Influence of Celebrity Endorsement on Brand Image of Grooming Products

12 Pages Posted: 17 May 2017

See all articles by Ligo Koshy

Ligo Koshy

Mar Athanasios College for Advanced Studies Tiruvalla (MACFAST)

S Manohar

Bharathiar University - Bharathiar School of Management and Entrepreneur Development

Date Written: May 17, 2017

Abstract

Celebrity endorsement has been established as one of the most popular tools of advertising in recent time. It has become a trend and perceived as a winning formula for product marketing and to build a brand image. Marketers pay millions of dollars to celebrity endorsee hoping that the stars will bring their magic to brand they endorse and make them more appealing and successful. But all celebrity glitter is not gold. The effectiveness of using a celebrity to endorse a firm's product can generally be improved by matching the image of the celebrity with the personality of the product. What therefore seems relevant by the study is that, yes, definitely celebrity endorsee has both positive and negative impact on brand image but while using celebrity endorsee, marketer has to take care of all the aspect that whether the brought personality and image of celebrity matches or not, whether he is considered as credible source or not etc Major findings of the study were, it is found that the both the male and female vary in their favorable attitude towards celebrity endorsement, there is no significant difference among the gender in their opinion towards the negative impact of the celebrity endorsement, both the male and female differ in their attitudes against advertisements, In spite of the fact that celebrity endorsements create brand awareness, gender differ in their opinion that the celebrity overshadows the brand.

Keywords: Impact, Celebrity Endorsement, Endorser, Controversy Risk, Favourable Attitude, Brand Image

JEL Classification: M31

Suggested Citation

Koshy, Ligo and Manohar, S, Influence of Celebrity Endorsement on Brand Image of Grooming Products (May 17, 2017). Available at SSRN: https://ssrn.com/abstract=2969781 or http://dx.doi.org/10.2139/ssrn.2969781

Ligo Koshy (Contact Author)

Mar Athanasios College for Advanced Studies Tiruvalla (MACFAST) ( email )

Associate Professor, Department of Management Stud
Associate Professor, Department of Management Stud
Kerala, KS
India

S Manohar

Bharathiar University - Bharathiar School of Management and Entrepreneur Development ( email )

Coimbatore, Tamil Nadu 641 046
India

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