A STUDY ON CONSUMER ATTITUDE PERCEPTION ABOUT CELEBRITY ENDORSEMENT (original) (raw)

Celebrity endorsement is a form of advertising campaign which involves well known persons using their name to help promote a product or service. Celebrity endorsement has been extensively used in present era despite of risk and cost involved with this technique of advertising. In India, celebrities are idolized as Gods and marketers have been trying their best to tap on this emotional connect of the people with the celebrities. Today, most of the popular brands are being endorsed by a famous personality either from film industry or sports arena. After reviewing the literature which gives significant inside for this research the study attempts to identify the perception and attitude of consumer towards celebrity endorsement and its effectiveness. For these purpose 100 college students of different discipline are selected and questionnaire was used to collected data. The main findings are Celebrity endorsement is the most important strategy for brand building. The positive score of semantic differential scale suggest that the respondents have positive attitude about celebrity endorsement and as far as effectiveness of celebrity endorsement is concern, 53% respondents said that celebrity endorsement is likely to influence their purchase intention, more Bollywood stars endorser are more effective than sports stars and female endorsers are more effective that male stars endorsers. The respondent perception about endorsed product quality is good (36% of total respondents) and product quality is average (55% of total respondents).

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