Celebrity Endorsement Introduction Celebrity branding is a type of branding or advertising, in which a celebrity becomes a brand ambassador and uses his or her status in society to promote a product, service or charity and sometimes also appear as a promotional model. (1) There are various ways in which a celebrity can endorse a product: 1.. Simply appearing in advertisements.
Adam, M.A. and Hussain, N. (2017) Impact of Celebrity Endorsement on Consumers Buying Behavior. British Journal of Marketing Studies, 5, 79-121. Kaur, S. and Garg, A. (2016) Celebrity Endorsement and Buying Behavior: A Study of Panjab University Students. International Journal of Research, 4, 2394-3629.
One of many forms of social media marketing is celebrity endorsement. To study and obtain more knowledge about celebrity endorsement as a social media marketing for online store is the primary purpose of the research paper. Enrich literature about social media marketing will be the second purpose of this research. 3. Research Problem Misal.
Celebrity Endorsement: A Congruity Measure of Personalities Abstract: The research was conducted by Reshma Farhat And Dr. Bilal Mustafa Khan from the Department of Business Administration, Aligarh Muslim University, Uttar Pradesh, India. The findings were published in the Research on Humanity and Social Science journal, Vol. 13 in 2011. The purpose of the study is to find the congruence.
The research is a primary research and it includes the customers of all age groups. The research will help the marketers in knowing the impact of celebrity endorsement. With the increase in competition, it becomes necessary to branded companies to know the influence of celebrities on consumer purchase pattern and their impact on the upcoming trends so as to develop new future strategy.
Impact of celebrity endorsement in advertising on brand image among Chinese adolescents Abstract. Paper type Research paper. 4 Introduction “Joey Yung was very busy these days. After winning the one of Top Ten Local Artistes awards she was hired to endorse Sensa Cools herbal drink. Inside sources report that her advertising contract was worth one million US dollars. What’s more, the.
The present research paper focuses on examining the perception of these Indian youth Consumers about the celebrity endorsement process and the subsequent impact on their purchase decisions. Here we, with a literature review which provides an insight into the research done by the previous authors followed by the structure of the research method adopted to achieve the objective this study. A.
This paper presents a narrative review of celebrity endorsement research. The review identifies six areas of research on celebrity endorsements (celebrity prevalence, campaign management, financial effects, celebrity persuasion, non-evaluative meaning transfer, and brand-to-celebrity transfer). A review of the research in each area identifies key findings, conflicting results, and research.