Celebrity Endorsements: Influence and Effectiveness on consumers’ purchase intentions.

Devidasani, Neha (2010) Celebrity Endorsements: Influence and Effectiveness on consumers’ purchase intentions. [Dissertation (University of Nottingham only)] (Unpublished)

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Abstract

In today’s world, celebrity endorsements have become one of the most popular marketing techniques that advertisers opt for. Consumers today are fascinated and mesmerized by celebrities. Advertisers take advantage of this fascination and rope in celebrities such as movie stars, singers, athletes etc in endorsing their brand or product in order to influence the purchase decisions of consumers.

Although celebrity endorsements have become a highly used advertising technique these days, advertisers are still unsure if this marketing method is a successful and profitable strategy. Advertisers mainly make use of the fame, status, public image and glamour of the celebrity in the advertisements to attract consumers towards the brand or product. However, this technique could even act as a disadvantage to the advertising company if the celebrity endorser generates negative publicity in the society.

This study aims at finding out the different factors that influence the consumers purchase intentions towards celebrity endorsed brands and products. This study has been carried out with the help of secondary research and primary research. Secondary research has been done using previous academic records mentioning the different theories, models and existing literature related to the subject area. Primary research has been conducted using questionnaires and interviews and has been discussed and analysed using charts and graphs.

Celebrity endorsements have been becoming popular and well-accepted by consumers day by day. The primary research conducted for this study proves that celebrity endorsements is a successful marketing technique as it does influence consumers purchase decisions to a large extent if there is a rational link between the celebrity endorser and the product being endorsed. However this method can be completely successful and effective only if the advertisers consider the risks that go hand in hand with celebrity endorsements such as multiple product endorsement, overexposure and negative publicity of the celebrity.

Item Type: Dissertation (University of Nottingham only)
Depositing User: EP, Services
Date Deposited: 20 Jan 2011 11:50
Last Modified: 16 Sep 2016 01:12
URI: http://eprints.nottingham.ac.uk/id/eprint/24076

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