Impact of Celebrity Endorsement on Consumer Buying Behaviour and Brand Building

2007 ◽  
Author(s):  
Dinesh Kumar Gupta
Keyword(s):  
Celebrity Endorsement ◽  
Brand Building ◽  
Buying Behaviour

scholarly journals CELEBRITY ENDORSEMENT AND BUYING BEHAVIOR: A STUDY OF PANJAB UNIVERSITY STUDENTS

2016 ◽  
Vol 4 (11) ◽  
pp. 122-136
Author(s):  
Supreet Kaur ◽  
Ankit Garg
Keyword(s):  
College Students ◽  
Standard Of Living ◽  
Celebrity Endorsement ◽  
Buying Behavior ◽  
Celebrity Endorsements ◽  
Brand Building ◽  
Convenience Sampling ◽  
Buying Behaviour ◽  
The Impact ◽  
Over Time

In present era, there has been a change in consumer’s attitude towards lifestyle. Consumers give importance to brands to ensure better standard of living. Today consumers are not only educated but also selective while purchasing products. Everyday consumers are exposed to number of voices over the radio and TV and images in newspapers, magazines, hoardings, and websites. Therefore, every marketer tries 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 and for this purpose marketers use celebrity endorsement as an effective marketing strategy to fit their products in the minds of consumers. The practice of celebrity endorsements has proliferated over time and perceived as a winning formula for product marketing and brand building. This paper is an effort to analyze the impact of celebrity endorsements on buying behaviour of the college students. Questionnaire survey was used to collect the data by using convenience sampling.

Impact of Celebrity Endorsement on Consumer Buying Behaviour in the State of Goa

2017 ◽  
Vol 7 (1) ◽  
pp. 45-58 ◽  
Author(s):  
Karuna Krishna Gauns ◽  
Subhash Kizhakanveatil Bhaskaran Pillai ◽  
Kaustubh Kamat ◽  
Ruey Feng Chen ◽  
Ling-Chen Chang
Keyword(s):  
Purchase Intention ◽  
Response Rate ◽  
Purchase Intentions ◽  
Logit Analysis ◽  
Celebrity Endorsement ◽  
Celebrity Endorsements ◽  
Demographic Profiles ◽  
Buying Behaviour ◽  
The Impact ◽  
Structured Questionnaire

Celebrities have been involved in endorsing various activities since the eighteenth century. This article focuses on five aspects: to examine the present status of literature available on the effect of celebrity endorsement on consumer buying behaviour; to identify whether there is any association between the three groups of consumers (supporters/neutral/opposers of celebrity endorsement); applying multi-logit analysis to identify the probability of a consumer in becoming a supporter/neutral/opposer of the celebrity endorsement based on demographic profiles of consumers; to examine the celebrity attributes likely to influence consumer purchase intentions; and, finally, to examine the perception of the Goan consumers about celebrity endorsements. Literature review revealed that no major studies have been carried out on the impact of celebrity endorsement on Goan consumers’ buying behaviour. Hence, a survey using structured questionnaire was administered among 200 consumers during June 2015 to April 2016, with a response rate of 86 per cent (received responses were 171). It was found that a significant association exists between celebrity supporters/neutral/opposers with respect to age, gender, occupation and income level, except in case of education and location. Consumers also find celebrity endorsements more attractive and influential as compared to non-celebrity endorsements. Moreover, the tested attributes show positive relationship with purchase intention, except in case of expertise and trustworthiness of celebrity. In general, it can be concluded that celebrity attributes do impact the purchase intention of consumers.

scholarly journals Is Celebrity Endorsement Ethical or Unethical in Brand Building

2011 ◽  
Vol 3 (12) ◽  
pp. 288-291
Author(s):  
VARALAKSHMI .T VARALAKSHMI .T ◽  
Keyword(s):  
Celebrity Endorsement ◽  
Brand Building

scholarly journals INFLUENCE OF CELEBRITY ENDORSEMENT ON CONSUMERS’ BUYING DECISION OF A BRAND: A STUDY OF GLOBACOM TELECOMMUNICATION NIGERIA LIMITED

2021 ◽  
Vol 2 (1) ◽  
Author(s):  
Chinwe Mirian Odionye ◽  
Danjuma Mathew Yareh ◽  
Chinedu Ibekwe ◽  
Hannah Agboakiosime Salami
Keyword(s):  
Data Collection ◽  
Mixed Method ◽  
Theoretical Foundation ◽  
Transfer Model ◽  
Real Image ◽  
Celebrity Endorsement ◽  
Frequency Table ◽  
Population Figure ◽  
Buying Behaviour

In this study, we assessed the influence of celebrity endorsement on consumers’buying decision of a brand, with particular reference to Globacom telecommunication Limited.The objectives of this study were to ascertain customers’ perception of the use of celebrity endorsement on Globacom telecommunication; to determine the influence of celebrity endorsement on the buying behaviour of consumers of Globacom; to ascertain whether the use of celebrity endorsement by Globacom telecommunication helps the company to get more subscribers; to know consumers’ preference of Globacom endorsements by celebrities to Globacom endorsements by non-celebrities; and to know if endorsement by celebrity reflects the quality of product or services. Thestudy usedMeaning Transfer Model as the theoretical foundation. The research design used was the mixed method comprisingsurvey and in-dept interview whilethe questionnaire and the interview guidewere the instruments for data collection. The population of the study was Globacom subscribers in Nigeria. The population figure of the study was 54,840,192.A sample size of 400 was got from this figure using Taro Yemani formula. Data collected through questionnaire were analyzed using frequency table and simple percentages while data collected through interview were analyzed thematically. From the findings, consumers perceived that celebrities give a real image of the brand and that celebrity-endorsed products are of good quality. Findings also showed that celebrities have significant influence on buying decisions ofsubscribers.From the finding also, a greater percentage of consumers patronizeGlobacom because their favourite celebrity endorsed it. Based on the findings, the study recommended that Globacom Managers should continue using celebrities for endorsements, especially the celebrities who reflect thereal image of the products they endorse.

scholarly journals Sensory Marketing from the Perspective of a Support Tool for Building Brand Value

2018 ◽  
Vol 15 (1) ◽  
pp. 96-104
Author(s):  
Margareta Nadanyiova ◽  
Jana Kliestikova ◽  
Juraj Kolencik
Keyword(s):  
Research Data ◽  
Marketing Strategies ◽  
Competitive Environment ◽  
Brand Value ◽  
Positive Perception ◽  
Simple Process ◽  
Support Tool ◽  
Brand Building ◽  
Sensory Marketing ◽  
Buying Behaviour

Abstract A brand is one way to distinguish products from each other, while simplifying consumers’ decisions in choosing an appropriate product. Brand building is not just about design but also strategy, which is even more important in the process. The result of brand building is the potential to represent a certain value for the company. However, sustaining and improving a brand’s position in the market is not a simple process in the current competitive environment. Therefore, there is scope for application of new marketing strategies such as sensory marketing. Sensory marketing represents a way for companies to influence consumers’ senses (sight, hearing, smell, touch, taste) and evoke the emotions affecting their buying behaviour and perceptions of the product or brand. The aim of the article is to provide a literature review on the issue from several foreign and domestic authors. It discusses the essence of a brand, brand value, sensory marketing and also analyses its use as a support tool for building brand value in practice through secondary research data. Based on this, in conclusion, the authors highlight the benefits of using sensory marketing for building brand value, including ensuring loyalty of standing customers as well as gaining new ones, building a successful brand and positive perception of the brand and product by users.

Miraaya: the trendy women's wear brand

2014 ◽  
Vol 4 (3) ◽  
pp. 1-12
Author(s):  
Kartik Dave ◽  
Garima Dhamija
Keyword(s):  
Product Innovation ◽  
Brand Management ◽  
Subject Area ◽  
Customer Relationships ◽  
Content Type ◽  
Brand Building ◽  
Online Sales ◽  
Challenges And Opportunities ◽  
Buying Behaviour ◽  
Management Students

Subject area Brand management, marketing management and retail. Study level/applicability This case is applicable to postgraduate business management students. Case overview Mr Rajesh Jain promoted Miraaya chain of stores in the year 2010. Currently, Miraaya is a fast-evolving retail chain selling women's wear, and this case describes Miraaya's journey since its inception and its attempt to build a brand with limited resources and to carve a place for itself amidst growing competition and fast-growing customer awareness. Though Rajesh almost singlehandedly led the brand, the organization has professionals in each function and there has been process orientation – both for front-end functions as well as back-end functions, right from the beginning. In the second year of operation, the revenue grew very rapidly, but in the third year, when faced with the challenge of stagnant revenue, the organization could still increase the profitability. With a focus on product innovation, he and his team have been able to retain the customers' interest, which is at a premium with widespread competition from both organized and unorganized women's apparel retailers. With innovations like salwars in knitted fabric and cropped trousers with elastic waistband, Miraaya remained ahead of the pack. To keep the costs low, Rajesh and his team worked constantly on expanding via franchising and shop-in-shop formats as well as on online sales, thus also increasing the brand awareness. Students might come to the class with an understanding that brand building is done mainly through active communication in the media, while this case would create an opportunity for the students to appreciate that word-of-mouth, online media and building customer relationships via product innovation can be very exciting, affordable and successful media. Expected learning outcomes With the help of this case, students would learn about customer-based brand equity model and its factors. The case would also help to understand the challenges of brand building in retail in a country like India. It also defines the latest buying behaviour of Indian women and their aspirations. Social implications The case illustrates the challenges and opportunities for a retail entrepreneur in an Indian environment. The case is a nice piece of work to showcase how a new retailer should build the brand in a highly competitive market. This case can be a source of inspiration among budding entrepreneurs. Supplementary materials Teaching Notes are available for educators only. Please contact your library to gain login details or email [email protected] to request teaching notes.

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