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Impact of Celebrity Endorsement on
Consumer Buying Behaviour and Brand
Building
Posted: 5 Aug 2008
Dinesh Kumar Gupta
Ph.D., Haryana School of Business, GJU S & T, HISAR
Date Written: January 1, 2007
Abstract
The field of consumer behavior is the study of individuals, groups or organizations and the
processes they use to select, secure, use and dispose of product, services, experiences, or ideas to
satisfy needs and impacts that these processes have on the consumer and society. And
understanding the consumer behavior is the prime and toughest task in front of every marketer.
There are a lot of factors, which influence consumer buyer behavior. This study aimed at to
understand the "influence of celebrity endorsee on consumer buying behavior and marketing."
Marketers pay millions of dollars to celebrity endorsee hoping that the stars will bring their
magic to brand they endorse and make them more appealing and successful. But all celebrity
glitter is not gold.
Celebrity sources may enhance attitude change for a variety of reasons. They may attract more
attention to the advertisement than would non-celebrities or in many cases, they may be viewed
as more credible than non-celebrities. Third, consumers may identify with or desire to emulate
the celebrity. Finally, consumer may associate known characteristics of the celebrity with
attributes of the product that coincide with their own needs or desire.
The effectiveness of using a celebrity to endorse a firm's product can generally be improved by
matching the image of the celebrity with the personality of the product and the actual or desired
serf concept of the target market.
What therefore seems relevant by the study is that, yes, definitely celebrity endorsee influence
consumer buying behavior and brand building but while using celebrity endorsee, marketer has
to take care of all the aspect that whether the brought personality and image of celebrity matches
or not, whether celebrity endorsee has deep penetration among the masses or not, whether he is
considered as credible source or not etc.
Keywords: impact, celebrity endorsement, endorser, consumer bying behaviour, brand building,
product, advertisement
Suggested Citation: Suggested Citation
Gupta, Dinesh Kumar, Impact of Celebrity Endorsement on Consumer Buying Behaviour and
Brand Building (January 1, 2007). Available at SSRN: https://ssrn.com/abstract=1203322 or
http://dx.doi.org/10.2139/ssrn.1203322
Dinesh Kumar Gupta (Contact Author)
Ph.D., Haryana School of Business, GJU S & T, HISAR ( email )
hisar, haryana 125001
India
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