Effect of Celebrity Endorsement in Ads Towards Consumer

8/18/2019 Effect of Celebrity Endorsement in Ads Towards Consumer

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Celebrity endorsement &persuasion 1

Celebrity endorsement & persuasion

EFFECT OF CELEBRITY ENDORSEMENT ON CONSMER!S

"ERS#SION

# study on mobile p$one users o% underraduate students o% "es$a'ar

Mian Ir%an (a%ar

BB# )#*

Institute o% Manaement S+ien+es "es$a'ar


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A Research Proposal on

EFFECT OF CELEBRITY ENDORSEMENT ON CONSMER!S "ERS#SION

# study on mobile p$one users o% underraduate students o% "es$a'ar

Introduction:

In the marketing setting, the term consumer alludes to the

demonstration of procurement itself, as well as to examples of total

purchasing which incorporate pre-buy and post-buy exercises (oon, 2!!"#$

%re-buy moement may comprise of the deeloping familiarity with a need or

need, and a 'uest for and assessment of data about the items and brands

that may fulll it$ %ost-buy actions comprise the assessment of the

purchased item in custom and the decrease of any anxiety which escorts the

ac'uisition of laish and rarely-bought things ()elayutham, 2!!!#$

*he ob+ecties of adertising are arious, they aries from making

mindfulness for another item to inuencing rehashed buys (auga, 2!1!#$

*he persuasion literature has a long tradition of studying the impacts of

motiational elements, for example, contribution, needs, and alues on

assessment of messages (oon, 2!!"#$ Conferring to the socioemotional

selectiity theory old age people are more inspired by ob+ecties aimed at

getting passionate importance from life with respect to ob+ecties that

expand future readiness$ *he memory and inuence written works propose

that indiiduals will probably recall and to be persuaded by messages that


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Celebrity endorsement &persuasion .

are more ob+ectie applicable (/edden, 2!!"#$ Consumer behaior has been

consistently of excessie interest to the adertisers$ *he knowledge of

purchaser conduct assists the adertiser with understanding how buyers

think, feel and select from options like items, brands and so forth and how

the buyers are a0ected by their surroundings, the reference gatherings,

family, and salespersons etc$ (rosekhan, 2!!!#$ *he act of utiliing famous

people as a part of commercials to eleate items goes back to more than a

hundred years and proceeds till date (3oy, 2!!4#$ 5 few studies hae

discoered that as much as 2" 6 of the aggregate notices disclosed use big

name supports$ 5 reason of utiliing a big name is his7her wide

acknowledgment which a0ects the alidity of the product endorsed (8oorthi,

2!!4#$

*here are two methods or roots to a consumer persuasion, a central

route and a peripheral route (%etty, 149.#$ 5 next group of theoretical

methods to persuasion stresses a more peripheral path to attitude change$

5ttitude changes that follow ia the peripheral route do not happens because

an indiidual has personally measured the pros and cons of the matter, but

because the attitude issue or ob+ect is connected with positie or negatie

cues or because the person makes a modest inference about the adantages

of the encouraged position based on arious simple cues in the urging

context (:chumann, 149.#$


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Celebrity endorsement &persuasion ;

Celebrity endorsement has been practiced for many years$ 5lready in

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Celebrity endorsement &persuasion "

To study t$e e%%e+t o% +elebrity endorsement to'ards +onsumer!s persuasion2

Research Objectives:

T$e main ob6e+ti3es o% t$is study 'ill be to see t$at i% +elebrity $as an e%%e+t on +onsumer!s

persuasion

Proposed Research Hypothesis:

7/8 Celebrity endorsement in ads $as a positi3e e%%e+t on +onsumer!s persuasion

Model Frameor! to be used:

T$e term +elebrity is related to persons '$o are reularly in t$e publi+ eye and normally

$a3e a $i$ pro%ile in sports. s$o'bi9. and businesses amon ot$ers2 T$ey are used to appro3e

%a+ilities. produ+ts. ideas or orani9ations )(ipora$. 45/:*

Celebrities are indi3iduals '$o relis$ +ommunal re+onition by a lare s$are o% a de%inite roup

o% persons );oulyana. 4551*2 T$ey are t$e most persuasi3e i+ons t$ose people respe+t and are

%as+inated to'ards2 T$e 'ord Celebrity re%ers to an indi3idual '$o is re+oni9ed to t$e

+ommunity )artist. sports %iure. per%ormer. et+2* %or $is or $er attainments in areas ot$er t$an

t$at o% t$e produ+t +lass endorsed )Dimed. 4551*2

#++ordin to M+Cra+-en )/0


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Celebrity endorsement &persuasion A

& S$an-lin. /00:*2 #s M+Cra-an. +onsumers buyin be$a3ior is reatly a%%e+ted by 'ell>-no'n

persons2 7e also stated t$at +elebrity endorsements ad3ertisin $as been re+oni9ed as a

per3asi3e %eature o% ma6or mar-etin2

"ariables to be studied:

Independent variable:

#elebrity $ndorsement:

#++ordin to Dimed & ;oulyana. )4551* +elebrities are t$ose persons '$o en6oys

audien+e re+onition by a lare roup o% +ertain people '$o $a3e di%%erent %eatures su+$

attra+ti3eness and trust'ort$iness2 # +elebrity endorsement is '$en a %amous person uses t$eir

notoriety to $elp sell a produ+t or ser3i+e )Carlson. /00:*2 Celebrity Endorsements is a billion

dollar industry in today?s era2 2 Mar-eters spend $ue amount o% money on +elebrity

endorsement +ontra+ts annually2 It s$o's t$at +elebrities play an important role in t$e ad3ertisin

industry2 Celebrity Endorsement is a met$od to et t$e brand obser3ed amidst t$e uren+y t$at is

t$ere in t$e mar-etpla+e )Mberia. 45/:*2 Celebrity!s ali-e %ilm stars and +ri+-eters $a3e not only

been e%%e+ti3e in +olle+tin 3ast publi+ de3otion. but also in +umulatin sales +apa+ity2 Celebrity

Endorsements a+t as a reliable means o% @+as$ burninA2 T$is is be+ause t$is is a 'orld o% oods

%or '$i+$ t$e 'ort$ a buyer obtains %rom a+uirin any i3en 3ariety ),$atri. 455*2

T$e notion o% +elebrity endorsement $as its basis in "sy+$oloy2 S+$olars in psy+$oloy

$a3e +ompre$ensi3ely studied t$e +ommuni+ator>messae>re+ei3er asso+iation and its sub

matters su+$ as t$e impression o% +ommuni+atorsour+e aptitudes on ma-in t$e messae

reliable. e%%e+ts o% t$e +ommuni+ator in approa+$ +$ane o% t$e re+ei3er. +ommuni+ator messae

mat+$ et+2 )Roy. 4550*2 In t$is ae o% stron ri3alry. '$ere sei9in a pla+e in t$e +onsumers

mind spa+e is 3ery $ard. +elebrity endorsements i3e an additional ad3antae to t$e +ompanies


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Celebrity endorsement &persuasion <

%or $oldin t$e spe+tators attention )(a%ar. 45/* Celebrities +an +ataly9e produ+t a++eptan+e

and o%%er t$e $ue dri3e t$at brands need by endorsin t$e in$erent 'ort$ to t$e brand )Ra%iue.

45/*2 Endorsement is a +onduit o% brand +ommuni+ation in '$i+$ a +elebrity a+ts as t$e brand!s

representati3e and 3eri%ies t$e brand!s assertion and position by en+ompassin $is$er

personality. reputation. p$ysiue in t$e publi+ or eGpertise in t$e %ield to t$e brand )Mu-$er6ee.

4550*2 E3ery day buyers are eGposed to t$ousands o% ad3ertisements and t$is 'ill obstru+t

+ompanies to +reate an inimitable position and obtain attention %rom buyers2 sin personalities

+an $elp +ompanies to enerate distin+ti3e ad3ertisements and pro3o-e a positi3e result on t$e

attitude and sales ob6e+ti3e to'ards t$e brand )#a-er. /00H*2

%ependent variable

#onsumer Persuasion:

#s stated by Lan+aster et al2 )4551* re3ealed t$at satis%a+tion o% +onsumer needs is t$e

ultimate oal %or a business t$us t$e mar-eter?s 6ob is to a++urately identi%y t$e +ustomer needs

and a++ordinly de3elop produ+t t$at satis%ies t$eir 'ants2 T$ere%ore. it is 3ery +riti+al %or

mar-eters to $a3e a proper understandin o% +onsumer buyin be$a3ior2 "erner )4550* de%ined

+onsumer be$a3ior as. t$e study o% indi3iduals. roups. or orani9ations and t$e pro+esses t$ey

use to sele+t. se+ure. use. and dispose o% produ+ts. ser3i+es. eGperien+es. or ideas to satis%y needs

and t$e impa+ts t$at t$ese pro+esses $a3e on t$e +onsumer and so+iety2 #++ordin to "erner

)4550* -no'lede o% +onsumer buyin be$a3ior $elps mar-eters in de3elopin t$eir mar-etin

strateies by understandin t$e psy+$oloy o% t$e +onsumers2

Sources of information:

T$e data 'ill be +olle+ted %rom all type o% underraduate students o% "es$a'ar '$ere t$e

students $a3e seen an ad 'it$ +elebrity endorsement. at least on+e2


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Samplin& 'echni(ue ) procedure:

T$e study proposes to sele+t respondents t$rou$ non> probability samplin by usin

+on3enien+e samplin. mainly be+ause t$e total si9e o% t$e population is neit$er -no'n nor

a++essible. t$e resear+$er 'ill identi%y +lusters li-e edu+ational institutes. '$ere t$e potential

respondents are %ound and based on +on3enien+e approa+$ t$e potential respondents2

Samplin& si*e:

Based on pre3ious studies )Dimed & ;oulyana. 4551* )Corn'ell. 45//*2 T$is study proposes to

use a sample si9e o% 55 respondents2

Methods of data collection and procedure:

Data 'ill be +olle+ted t$rou$ personal sur3ey o% t$e resear+$er2 Data 'ill be +olle+ted %rom all

types o% uni3ersity students '$o are +on3enient to t$e resear+$er2

Instruments of data collection:

T$e data 'ould be +olle+ted t$rou$ stru+tured uestionnaire. +arryin simple and +lose ended

uestions2

Statistical 'est to be used:

T$e statisti+al test t$at 'ould be used is Reression #nalysis2

Possible Outcomes:

T$e possible out+ome o% t$is resear+$ +ould be t$at t$ere is a positi3e e%%e+t o% +elebrity

endorsement ads to'ards +onsumer!s persuasion2 #%ter t$is study. mar-eters 'e 'ill be able to

eGtra+t results t$at $o' mu+$ mobile p$one users o% underraduate students o% "es$a'ar are

persuaded by +elebrity endorsement ad3ertisin o% di%%erent mobile p$one +ompanies and '$at is


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t$e impa+t. '$et$er t$ey buy t$e produ+t or not2 T$is 'ill i3e an understandin to t$e mar-eters

and ad3ertisers o% di%%erent mobile p$one +ompanies to'ards t$e mar-et o% "es$a'ar and $o'

t$ey +an e%%e+ti3ely ad3ertise ads %or t$em2


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Celebrity endorsement &persuasion 1!

References:

#ar'al. ,ama-ura. /0012 @T$e e+onomi+ 'ort$ o% +elebrity endorsers8 an e3ent study

analysisA2 Journal of marketing 2 Vol 59 )/001* 1>4

Brose-$an. Jelayut$am )4555*8 @Consumer Buyin Be$a3ior K # Literature Re3ie'A8 IOSR

Journal of Business and Management "" 5/

C$abo dimed )4551*2 @Celebrity endorsement. $idden %a+tors to su++essA2 Contribution to brand

literature2 International review of management and marketing 2 vol. 4. no2 :. 45/:. pp2410>4H1

Denra )45/*2 @Impa+t o% Celebrity Endorsement on Customer!s Buyin Be$a3iorA2 Altius

Sod Journal of Management ! "ommer#e

Dr Mberia. (ippora$ )45/:*2 @T$e e%%e+ts o% +elebrity endorsement in ad3ertisementsA2

International $ournal of a#ademi# resear# in e#onomi#s and management s#ien#es. 3ol2 . no2 1

Dr2 ,$atri )455*2 @Celebrity endorsement8 a stratei+ promotion perspe+ti3eA2 Indian media

studies $ournal 2 3ol2/

7edden. Yoon )4551*2 @Conition. "ersuasion and De+ision Ma-in in Older ConsumersA2

;ian )45/:*2 @Consumer rea+tion & t$e e%%e+ti3eness o% +elebrity endorsed ad3ertisin2A Studies

in media ! #ommuni#ation2 Jol. 4

Lin %an )45/1*2 @"ersuasi3eness o% +elebrity endorsed ad3ertisin and a ne' model %or

+elebrity endorser sele+tionA2 Journal of Asian %usiness strateg&. 1)/H

"etty. Ca+ioppo. S+$umann )/0


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Roy. Moorti )4550*2 @Celebrity endorsements and brand personalityA2 IIMB working 'a'er

3olume . pp25/>51

(a%ar. Ra%iue )45/* @Impa+t o% +elebrity ad3ertisement on +ustomers! brand per+eption and

pur+$ase intentionA2 Asian $ournal of %usiness and management s#ien#es2 3ol2 / no2 //. 1>H

Documents

Effect of Celebrity Endorsement in Ads Towards Consumer