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Asian Journal of Management
Year : 2017, Volume : 8, Issue : 3
First page : ( 925) Last page : ( 929)
Print ISSN : 0976-495X. Online ISSN : 2321-5763.
Article DOI : 10.5958/2321-5763.2017.00142.1

Celebrity advertising and its role to brand equity: A review

Kumar Sandeep1,*, Dr. Patra Sidheswar2,**

1Research Scholar, Uttaranchal University, Arcadia Grant, Chandanwari, Premnagar, Dehradun, Uttarakhand, 248007

2Assistant Professor, Uttaranchal University, Arcadia Grant, Chandanwari, Premnagar, Dehradun, Uttarakhand, 248007

*Corresponding Author E-mail: sandeepthakur2022@gmail.com

** sidheswar@gmail.com

Online published on 22 September, 2017.

Abstract

Celebrity advertising has become more prevalent in the modern era. A celebrity advertising helps to enhance the sales and provides the mutual benefit to both brand and celebrity. This article reviews the determinants of celebrity advertising and its role to brand equity. Using the fame in the advertising is not a wrong thing, but there are various determinants which affect the celebrity advertising. Result endorses that celebrity profession, trust, attractiveness, decent match with the brand, image, and fame is a most useful tool to attract or fascinate the more customers. Furthermore, using the celebrity in advertising is the rich source of the brand awareness, brand image, brand loyalty, etc. which leads to the high brand equity. Hence the celebrity advertising is a powerful mechanism to influence the customers’ lifestyle or build the brand equity.

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Keywords

Brand Equity, Celebrity Adverting, Determinants, Consumer.

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