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Celebrity Endorsements and Consumer Perception

This document discusses consumer perceptions of celebrity endorsements. It defines a celebrity as a widely recognized public figure, and celebrity endorsements as when celebrities known for non-product achievements promote products. Celebrities can increase brand awareness and positively influence purchase intentions due to their believability and favorable evaluations. Effectiveness depends on a good fit between celebrity and product. Findings showed males value expertise more for purchases while females value attractiveness. Celebrity endorsements remain an effective marketing tool due to mass appeal and loyal fans.

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84 views38 pages

Celebrity Endorsements and Consumer Perception

This document discusses consumer perceptions of celebrity endorsements. It defines a celebrity as a widely recognized public figure, and celebrity endorsements as when celebrities known for non-product achievements promote products. Celebrities can increase brand awareness and positively influence purchase intentions due to their believability and favorable evaluations. Effectiveness depends on a good fit between celebrity and product. Findings showed males value expertise more for purchases while females value attractiveness. Celebrity endorsements remain an effective marketing tool due to mass appeal and loyal fans.

Uploaded by

thiruvenkatraj
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPT, PDF, TXT or read online on Scribd
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Consumer perception

towards Celebrity
endorsements

By-
Rosh Rejendran
Rahul Sharma
Shashank
Sandeep B N
Swetha L
Siddharth Patil
Who is a celebrity ?

A celebrity is a person who is


widely recognized in a
society.
Celebrities can be.

Actors ( Shahrukh khan, Amitabh Bachchan )


Models ( Malaika Arora, Milind Soman)
Sports athletes (Sachin Tendulkar, Roger Federer )
Pop Stars (Britney Spears, Lady Gaga)
Businessmen (Mukesh Ambani, Vijay Mallya)
Politicians (Barack Obama)
Fictional celebrities (Ronald McDonald, Fido dido,
Amul Girl)
What is celebrity
endorsement ?

A celebrity endorser is an individual


who is known by the public for his or
her achievements in areas other than
that of the product class endorsed
Why celebrity?

Greater believability
Favorable evaluation of the product.
Positive purchase intention.
Celebrity endorsement are
impelled by virtue of the following
motives
Impact of celebrity
endorsement on a
brand

S=P* D*AV --the multiplier effect


Where S is a successful brand,
P is an effective product.
D is Distinctive Identity
and AV is Added values.
- the realm of celebrity`s
impact is confined to bring in a
distinctive identity and
provide AV to the Brand.
Establishing a
Perfect Match

Effectiveness depends on the


existence of a 'fit

Effective match:
Reid & Taylor and Amitabh
Bachhan,
Accenture and Tiger Woods
Dearth of salesman
Amitabh bacchan is one man brand industry.Nobody has that 6-to-60 universal
appeal who can sell anything to India, and to Bharat.
.
Revolutionized the psychological
trend of using Cadbury from 5-55
age group.

A gift that helps foster


relationships.
Findings

PURCHASE BEHAVIOUR Vs CELEBRITY L


Findings
64% of all the Males chose Expertise (in
the product) as their most important
variable when purchasing from a celebrity
endorse.

50% of all the Females placed the greatest


amount of emphasis on Attractiveness for
their purchase decision.
Conclusion

Celebrities have always been the


easiest way for a product launch and
will remain to do so in the near
future on the account of their mass
appeal and a world full of star struck
loyal fans.
Conclusion

Celebrities overtime can influence


the loyalty and make a person
friendlier to a brand.
Conclusion

Consumers are more willing to


purchase products from companies
that have perfectly matched the
celebrity to the product they are
representing.
Referenc

es
Baker, M.,Tagg,S.(2001). Selecting Celebrity Endorsers: The Practitioners
Perspective. Journal of Advertising and Research. 41. pp. 39-49
Bush, A., Craig, A., Victoria, D. (2004) Sports Celebrity Influence on
Behavioural Intentions of Generation Y. Journal of Advertising Research.
44. pp. 108-118
Elberse, A.,Verleun, J. (2012). The Economic Value of Celebrity
Endorsements. Journal of Advertising Research. June 2012. 146-165.
Friedman, H., Friedman, L. (2009). Endorser Effectiveness by Product
Type. Journal of Advertising, 19, pp 63-71.
Gaied, A.,Rached, K. (2010). The Persuasive Effectiveness of Famous and
Non Famous Endorsers in Advertising. IBIMA Business Review.Volume
2010. pp. 14
Ponpitakpan, C. (2003) The Effect of Celebrity Endorsers Perceived
Credibility on Product Purchase Intention: The Case of Singaporeans.
Journal of International Consumer Marketing, 16. pp. 55-74.
YOU
YOU

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