|
A STUDY ON IMPACT OF CELEBRITY ENDORSEMENT ON BUYING BEHAVIOUR OF YOUNG CONSUMERS.
2
Author(s):
MRS.LAVANYA.M.R , DR.I.SAM JEYACHANDRAN
Vol - 10, Issue- 4 ,
Page(s) : 170 - 175
(2019 )
DOI : https://doi.org/10.32804/IRJMSH
Abstract
Celebrities are the personalities that are well known in public either because of their credibility or of their attractiveness or because of both of these. To leverage this, advertisers use celebrities in their advertisement to increase the effectiveness and heighten the credibility of commercials. A form of brand or advertising campaign that involves a well known person using their fame to help to promote a product or services. . The celebrity endorsement has reasonable impact on customers as per their attitude and buying intention celebrity endorsement advertisements boosting up the sales and purchase of product, people like to buy the products more if endorsed by the celebrity and it shows that today’s customer is aware and influenced by media.
- Atkin, C. and Block, M. (1983), "Effectiveness of Celebrity Endorsers," Journal of Advertising Research, 23, March, pp.57-61.
- Belch E. George et al, (2009) Advertising and PromotionBoston:McGraw-hillLrwin
- Black Jay et al (2001)Introduction to Media Communication. (4th Ed)Newyork: routledge Cacioppo, J.T & Petty, R.E. (1979).Effects of message repetition and position on cognitive response, recall and persuasion. Journal of Personality and Social Psychology, 27, 97-109.
- Chan , K.,Leung Y. N, Luk, E. K (2013) Impact of celebrity endorsement in advertising on brand image among Chinese adolescents,Young Consumers: insight and ideas for Responsible marketers, Vol. 14 Iss: 2, pp. 167-179
- Choi, S.M., Rifon, N.J. (2007), "Who is the celebrity in advertising? Understanding dimensions of celebrity images", Journal of Popular Culture, Vol. 40 No.2, pp.304-25.
- Ainsworth, A.B. (2007) Public Information and Consumer Skepticism Effects on Celebrity Endorsements: Studies among Young Consumers. Journal of Marketing Communications, 13, 85-107
- Balakrishan, L, Shalini Kumar, C. (2011) Effect of Celebrity Based Advertisements on the Purchase Attitude of Consumers towards Durable Products (A study with reference to the city of Chennai). World Review of Business Research, 1, 98-112
- Bergstrom, C., karfstad, B. 200 Celebrity Endorsement Case tudy of J. indeberg. weden ule University of Technology
- Busler, M. (2002) Product
- Erdogen, B.Z (1999) Celebrity Endorsement: A Literature Review. Journal of Marketing Management, 15, 291-314
- Sola, O.A. (2012) The Impact of Celebrity Endorsement on Strategic Brand Management. International Journal of Business and Social Science, 3, 141-145
|