Over the years, many growing and grown brands have jumped on to the celebrity endorsement bandwagon. Marketers are aware of the power of celebrities in advertisement and branding and their influence on consumer buying decisions. Endorsement is a medium of brand communication in which a celebrity acts as the spokesperson of a brand and certifies the image and position of the brand by extending their personality, stature and popularity in the market. Celebrity endorsement gives the brand an appeal. The customer is excited when seeing a known face. Celebrity endorsement provides a distinct differentiation and increases the recall value of the brand, thereby creating an effective demand. This research program focuses on the research question "Impact of Brand Ambassadors / celebrity endorsement through advertisement in brand building and their influence on consumer behavior." The reason for research on this question is due to the importance of the celebrity endorsement in the recent years, also advertising, branding and consumer behavior in today's competitive world. The objective of the research is to understand the influence of celebrity endorsement advertising technique on consumer behavior. To begin, the report examines the literature about marketing, role of advertising, branding, celebrity endorsement and consumer behavior. Following the literature is the research methodology, the researcher collects the primary data by interviews and questionnaires to assist in discovering new ideas, diagnosing situations and screening alternatives which generates insights and will be useful for the exploratory and development nature of the research.
[...] Celebrity endorsements are just an advantageous technique or an effective tool used by companies to endorse their brand and these brand ambassadors only influence the perception of the consumers and persuades them to buy but the purchase decision and purchase is made on many other aspects, characteristics and dimensions Recommendations Research is considered to be successful if all other resources are assimilated in a rational way. Different incidents specified in different areas of this research are noted. The reliability of this work depends on the methodology, question design as tools of collecting data. [...]
[...] Analyzing the answers, researcher feels celebrity endorsements does have value and a good strategy adopted to popularize their product or brand or company, however, this depends on the company, how big they are and what strategy they adopt to advertise and grow. It also depends on the kind of market, competitors and competition. Q.5. Are advertisements with celebrity endorsement useful and effective in a company? Are they beneficial? Manager 1 Celebrity endorsement are very much useful and effective for a company. [...]
[...] Based on the analysis, conclusions will be drawn which shows the influence of celebrity endorsing in advertising, branding and consumer buying behavior The Interview The researcher has interviewed two marketing managers and an advertising agency director for the purpose of primary research. The two managers were chosen from different companies where one of the companies endorses a celebrity and the other does not. Information collected from the officials will be used to analyze their view on the celebrity endorsements, consumer behavior, branding and advertising. [...]
[...] CHAPTER INTRODUCTION 1.1 Introduction This dissertation aims to improve understanding of celebrity endorsements and the impact of celebrity endorsements / brand ambassadors on building a brand through advertising and assess the factors that affect consumer buying behavior .It also shows that the firms may engage in advertising competition in order to co-ordinate consumer expectation on their own brand. Furthermore, this dissertation attempts to look into the strategies adopted by the companies towards advertising, branding, how a brand ambassador or celebrity endorsement can build an image on the brand and on consumer buying behavior. [...]
[...] A reassessment of the objective is made to oversee the impact of celebrity endorsements / brand ambassadors through advertising in building brand and their influence on consumer behavior. An analysis of different study variables is revisited in summary, against which appropriate recommendations are drawn. The recommendations outlined take various models into consideration. The theories and results are discussed in the introduction, literature review, study objectives, hypothesis and actual findings. Based on informed background to the study, a final conclusion is drawn in this chapter leading to the purpose of the research Conclusion of research: It was found that advertising is essential and vital for a company and the best means to promote a company or a product. [...]
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