“the Impact of Celebrity Endorsement on a Customer’s Buying Behaviour”

2543 Words Jan 6th, 2010 11 Pages
“The Impact of Celebrity Endorsement On A Customer’s Buying Behaviour”

Reviewing The Literature:
This literature review aims to provide a comprehensive account of the different theories which will provide frameworks for answering market research questions relating to “The impact of celebrity endorsement on a customer’s buying behavior” and using celebrities in advertising and endorsing different products. Various Theories selected within this literature review are those which constitute a core of consumer buying behavior theory in relation with the marketing principles. In particular, the literature is also reviewed which genuinely examines the influence and impact of celebrities in advertising and endorsing various consumer products.
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Basically, celebrity endorsements are being preferred for almost every kind of product categories, like hotels, toiletries, telecom, razor blades, soft drinks and hard drinks among others. (Meri News, 2006). Celebrity endorsements is a billion $ unpredictable game by any of the multi-national firm or even small scale industry in this modern era of cut throat competition (Kambitsis et al., 2002). The pinnacle is the prime target of the advertisers to make a product attractive along with appeasing for its consumers. An explanatory study dictates that for any ‘Popular branding’ of a product along with utilizing its product manifesto, various prominent names bulge up in the head for making them the ‘Brand Ambassadors’ with companies inline viz. Pioneer, Accenture, Palmolive, Hyundai etc. Huge amount of money for sighing up a celebrity is a herculean task for a company but yet this approach has done wonders in bringing stability and credibility and turning it into the form of higher sales in the market. (Byrne. A, 2003). Globally, companies have been juxtaposing themselves and their brands with various celebrities. Some of the successful ongoing global endorsements can be: • Pepsi – Endorsing celebrities have been the bedrock of Pepsi's advertising campaign. Over the decades, Pepsi has used and still continues to utilise a number of celebrities for its general market which includes Shaquille
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