Celebrity endorsement (CE) in advertisement 2.1: INTRODUCTION:
Khatri (2006) stated that the latest promotion technique to attract the buyers is the celebrity endorsement. By examining the present market, now it's turned into the want of the advertisers to utilize the different celebrities to relate with their brands to make extraordinary identity of the brand and to do well known his organization's image or product, which results into high expenses use for the organization to utilize that technique, however these days it is utilized to be a successful and significant strategic tool to maximize the profit. It additionally demonstrates the risk or this can convey a chance, in light of the fact that there is no sureness that the celebrity …show more content…
. Khatri (2006) agreed that the latest promotion strategy to attract the buyers is the celebrity endorsement. McCracken (1989) stated that celebrity endorses characterized an effectives way of transferring meaning to brands. The common conviction of the marketers is that there is a significant and huge impact of those advertisements, which are endorsed by the famous celebrities comparably with the non-endorsed …show more content…
In this study report university students were targeted because their buying behavior shows many patterns. Like what buyers think about the CE, whether it helps to recall the brand, improves the image of product, buying routine of university students, influence of credibility of celebrity persuading to buy a particular product. It will elaborate the causes and effects of credibility of celebrity endorser to viewers to purchase a product and later to analyze the influencing variable to this relationship. Questionnaires were distributed to 110 students and were selected for study on volunteer basis. Respondents were from different fields of study so that we could have more generalized response than from business graduates only. Respondents were selected on the basis that if they use any telecom mobile phone
Khatri (2006) stated that the latest promotion technique to attract the buyers is the celebrity endorsement. By examining the present market, now it's turned into the want of the advertisers to utilize the different celebrities to relate with their brands to make extraordinary identity of the brand and to do well known his organization's image or product, which results into high expenses use for the organization to utilize that technique, however these days it is utilized to be a successful and significant strategic tool to maximize the profit. It additionally demonstrates the risk or this can convey a chance, in light of the fact that there is no sureness that the celebrity …show more content…
. Khatri (2006) agreed that the latest promotion strategy to attract the buyers is the celebrity endorsement. McCracken (1989) stated that celebrity endorses characterized an effectives way of transferring meaning to brands. The common conviction of the marketers is that there is a significant and huge impact of those advertisements, which are endorsed by the famous celebrities comparably with the non-endorsed …show more content…
In this study report university students were targeted because their buying behavior shows many patterns. Like what buyers think about the CE, whether it helps to recall the brand, improves the image of product, buying routine of university students, influence of credibility of celebrity persuading to buy a particular product. It will elaborate the causes and effects of credibility of celebrity endorser to viewers to purchase a product and later to analyze the influencing variable to this relationship. Questionnaires were distributed to 110 students and were selected for study on volunteer basis. Respondents were from different fields of study so that we could have more generalized response than from business graduates only. Respondents were selected on the basis that if they use any telecom mobile phone