Impact of Celebrity Endorsements on Buying Behavior Essay

Gone those days where brands were limited and their tag lines were enough for the publicity, for e.g. Thanda matlab coca- dummy this tag line of coca cola helped a lot in terms of profit maximization and brand building.As the time passes a cut throat competition is taking place and each one is trying to put their fruit superior than their competitors. For this, they have endorsed the celebrity in advertisement to make their product popular as well as unique.The use of a celebrity in an advertisement is like the bridge between the producer and the consumer. For targeting the customers, they select the celebrity as per their products supplicate for e.g. life insurance companies for targeting the older customers endorses the celebrity which are more than 60 years and for the soft drinks and juices they endorses young celebrities.(Clemente N. Mark, 2002)The personality and credibility of an endorser plays a precise important role for promoting the product because it directly reflect s the products quality and reliability. For e.g. Cement companies always endorses the powerful and strong celebrity like sunny deol , dara singh, amitabh bachan etc. There are many reasons for celebrity endorsement by companies but the most important is that through endorsers high appeal and prissy message in the advertisement they are able to segregate their targeted customers easily.(Kulkarni & Gaulkar, 2005)ConclusionCelebrity endorsement is the very important and basic tool for the promotion of the product and now a- days it is become a trend for the product marketing and brand building. However, it is easy to select a celebrity but it is very ticklish to establish a strong relationship between the product and the endorser. The celebrity can make a better brand image and also facilitative for profit maximization.