The impact of brand ambassadors/celebrity endorsements through advertisement in brand building and their influence on consumer behavior

Type :

Term papers

Pages :

51 pages

Format :

.doc

Published date :

04/03/2009

Category :

Business & market

Sub category :

Marketing

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Summary :

Introduction
Key factors of celebrity endorsements / brand ambassadors
1. Marketing
2. Advertising
3. Branding
Definition of consumer behavior
1. Overview
2. Literature review
3. Aim of the research
Brand image and brand identity
Definition of a celebrity
Stages of the consumer buying process
Factors that affect the consumer buying decision-making process
1. Social factors
2. Cultural factors
Research methodology
Objective and scope of the study
Questionnaire
Data analysis
Graphs and interpretation
Bibliography
Conclusion

Abstract

Over the years, many growing and grown brands have jumped on to the celebrity endorsement bandwagon. Marketers are aware of the power of celebrities in advertisement and branding and their influence on consumer buying decisions. Endorsement is a medium of brand communication in which a celebrity acts as the spokesperson of a brand and certifies the image and position of the brand by extending their personality, stature and popularity in the market. celebrity endorsement gives the brand an appeal. The customer is excited when seeing a known face. celebrity endorsement provides a distinct differentiation and increases the recall value of the brand, thereby creating an effective demand. This research program focuses on the research question "impact of brand ambassadors / celebrity endorsement through advertisement in brand building and their influence on consumer behavior." The reason for research on this question is due to the importance of the celebrity endorsement in the recent years, also advertising, branding and consumer behavior in today's competitive world. The objective of the research is to understand the influence of celebrity endorsement advertising technique on consumer behavior. To begin, the report examines the literature about marketing, role of advertising, branding, celebrity endorsement and consumer behavior. Following the literature is the research methodology, the researcher collects the primary data by interviews and questionnaires to assist in discovering new ideas, diagnosing situations and screening alternatives which generates insights and will be useful for the exploratory and development nature of the research.