celebrity endorsements (consumer perception)
Post on 22-Oct-2014
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CONSUMER PERCEPTION TOWARDS CELEBRITY ENDORSEMENTS. with latest research statistics from adEX media research company.India.TRANSCRIPT
Consumer perception towards Celebrity endorsements
By- Rosh RejendranRahul SharmaShashankSandeep B NSwetha LSiddharth Patil
Who is a celebrity ?
A celebrity is a person who is widely
recognized in a society.
• Actors ( Shahrukh khan, Amitabh Bachchan )• Models ( Malaika Arora, Milind Soman)• Sports athletes (Sachin Tendulkar, Roger Federer ) • Pop Stars (Britney Spears, Lady Gaga)• Businessmen (Mukesh Ambani, Vijay Mallya)• Politicians (Barack Obama)• Fictional celebrities (Ronald McDonald, Fido dido,
Amul Girl)
Celebrities can be…….
What is celebrity endorsement ?
A celebrity endorser is an individual who is known by the public for his or her achievements in areas other
than that of the product class endorsed
Why celebrity?
• Greater believability
• Favorable evaluation of the product.
• Positive purchase intention.
1• Instant brand awareness and recall.
2• Celebrity values define, and refresh the brand image.
3• Celebrities add new dimensions to the brand image
4 • Instant credibility or aspiration PR coverage.
5• Lack of ideas.
6• Convincing clients.
Celebrity endorsement are impelled by virtue of the following motives
Impact of celebrity endorsement on a
brand
S=P* D*AV --the multiplier effect
Where S is a successful brand,
P is an effective product.
D is Distinctive Identity
and AV is Added values.
- the realm of celebrity`s impact is confined to bring in a distinctive identity
and provide AV to the Brand.
Effectiveness depends on the existence of a 'fit‘
Effective match:
Reid & Taylor and Amitabh Bachhan,
Accenture and Tiger Woods
Establishing a Perfect Match
Examples
REEBOK
BIPASHA BASU/ M S DHONI
• FIT
• HEALTHY
• PERFECT BODY
• SPORTS PERSON
PRODUCT
• FOR FITNESS
• FOR HEALTH
CONSCIOUS
• SPORTS SHOE
SONY VAIO
KAREENA
• BEAUTIFUL
• SLIM
• LIGHT WEIGHT
• ZERO FIGURE
• STYLISH
PRODUCT
• SLIM
• LIGHT WEIGHT
• STYLISH
• SLEAK
PEPSI
RANBIR KAPOOR /DEEPIKA
• YOUNG
• STYLISH
• ENERGETIC
• CHOICE OF YOUTH
PRODUCT
• FOR YOUNG
PEOPLE
• ENERGETIC
LUX
KATRINA / ASH
• FAIR
• SOFT SKIN
• BEAUTIFUL
• BEAUTY ICON
PRODUCT
• FAIRNESS SOAP
• FEMALE PRODUCT
Dearth of salesmanAmitabh bacchan is one man brand industry.Nobody has that 6-to-60 universal appeal who can sell anything to India, and to Bharat.
.
Revolutionized the psychological trend of using Cadbury from 5-55 age group.
‘A gift that helps foster relationships’.
Findings
PURCHASE BEHAVIOUR Vs CELEBRITY LIKELINESS
Very Likely
Somewhat Likely
Neither L
ikely nor Unlik
ely
Somewhat Unlik
eley
Very Unlikely
0%
5%
10%
15%
20%
25%
30%
35%
12%
34%
30%
16%
8%
32%
20%
34%
10%
4%
Attractiveness
MalesFemales
Findings• 64% of all the Males chose Expertise (in the product) as their most important variable when purchasing from a celebrity endorse.
• 50% of all the Females placed the greatest amount of emphasis on Attractiveness for their purchase decision.
• Celebrities have always been the easiest way for a product launch and will remain to do so in the near future on the account of their mass appeal
and a world full of star struck loyal fans.
Conclusion
• Celebrities overtime can influence the loyalty and make a person friendlier to a brand.
Conclusion
• Consumers are more willing to purchase products from companies that have perfectly matched the celebrity to the product they are representing.
Conclusion
• Baker, M.,Tagg,S.(2001). Selecting Celebrity Endorsers: The Practitioner’s Perspective. Journal of Advertising and Research. 41. pp. 39-49
• Bush, A., Craig, A., Victoria, D. (2004) Sports Celebrity Influence on Behavioural Intentions of Generation Y. Journal of Advertising Research. 44. pp. 108-118
• Elberse, A.,Verleun, J. (2012). The Economic Value of Celebrity Endorsements. Journal of Advertising Research. June 2012. 146-165.
• Friedman, H., Friedman, L. (2009). Endorser Effectiveness by Product Type. Journal of Advertising, 19, pp 63-71.
• Gaied, A.,Rached, K. (2010). The Persuasive Effectiveness of Famous and Non Famous Endorsers in Advertising. IBIMA Business Review.Volume 2010. pp. 14
• Ponpitakpan, C. (2003) The Effect of Celebrity Endorsers Perceived Credibility on Product Purchase Intention: The Case of Singaporeans. Journal of International Consumer Marketing, 16. pp. 55-74.
References
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