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

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documents in English
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term papers
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51 pages
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  1. Introduction
  2. Key factors of celebrity endorsements / brand ambassadors
    1. Marketing
    2. Advertising
    3. Branding
  3. Definition of consumer behavior
    1. Overview
    2. Literature review
    3. Aim of the research
  4. Brand image and brand identity
  5. Definition of a celebrity
  6. Stages of the consumer buying process
  7. Factors that affect the consumer buying decision-making process
    1. Social factors
    2. Cultural factors
  8. Research methodology
  9. Objective and scope of the study
  10. Questionnaire
  11. Data analysis
  12. Graphs and interpretation
  13. Bibliography
  14. Conclusion

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.

[...] Celebrity endorsements are just an advantageous technique or an effective tool used by companies to endorse their brand and these brand ambassadors only influence the perception of the consumers and persuades them to buy but the purchase decision and purchase is made on many other aspects, characteristics and dimensions Recommendations Research is considered to be successful if all other resources are assimilated in a rational way. Different incidents specified in different areas of this research are noted. The reliability of this work depends on the methodology, question design as tools of collecting data. [...]


[...] Analyzing the answers, researcher feels celebrity endorsements does have value and a good strategy adopted to popularize their product or brand or company, however, this depends on the company, how big they are and what strategy they adopt to advertise and grow. It also depends on the kind of market, competitors and competition. Q.5. Are advertisements with celebrity endorsement useful and effective in a company? Are they beneficial? Manager 1 Celebrity endorsement are very much useful and effective for a company. [...]


[...] and Hussey R p5-8, Kotler et al p273) Here the researcher carries out the Descriptive kind of research, as the objective is to find the influence of celebrity endorsement (brand ambassadors), advertising, branding and their impact towards consumer buying behavior and their attitudes Research strategy Deductive research and Inductive research Deductive research is a study that is conceptual and theoretical in structure and tested by empirical observation; particular instances are deduced from general inferences. Deductive method is referred to as moving from the general topic to a particular topic. [...]

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