Celebrity Endorsements and Their Effects on Consumer Purchasing Behavior Keanna Rutledge Delaware State University Abstract Research shows that 25% of all Celebrity Endorsements and Their Effects on Consumer Purchasing Behavior On a television screen or a tabloid magazine celebrities extravagant lifestyle and attractiveness has extraordinary influence in the public eye. Their influence is extensive due to the constant spotlight that is placed upon them in the mainstream
Iba 550 October 20, 2008 Celebrity Endorsement Marketing Campaigns Celebrity endorsement is a billion dollar industries today (Kambitsis et al., 2002) with companies signing deals with celebrities hoping that they can help them stand out from the clutter and give them a unique and relevant position in the mind of the consumer. According to Solomon (2002), the reasons for using celebrity endorsement involves its potential to create awareness, positive feelings towards their advertising and brand
on the relationship between the world of celebrities and the sphere of marketing can be dated from the 1760s when royal endorsements were used as a marketing device for pottery and chinaware by producers - Josiah Wedgwood and Sons. ("Celebrity Endorsement – Throughout the Ages,"2004). Celebrity endorsement, as an instrument of marketing communication, is becoming increasingly important for commercial marketing. In McCracken's marketing theory celebrities are defined as “using public recognition
look at celebrity endorsement, and the affects of celebrity endorsement on consumer behaviour. I am also going to be looking at celebrity endorsement and the affect it has on consumption in the retail industry. 2. Main Research Question Does Celebrity Endorsement Influence Consumer Behaviour and Purchasing Decisions? 3. Example Relevant sub-questions • Examples of when consumers have been influenced by a certain celebrity or icon, to determine the consumption of a product. • How celebrity endorsement
it from its competitors. A celebrity is known as a famous people or well-known people in certain perspective of field. In detail, celebrities are the people who enjoy high degree of public recognition and awareness by a large share of a certain group of people (Prof. Dr. G. L. Pedhiwal, 2011). According to Kurzman et al, (2007), celebrity is an omnipresent feature of society, blazing lasting impressions in the memories of all who cross its path. The use of celebrities to advertise the company products
EXPLORING THE IMPACT OF CELEBRITY ENDORSEMENT ON CONSUMER PREFERENCE AND BUYING BEHAVIOUR (A CASE OF SELECTED DIRECT TO HOME (DTH) SERVICE PROVIDERS IN JODHPUR) A RESEARCH PROPOSAL (SYNOPSIS) SUBMITTED TO THE DEPARTMENT OF BUSINESS ADMINISTRATION, FACULTY OF COMMERCE & MANAGEMENT STUDIES, JAI NARAIN VYAS UNIVERSITY, JODHPUR, RAJASTHAN FOR THE REGISTERATION OF DEGREE OF DOCTOR OF PHILOSOPHY (PhD) UNDER THE SUPERVISION OF: SUBMITTED BY: Dr. M.L.VASITA
buyers to watch the relevant advertisements before taking purchase decision. Advertisements emphasize and sometimes nudge consumers for repeat purchase (Ehrenberg and Barnard, 1997). Contrarily, Strong theory of advertising indicates that advertising influences consumer’s perception and persuades customers to buy the product once then repeatedly (Moriatry et al, 2015). One of the most popular strong theories of advertisings are Elaboration Likelihood Model (ELM). According to (Petty and Cacioppo, 1986)
When we go through the streets, when we watching a movie, overall, everywhere we see advertisements with celebrities posted by different companies from car manufacturers to milk producers. Using celebrities is a common type of globally advertising (Dwivedi, McDonald, & Lester, 2014). Besides, it influences brand recognition among all types of consumers (Chan, Leung, & Edwin, 2013). Several suitable illustrations of this type advertising are George Clooney, who is an actor of United States of America
1. Introduction 1.1 Background Endorsements have become universal and especially if we discuss about celebrity endorsement. Marketers often scrap over celebrities for a chance to use their name. This need for standout actually means that advertisers and marketers are finding new approaches and findings to maximize the appeal of celebrities. Some does work, some fail, some are unproven. Regardless of whatever approach, the endorsement has to be credible and authentic. And in an era when brands&
consumers will obtain product’s information through various channels such as friends, Internet, and TV program. At this stage, the consumers’ decision-making is easily influenced by an influencer which is the result of “social influence”. Referring to Kelman, social influence is a theory suggests that a person is more likely to adopt an attitude or behavior of another person or a group that they are relevant to themselves (1961). Some Thai consumers prefer to seek for an advice about cosmetic products