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| Article Name : | | | IMPACT OF CELEBRITY ENDORSMENT ON CONSUMER BUYING BEHAVIOUR AND ON BRAND IMAGE | | Author Name : | | | Sumita Jain | | Publisher : | | | Ashok Yakkaldevi | | Article Series No. : | | | ROR-859 | | Article : | |  | Author Profile | | Abstract : | | | Everyday consumers are exposed to thousands of voices and images in magazines, newspapers, billboards, websites, radio and television, etc. Every brand attempts to steal at least fraction of a person's time to inform him/her of the amazing and different attributes of the product at hand. The challenge of the marketer is to find a hook that will hold the subject's attention. In helping to achieve this, use of celebrity for endorsement of a brand is widely used marketing strategy. In this modern age, people tend to ignore all commercials and advertisements while flipping through the magazines and newspapers or viewing TV. But even then, the glamour of a celebrity seldom goes unnoticed. Thus, celebrity endorsement in advertisement and its impact on the overall brand is of great significance. In this process, the companies hire celebrities from a particular field to feature in its advertisement campaigns. The promotional features and images of the product are matched with the celebrity image, which tends to persuade a consumer to fix-up his choice from a variety of brands. Although this sounds pretty simple, but the design of such campaigns and the subsequent success in achieving the desired result calls for an in-depth understanding of the product, the brand objective, choice of a celebrity, associating the celebrity with the brand, and a framework for measuring the effectiveness. | | Keywords : | | - commercials and advertisements,commercials and advertisements
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