A Study on Consumer Perception for Celebrity Advertisement on FMCG.
The celebrities have the capacity to attract the attention of the audience and thereby indirectly influence the customers to enhance the sale of a product. It is a powerful communication force and a vital marketing tool helping to create awareness. The star appeal however needs to be perfectly blen...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Africa Development and Resources Research Institute (ADRRI)
2014-12-01
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| Series: | Journal of Arts and Social Sciences |
| Online Access: | https://journals.adrri.org/index.php/adrrijass/article/view/106 |
| Summary: | The celebrities have the capacity to attract the attention of the audience and thereby indirectly influence
the customers to enhance the sale of a product. It is a powerful communication force and a vital
marketing tool helping to create awareness. The star appeal however needs to be perfectly blended
intelligently and strategically to reap the benefits and make brands. The cause and effect relationship
between celebrity endorsement and brand loyalty is analyzed. The aim of the study is to assess
consumer’s perception regarding to use celebrity endorsement in advertisements. The Indians idolize
their favorite actors and cricketers. The sample size is 200 were collected from male and female attitude
towards celebrity advertisement. The celebrity advertisement could be more effective provided it is
featured in television media that too in musical channel. The result of the study leads to the conclusion
that the perception towards celebrities is positive.
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| ISSN: | 2343-6891 |