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ZENITH International Journal of Business Economics & Management Research
Year : 2012, Volume : 2, Issue : 5
First page : ( 203) Last page : ( 209)
Online ISSN : 2249-8826.

Effectiveness of celebrity endorsement in brand recall and brand recognition

Sridevi J.

Research Scholar, Manonmaniam Sundranar University, Tirunelveli.

Assistant Professor, Dr. M.G.R. University, Maduravoyal, Chennai, Tamilnadu.

Abstract

Day by day consumers are exposed to thousands of voices and images in magazines, newspapers, websites, radio and television. Every brand attempts to steal at least a fraction of a person’s time to inform him or her of the wonderful and different attributes of the product at hand. Thus, celebrity endorsement in advertisement and its impact on the overall brand is of great significance. In this process, the companies employ celebrities from a particular field to feature in its advertisement campaigns. The promotional features and images of the product are exactly matched with the celebrity image, which tends to persuade a consumer to fix up his choice from a range of brands. Companies invest large sums of money to align their brands and themselves with endorsers. Such endorsers are seen as dynamic with both attractive and pleasant qualities and companies plan that these qualities are transferred to products via macro activities. Furthermore, because of their reputation, celebrities serve not only to create and maintain attention but also to achieve high recall rates for messages in today’s highly cluttered environments. The consumer tries to consume a brand which has the maximum fit with his/her own personality/image. The celebrity endorser fits in between these two interactions, where he tries to bring the image of the product closer to the expectation of the consumer.

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Keywords

Brand, Celebrity endorser, Consumer, Celebrity Image, High recall.

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