Article Details

Impact of Celebrity Endorsement on Consumer Brand Preference for Soft Drinks | Original Article

Fareeha Naaz*, Nafees A. Khan, in Journal of Advances and Scholarly Researches in Allied Education | Multidisciplinary Academic Research

ABSTRACT:

In this world where people are so busy that they used to just flip and turn over magazines, newspapers or channels on TV due to their tight working schedules, an advertisement endorsed by celebrity seldom gets unnoticed. Companies used to hire Celebrities for endorsing their brands just to capture consumer attention and so the charm and glamour of celebrity do not go unnoticed. Celebrity Endorsement has turned out to be a prevalent form of advertising not in India but all over the world. Earlier Celebrities restricts themselves to their profession but now a day they have entered this advertising industry. Celebrities are now been endorsing almost everything whether it is a Fast Moving Consumer Goods or it be a Consumer durable item. Celebrity Endorsement is important it has a strong impact on the overall brand. Companies used to hire Celebrities for endorsing their brands just to capture consumer attention and so the charm and glamour of celebrity do not go unnoticed. Now a day, there is always a Celebrity’s face associated with the Soft Drink brand in India as well as in the whole global world. This shows that Celebrities have now become a part and parcel of Soft drink brands. But the need of the hour is to find out whether there is a necessity of associating a Celebrity face with the Soft drink brand or it can survive on its own. Thus, through this paper the author tries to focus light on the perception of Consumers regarding the use of Celebrities in advertisements by targeting their buying behaviour. This paper makes an attempt to find out the impact of Celebrity Endorsement on the buying behaviour of consumer for soft drinks.