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Impact of Celebrity Endorsement on Children through TV Advertisements

International Journal of Marketing and Business Communication

Volume 2 Issue 2

Published: 2013
Author(s) Name: Vikas Saraf | Author(s) Affiliation: Professor & Director, Vidyasagar Institute of Management, Bhopal, M.P., India
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Abstract

This study is done by researcher to examine the impact of endorsement on children buying behaviour belonging to different segments of the society, including the urban and rural, through TV advertisements creates identification, credibility or attractiveness. TV advertising, including celebrity endorsement, plays a dominant role in shaping children’s product preference. Indeed, TV advertising first catch the attention of the children, then create interest in the mind of children about the product seen through the advertisement, then develop a desire to have that product, then children acquire the product by buying it or forcing their parents to buy it. The impact of celebrity endorsement in TV advertisements, level of children understanding of TV ads and making purchase requests for advertised products will be measured through this study. Efforts have been made to determine the effectiveness of various endorsing celebrities in making child believe in product attributes and influencing his/her purchase requests. This also seeks to ascertain why certain celebrities are more popular with the children from different age-groups and sex, both in urban and rural area of Madhya Pradesh. The study seeks to identify the influence of all these enhancement appeals on children’s purchase consideration.

Keywords: Celebrity Endorsement, Buying Behaviour, T.V. Advertisements.

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