Premium Essay

Clebrity Endorsement

In: Other Topics

Submitted By thedavischai
Words 3557
Pages 15
Impact of Advertising on Consumers’ buying behavior through Persuasiveness, Brand Image, and Celebrity endorsement

Shumaila Ahmed and Ayesha Ashfaq

ABSTRACT
The present research paper is focusing on the impact of advertising on consumer’s buying behaviors. Brand image, persuasiveness and celebrity endorsement in the advertising are the key factors, which raise the consumers’ intentions towards the product and buying behaviors. The buying behavior is strongly influenced by image of the product which is build by the advertisers. The primary data of the study is collected through questionnaires and secondary data was collected through internet, journals and business magazines. This survey study was conducted in January, 2013. A sample of 120 respondents was taken, out of which 50 were in government or semi-government services, while 30 were taken from business class and the rest 40 were private employees. The study explores that a creative and well executed advertisement has always a great impact on the buying trends or purchasing behaviors of the consumers. At the same time quality of the product and price are also included with their strong impact on buying behavior of consumer. Likewise to some extent the celebrity endorsement also matters in the buying behavior. Therefore the study concludes that the positive impact of all these factors, on the buying behavior of the consumer proves the loyalty of consumer towards brand which helps in promotion of the advertised product and changes the buying behavior towards buying intentions.

Key Words: Advertising, brand image, persuasiveness, c

Introduction
Advertising is a form of communication which is used to persuade a specific group of people to take some new action. Advertising is considered as a major and important element for the economic growth of the marketers and different...

Similar Documents

Premium Essay

Ad Agency

...techniques as their marketing strategy. Advertising is one of the important components of the communication mix through which companies convey their offerings to present and potential customers and general public as well. Using/or Not Using a Celebrity to Promote the Product The practice of using celebrity endorsement of a product by advertisement agencies to increase a product’s sales is rampant in almost every society in the world. It seems like every commercial has some celebrity confessing how a medication saved his life, or how she could not live without a certain type of shampoo. Advertisers have coined this practice as the source attractiveness model, which according to H.C. Kelman is that how a celebrity looks, “affects the effectiveness of persuasive communication through identification, which occurs when information from an attractive source is accepted as a result of desire to identify with such endorsers,” which implies that the consumer/audience is subconsciously drawn to a product simply because she saw the product make Cameron Diaz’s hair shine, or he saw that a certain machine made Brad Pitt’s abs rock hard. Advertisers have been using this tactic of celebrity endorsement to persuade the audience to buy their products,...

Words: 1368 - Pages: 6

Free Essay

Celebrity Endorsements

...Celebrity endorsement, this is when a Brand uses a celebrity to help sell there product, service or charity. This may be in adverts, creating a line, or in the case of charity attending different events, fundraising or being a face of a charity. There are both advantages and disadvantages of using celebrity endorsements, for many brands it is about them being noticed, and catching the attention of there market and many brands think that by using a celebrity known in society it will help entice the consumers in. One of the main points that have become noticeable is the way different genders see an advert and the gender of the celebrity in the advert. “There is some evidence that women may be more favorably disposed toward celebrity endorsers than men.” Lake, Reece, Rifon, (2010 page p30-32) Lake et al (2010) showed in their study that men look at the more noticeable aspects of the advert where as the women look at it in a broader view and pick up different cues. In one study done by (Peetz, Park and Spencer, 2004) the results showed that male athletes were known 4 times greater than women athletes are known, this may prove that for Brands advertising sportswear they may be more inclined to use a male campaigner. Although (Ohainian, 1991) stated in her study that gender it was not an issue, it was the perceptions of the celebrity’s attractiveness, trustworthiness or expertise. In recent years though some of the sporting celebrity’s have been putting their brands under......

Words: 916 - Pages: 4

Free Essay

Media and Sport

...what they eat and wear what they wear. With this kind of influence on thousands of people caution needs to be taken when deciding the brands and messages one can endorse. A case study completed by youth in India provides proof of the influence Sporting Stars can have on our youth. About 14.1% of the children tested admitted to purchase products that appear in ads endorsed by their sporting heroes while 51.6% youngsters say that they make the purchase however, not always. 20.4 % say that they never buy products that appear in ads. Another 13% say that they do not want to comment on this topic. In conclusion the truth is stated discussing “The interesting part is that youth are the targeted consumers of celebrity endorsements. Hence Media privilege celebrity endorsement over unendorsed ads in order to make their product much more popular and valuable in the domestic and international market” (Prakash, J &Shamala R, 2014). Another case study was undertaken in...

Words: 1428 - Pages: 6

Free Essay

Effect of Celebrity Endorsement

...Project Report on Impact of celebrity Endorsement on Consumer Buying Behavior Subject: Consumer Behavior Submitted to: Prof. Kunal Mankodi 2013 Amrut Mody School of Management 10/5/2013 Submitted By: Shivam Bhatt: A 02 Maitree Patel B 35 Krupa Raval B 44 Pramoda Tadvi B 66 Table of Contents Problem Statement: 3 Objectives: 3 Research Design: 4 Qualitative Research Analysis 5 Conclusion 11 Problem Statement: To study whether the celebrity endorsements carry any direct or indirect effect on the purchasing behaviour of the consumer. Objectives: * To identify how is celebrity endorsed advertisement perceived. * To explore customer perception towards Brand Ambassadors promoting specific product or services. * To find which type of celebrity persona is more effective. * To study the reliability of companies on brand ambassadors for enhancing the sale of their products. * To identify whether the celebrity endorsement actually leads to purchasing. Research Design: Research Design consists of the methodology and procedures used to conduct a particular research. On the basis of the data collected and objectives stated, we need to do exploratory research. Exploratory Research: Exploratory research is conducted for a problem that has not been clearly defined. Here in this project, we are trying to find the impact of the celebrity endorsement; this is the problem statement which tries to gain insights about the......

Words: 2084 - Pages: 9

Free Essay

Sports Marketing

...players’ careers (outside their sports activities)? Establishing a brand is key in any athletes career, in the case of Maria Sharapova she had ‘team sharapova’ that helped her build her brand. Like in Sharapova’s talent and winning are at the forefront of it all, without it it is impossible to build a power brand. Maria had all the talent in the world and winning the 2004 Wimbledon she exploded as tennis superstar on the court but also off the court as Max Eisenbud said “my phone did not stop ringing”. An athlete takes that winning image and sales it to corporations as the perfect person to the face of their brand. Athletes apart from their winning on the court, they have endorsements, licensing deals and merchandising the players earn huge amounts of money in the business of sports. Every endorsement is carefully chosen to fit and build an athlete’s power brand and that image that is built is what companies invest on when they sign an athlete to sale their brand. 3. The case spends several pages on the Tennis sector of Sports. Summarize in a few paragraphs the key elements of Tennis industry. 4. What part did Max Eisenbud play in the development of Maria’s career? Max Eisenbud played an enormous part in...

Words: 935 - Pages: 4

Free Essay

212 Introduction

...CHAPTER I INTRODUCTION Mass media has been around us for all our humanity and constantly evolving through time. From the early poets and writers of the civilizations as early as 3000 A.D., who were adored by their kings and superiors for their succulent plays and gratifying dramas, to the first print of the newspaper who reached its audience in a massive way. And as we, humans, evolve, so does technology. From listening to the voices coming out of these transmitting devices called radios that were invented in the 1894 by Guglielmo Marconi, to the invention of television that gives you a front-eye view on this great audio-visual experience. During the 1950s, black and white television became a part of American household. What was earlier in the paper can now be seen and heard at the same time. And in between the late twentieth and early twenty-first century, came the Internet. It reached its mass audience in a global scale. Connecting people from around the world, this has been the most effective way of communicating and sending a message to the people. And mass media led companies and alike to have a new way of reaching their prospects and consumers through advertisements. Advertisements of products on radio, television, billboards and others alike have been around for more than 300 years. And as we fast forward in time, it has evolved from simple and in-your-face commercials to the lavish and extravagant advertisements seen and heard by us. And other companies let the...

Words: 1247 - Pages: 5

Premium Essay

Health Promotion

...objective of the health promotion replica is to endorse a intellect of well-being, not just the lack of disease. Health Promotion Rationale Nurses have a key position in changing the health care structure from a customary illness and cure sculpts to a health endorsement and disease anticipation sculpts. The reason of health avoidance sculpt referred to the literature as a key health center sculpt, is to advance residents health and wellness thus improving excellence of life. Tasks & Duties Nurses are a major part of health endorsement as they have a additional direct contact with the patients as well as the society. Other than generating consciousness during health endorsements nurses are able to put into practice their theory obtained in class such that they enlarge their capability. Their aim is to endorse, reinstate and uphold the health of people and the community. Execution Methods The fundamentals and viewpoints for health cannot be guaranteed by the health sector itself. People in every pace of life are engaged as individuals, families and communities. Nurses have a chief accountability to mediate between diverse interests in society for the quest of health. Health endorsement strategies and programmes should be made to order by the nurses to the local wants and possibilities of the individual taking into relation social, cultural and economic structures. Following are the few techniques to execute health promotion that includes......

Words: 272 - Pages: 2

Free Essay

Nike Synopsis

...Shortly after signing a four year, 45 million endorsement deal in June 2003, Kobe Bryant was accused of criminal sexual assault. Kobe Bryant was eventually cleared of all charges, but the stained on his image would remain on the minds of many. Nike had to decide whether or not to continue their contract with Kobe Bryant. Unlike many of the other companies whom had contracts with Kobe Bryant, Nike decided uphold their current contract while Bryant was in the midst of all of his legal troubles. In the article titled, “Nike relaunches Kobe Bryant after two years of prep work”, it discusses how Nike handled the situation and how they are trying to slowing make Bryant marketable once again. Until Kobe Bryant was cleared of all charges, Nike decided to endorse other athletes in place of Kobe in the public but kept Kobe’s name alive with the underground crowd. Nike had a strong, favorable response from the fans. The underground crowd interest in Kobe was remarkable and this plan kept Kobe’s name in the minds of fans. Nike had to strategize and work diligently to bring Bryant’s name back to the public. After waiting two years Nike decided it was time to reintroduce Kobe’s shoe line back to the mainstream stores. Many of the fans were excited but Nike did face some resistance from other critics. So to better understand how the public would respond, Nike decided to release some of Bryant’s shoes independently. The response Nike received from the public would assist them to know......

Words: 367 - Pages: 2

Premium Essay

Basketball Athletes: Its Effects to the Basketball Fanatics

...The Positive Effects of Basketball Athletes Endorsements by Aristotle Philip Rodriguez Villar October 2015 Chapter 1 The Problem and Its Background Introduction; The use of athletes in advertising campaigns is an ever growing trend. Marketers look for ways to have their products stand out from competing brands. While athletes have been found to endorse both high and low status products, measuring consumers’ attitudes and purchase intentions of these products endorsed by the athletes is important to the success of the product in the marketplace. The success of these endorsed products in the marketplace may also come from star power, which is characterized as unique characteristics possessed by the individual that makes them star worthy.The researcher is familiar with his chosen topic because since he was a little kid he has been a huge fan of basketball and the researcher watched how the basketball industry market and sell their names. He has been updated every releases such as their equipment and other stuff. The researcher preferred this topic because the basketball industry merchandisebecomes one of his collections since he was fond of playing basketball. The researcher findtheir selling items very easy, comfortable, versatile and fashionable to use. For example, a Nike LeBron 12 is very useful in his basketball games and also in fashion sense it is very appealing. One of the most effective and positive associates by transferring different qualities to the product...

Words: 4729 - Pages: 19