Impact of celebrity endorsements on brand promotion
RESEARCH PROPOSAL
“ THE IMPACT OF CELEBRITY ENDORSEMENTS ON BRAND PROMOTION “
INDEX
1. Introduction
2. Objective
3. Hypothesis
4. Literature Review
5. Framework
6. Methodology
( questionnaires )
7. Limitation
8. Timeline
9. Reference
Introduction
Brands often use celebrities to get an impact, make an image of a product or a brand and to promote their product, because they are seen by the public as credible source of information about the product or a company. Since people aspire to these values and lifestyles of the celebrities, consumers selectively integrate the perceived values and behavior of celebrities they admire, to build and communicate their own. Therefore, Celebrity endorsement is a relevant strategy used by the marketers nowadays for the product. India is a country where people love to live in dreams. They worship celebrities which might be cricket stars like Sachin Tendulkar, Mahinder Singh Dhoni or Film Stars like Shah Rukh Khan or John Abrahim. They treat them as God. Marketers use this very preposition so as to influence their target customers already existing or the new potential ones. For this they rope in these celebrities. They believe that by doing this they can associate their products with their target customers. This is called celebrity endorsement and this marketing tool is very popular way for brand promotion. However, in the modern times, with the life becoming fast and people being more and more busy with their careers and spending less and less time on watching TV or reading newspapers or magzines they seem to not notice a celebrity endorsing a product or brand because of which, this method of advertising has proven to be a failure in creating promotion towards a product or a brand itself.
“ Advertising reflects the mores of society, but it does not influence them “ -David Ogilvy
David Ogilvy’s statement fits aptly with the current society’s
“ THE IMPACT OF CELEBRITY ENDORSEMENTS ON BRAND PROMOTION “
INDEX
1. Introduction
2. Objective
3. Hypothesis
4. Literature Review
5. Framework
6. Methodology
( questionnaires )
7. Limitation
8. Timeline
9. Reference
Introduction
Brands often use celebrities to get an impact, make an image of a product or a brand and to promote their product, because they are seen by the public as credible source of information about the product or a company. Since people aspire to these values and lifestyles of the celebrities, consumers selectively integrate the perceived values and behavior of celebrities they admire, to build and communicate their own. Therefore, Celebrity endorsement is a relevant strategy used by the marketers nowadays for the product. India is a country where people love to live in dreams. They worship celebrities which might be cricket stars like Sachin Tendulkar, Mahinder Singh Dhoni or Film Stars like Shah Rukh Khan or John Abrahim. They treat them as God. Marketers use this very preposition so as to influence their target customers already existing or the new potential ones. For this they rope in these celebrities. They believe that by doing this they can associate their products with their target customers. This is called celebrity endorsement and this marketing tool is very popular way for brand promotion. However, in the modern times, with the life becoming fast and people being more and more busy with their careers and spending less and less time on watching TV or reading newspapers or magzines they seem to not notice a celebrity endorsing a product or brand because of which, this method of advertising has proven to be a failure in creating promotion towards a product or a brand itself.
“ Advertising reflects the mores of society, but it does not influence them “ -David Ogilvy
David Ogilvy’s statement fits aptly with the current society’s