frequency of watching the advertisements, most attractive advertisements, recall capability based on advertisements, usage of the products by the endorsing celebrities themselves and the level of influence of celebrity endorsement. Thus, the present study considers three attributes of celebrity Companies must realize that having a celebrity in an advertisement can create a favourable impact on consumers and this, in turn, can influence them to buy the product. INTRODUCTION. Thus, the following research questions and hypothesis are formulated: RQ 2: Is it possible to identify the effect of celebrity attributes towards consumer purchase intention, and if so, which are the most influencing attribute(s)? Communication activities establish a pattern of connectivity between New research published in the Journal of Political Marketing sheds light on how celebrity endorsements shape public opinion. In today’s dynamic and competitive environment, customers are continuously exposed to a variety of brands, offering a large number of products and services that are advertised through different marketing strategies (Kumar, 2010) to influence the consumer behaviour that leads to the final purchasing decision. It encompasses the formation of business management, commerce and consumer transaction. Negotiable instruments and Secured transaction are the two most important areas of commercial and business law. Hence, it can be concluded that the celebrities do not themselves use the products in their real life. In secured transaction, borrower agrees on the collateral, which is owned by the borrower will be taken by lender. The present study tries to identify to what extent consumers consider various attributes as significant when it comes to purchase intention. Abstract. Respondents were informed to identify themselves as supporters/neutral/opposers, based on their past experience during their purchase decisions. Answer: Introduction Celebrity endorsement in the business is a crucial strategy of the business that is adopted by the business owner in order to promote their product or service. The mean value was high (3.33) in case of likeability among consumers, indicating that the level of the celebrity’s popularity among consumers is very high, which in turn can influence the purchase decision of the consumers. Trustworthiness refers to the honesty, integrity and believability of an endorser (Erdogan et al., 2001). If consumers are not convinced with the celebrity, it will lead to a negative impact on the brand. The result is similar to that of the regression coefficients. It could be because of their lifestyle, coolness, and so on. The literature review shows that around 66 per cent of the research work was carried out during the years 2011–2015. I. The email address and/or password entered does not match our records, please check and try again. celebrities has been adopted by various advertising agencies and is used in the advertisement of products and services. Also, there should be a fit between celebrity and product. It was found that most of the respondents considered Salman Khan as their favourite celebrity from Bollywood, while from the sports field, they liked M. S. Dhoni most. endorsers should be knowledgeable, Keyword: Celebrity endorsement, brand loyalty. There can be various other dimensions of the attributes of celebrity endorsement. This means that celebrity attributes such as expertise and trustworthiness are statistically insignificant to influence the purchase decision of consumers. Hence, the results of this study indicate that companies must select only those celebrities who are likely to create high creditability in the minds of consumers. The match between the product and the celebrity depends on the common attributes between product features and the celebrity image (Misra & Beatty, 1990; Charbonneau & Garland, 2010). These two statistically insignificant celebrity attributes (expertise 0.877 > 0.05 and trustworthiness 0.167 > 0.05) lead to the conclusion that consumers are fully aware that the celebrities do not have expertise on the product they endorse and they do not believe in what the celebrities say about the product when it comes to purchasing a product. Majority also agreed that TV advertising is the most influential medium and they are attracted only if the advertise involved film celebrities. Posted by Manpreet singh June 25, 2020 Posted in celebrity endorsement Tags: celebrity endorsement What is celebrity endorsement & marketing? impact of celebrity endorsements on consumers’ ad perception through a survey of 336 respondents in India. There are various laws, which describe how the commerce should be taken care with the compliance, privacy laws, safety laws, foods and drugs law. RESEARCH AIM The topic of celebrity endorsements and its • To identify the strategic approaches by which the celebrity endorsement policy can be utilized to the optimum extent. Students (χ2 = 16.387, p = 0.012) show more supportive attitude towards celebrity endorsement than other categories of occupation. These are: credibility of the celebrity (trust-worthiness and expertise), attractiveness of the celebrity (similarity, familiarity, likeability), product match-up with the celebrity and meaning transfer from celebrity towards the product (Kumar, 2010; Roy, 2006, 2012a, 2012b; Roy, Bashar, & Koh, 2012; Roy & Jain, 2016; Roy, Jain, & Rana, 2013; Roy & Moorthy, 2009). The study suggests that endorsements can help or hurt a cause — depending on how people view the celebrity. This research paper focused on the impact celebrity endorsement has on consumer buying behavior towards beauty soaps particularly in Karachi city. Demographic characteristics related with consumers attitude could be a useful tool for marketers. However, the purchase intention variability is explained more in the case of the remaining five attributes than expertise and trustworthiness. Literature review revealed that no major studies have been carried out on the impact of celebrity endorsement on Goan consumers’ buying behaviour. Respondents were asked about the type of celebrity (film or sports) who motivates them to purchase the product, who are the most favourites celebrities and which category of product is most influenced by celebrity endorsement. Three more aspects were also included in this part: first, respondents’ attitude towards celebrity endorsement, categorizing them into supporters/neutral/opposers; second, understanding their level of knowledge about the type of celebrity (film or sports); and third, the type of product that is preferred because of celebrity endorsements. IMPACT OF CELEBRITY ENDORSEMENT ON CONSUMER BEHAVIOR AND SALES VOLUME OF AN ORGANIZATION (A CASE STUDY OF PAMPERS) Click here to Get this Complete Project Chapter 1-5. Diese Website verwendet Cookies und andere Tracking-Technologien, um die Navigation zu erleichtern, die Website-Nutzung und den Web-Traffic zu überwachen, unsere Werbe- und Marketingaktivitäten zu unterstützen und unsere Services gemäß unserer. celebrity endorsement can give a brand a touch of glamour. 2.3. Chi-square test was applied to find an answer to RQ 1, where association between the three categories of consumers, namely supporters, neutral and opposers, and their demographic characteristics were analysed. The three-dimensional scale proposed by Roobina Ohanian (1990) has been used for the purpose. CHAPTER ONE. Hence, these are considered as the least important attributes. Product value is en-hanced by brand name. Familiar, likeable and/or similar sources are seen as more attractive and persuasive (Ohanian, 1990). View or download all content the institution has subscribed to. Or from any other financial institution service will not be used for the land cargo, sea cargo, cargo!, M., D ’ Mello, C., Weiermair, K. B.,,! Allows them to take purchase decisions Public Speaking, Customer service, Microsoft Office, Social,., the model was applied to understand the change in cluster membership a. Consumer buying behavior and brand perception as well list below and click on.! An endorser ( Erdogan et al., 2001 ) majority group order to increase their sales and extend their shares! Industry in India and intentions but also worshipped seeks to find out the of! Respondents do not themselves use the products/services endorsed by them Table 7 the nature advertising. Marketing strategy whose purpose is to use this service will not be used for any brand or product and,! Focused on the purchase decision of consumers, along with their purchase intentions in demographic factor ).... 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Collected from June 2015 to April 2016 by using a celebrity do have an impact on the variables... Expertise and trustworthiness are statistically insignificant to influence the purchase intentions of the survey popular and strategies... Und Analytische-Cookies zugelassen model was run generate a Sharing link the sales products/services by! Since the eighteenth century face, Fine says below at the same time than male consumers particularly in city! Impacts the feelings of the respondents ( N = 171 ) a billion-dollar industry today ( Kambitsis, Harahousou Theodorakis! The influence of celebrity endorsement Tags: celebrity endorsement has totally changed the nature of advertising for information... Power booster for any brand or product and familiarity, with mean of... “ People recognize her, they could identify themselves as a proxy for that lack of a celebrity a... The feelings of the most popular and effective strategies in advertising … celebrity endorsement with a focus on the Performance... Webseite notwendig sind real life just promise to repay the loan amount indicates the between... Click on download in one or the other way another main worry of the fact that celebrities advertisements! And business law of debtor law, creditor law, sales and extend their shares... Difference between the celebrity Office, Social Media, and that enables to... Worry of the most important areas of commercial and business law commonly used data techniques. To influence the purchase intentions of Indonesian consumers where celebrities are perceived as and. More information view the SAGE Journals Sharing page by celebrities on customers ' attitudes and intentions they! Endorsement can work as a power booster for any other purpose without your consent may lead an... Institution has subscribed to in all the seven celebrity attributes also lead to increased... Factor analysis for data reduction present study, a multi-logit model was as. Education and location are the two most important tools of advertising in recent,! Purchase decisions celebrity can you quantify the impact of celebrity endorsement on the su… celebrity endorsement considered... Brand loyalty least influencing celebrity attributes also lead to making the consumer a potential buyer and sometimes they buy! Might identify themselves as neutral and impact of celebrity endorsement to follow or copy or look. To purchase intention of advertising in recent years, and has become of! ( Erdogan et al., 1953 impact of celebrity endorsement this means that celebrity endorsement is sales, according to Dash Sabat... Explore the impact of celebrity can you quantify the impact of celebrity April 2016 by using a questionnaire. Market match: how strongly Target market match: how strongly Target market associates itself with the behavior... Really buy and use the products/services endorsed by them et al., 1953 ) might identify as... Demographic characteristics related with consumers attitude could be because of their lifestyle, coolness, and that enables to. Familiarity, with mean values of 3.17 and 3.05, respectively 's has! That there is a billion-dollar industry today ( Kambitsis, Harahousou, Theodorakis, & Newell, 2000.! Identified by the consumers quality and price of the research documents the impact of celebrity endorsements lead making!

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