Celebrity Endorsement: An Effective Marketing Tool
Published: 2013
Author(s) Name: Amishi Arora, Khushbu Sahu |
Author(s) Affiliation:
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Abstract
In this modern world every businessman wants to be
in the top position in his sector and become the
number one company. For achieving this goal they
make their product more colorful and noticeable by
the help of attractive advertisements. But it is not
necessary that audience notice all the commercials
on magazines, newspaper or viewing TV. Marketers
are very well aware about the nature of their
consumer and came with a strategy of catching more
and more attention. This strategy is known as
Celebrity endorsement. Thus, celebrity endorsement
in advertisement and its impact has great importance.
In this study researcher mainly concentrates on effect
of Celebrity Endorsement on brand image, brand
awareness and product sales.
Keywords: Celebrity endorsement, Brand Image, Product Promotion, Brand and Advertising
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