CONCEPTUAL FRAMEWORK

This research paradigm consists of input, process and output that show the
profile of the respondents, the methods used in the survey and the result of the survey.
Input Process
Output

1. What is the profile of

the respondents in terms
of:

1.1. Age

1.2. Gender

1.3. Status in Life

2. What is the advantage

of celebrity endorsement
to the consumer’s brand Impact of Celebrity
This data gathering was Endorsement towards
recall?
conducted at Lemery Consumer’s Brand
District with the use of Recall to the Selected
3. How does celebrity
questionnaire Consumers in Lemery
endorsement help the District Year 2019
consumers to recall a
brand?

4. What are the effects of

celebrity endorsements
to the consumers?

4.1. Positive Effects

4.2. Negative Effects

SIGNIFICANCE OF THE STUDY

This study is considered significant to the following:

Entrepreneur. This study enables the entrepreneur to enhance their

strategies in consumer’s brand recall. Moreover, this can widen their understanding with
regard to the consumers.
Consumers. This study will mirror the impact of celebrity endorsement
towards consumer’s brand recall. Furthermore, this study will enable them to be
comfortable with their buying decision.

Future researchers. This study will serve as their guidance as this will give them
some significant information similar to the study.

THEORETICAL FRAMEWORK

People idolize celebrities, so when famous people are seen in advertisements

promoting a new product, audience are motivated to buy and mark in their mind that
product, either subliminally or directly. It is equally important to note that a celebrity
endorsement alone does guarantee success. As the afore mentioned “impact of
celebrity endorsement” study astutely points out “it is the combination of several factors
especially the price and other elements that work together for the success of a brand
and its acceptance in the minds of consumers as well as for its market offering.”
This describes the overall topic of the study, as it shows that there are several
attributes of celebrity like attractiveness, beauty, charm, looks, pleasant appearance,
credibility, trustworthiness, reliability, authority and sincerity of the celebrity. It is also
includes the ways on how he or she changes the meaning of a brand or product. When
the image of the product is improved in consumers mind they will have the want to
purchase the product which suggests that there is a relationship amongst attributes of
celebrities.

SCOPE, LIMITATION AND DELIMITATION

The major emphasis of this research is to determine how marketers are using
celebrities to change consumers pattern and how are they creating a good image by
selecting publicly desirable celebrities. It aims to identify the key factors which may
influence consumers to recall a brand through celebrity endorsement.
This research is concise to study consumers’ perception towards the product as
the research will be conducted in Lemery district with the consumers as the
respondents.
Another limitation to this research is that the majority of respondents will be
young; people above the age 50 would not be taken into consideration whose opinion
regarding celebrity endorsement would be different.

DEFINITION OF TERMS
Advertisement - it is an announcement in a public medium promoting a product,
service, or event or publicizing a job vacancy.
Brand Recall - ability of the consumers to correctly elicit a brand name form memory
when prompted by a product category.
Brand Awareness -
Celebrity - a famous, popular, well known individual (actor, sport person).
Celebrity endorsed ads - those ads which used famous personalities or celebrities
who command a high degree of recognition, trust, respect or awareness among people.
These types of ads are used to make brand image.
Commercials - it is making or intended to make a profit
Credibility - it is the quality of being trusted and believed in.
Customer - it is an individual who purchase goods or services produced by company.
Endorsed - pressurize something.
Entrepreneur -
Skeptical - it is people that are not easily convinced.

INTRODUCTION
 Everyday consumers are exposed to thousands of voices in magazines,
newspaper, billboards, websites, radio and television. Every brand attempts to steal a
least a fraction, a person’s time to inform him or her of the amazing and different
attributes of the product at hand. The challenge of the marketer is to find a hook that will
hold the subject intention in helping to achieve this. Use of celebrity endorsers is a
widely-used marketing strategy in this modern age. People tend to ignore all
commercials and advertisement while flipping through the magazines and newspapers
or viewing television but even then. The glamour of a celebrity seldom goes unnoticed
thus; celebrity endorsement in advertisement and its impact on the overall brand is of
great significance. In this process, the companies hire celebrities from a particular field
to feature in its advertisement campaigns. The promotional features and images of the
product are matched with the celebrity image, which tends to persuade a consumer to
fix up his choice from a variety of brands.

Companies invest large sums of money to align their brands and themselves with
endorser. Such endorsers are dynamic with both attractive and liveable qualities.
Furthermore, because of their fame, celebrities serve not only to create and maintain
attention but also to achieve high recall rates in today’s highly cluttered environments.
Similarly, every product has an image. The consumer tries to consume a brand which
has the maximum fit with his/her own personality/image. The celebrity endorser fits in
between these two interactions. Where he/she tries to bring the image of the product
closer to the expectation of the consumer; by transferring some of the cultural meanings
residing in his image to the product. The general belief among advertisers is that brand
communication messages delivered by celebrities and famous personalities generate a
higher appeal, attention and recall than those executed by non-celebrities. The quick
message reach and impact are too all essential in today’s highly competitive
environment. Celebrities have also been in demand having succeeded in being effective
by rising above the clutter and grabbing the attention and focus of the consumer. They
also succeed in creating an aspiration in the minds of the consumer to acquire what
their favourite celebrity endorsers.
With the conviction that celebrities are influential spokesperson for their brands,
advertisers devote the huge volume of money on celebrity endorsement agreements
every year. These days different companies are using celebrities in their advertisements
with the expectation that by using celebrities they can achieve a distinctive place in
consumers mind. According to oxford dictionary, celebrity means ‘’a famous person ‘’. A
person who is outshined in his/her area expertise. It could be in the domain of sports,
cinema, theatre, social life politics or science anything but with some unique outcome
(Giridhar, 2012). People who celebrated by an enormous cluster of people are known
as celebrities. Some illustrations of the characteristics includes attractiveness,
astonishing way of life or exceptional expertise. These celebrities usually vary from
average community and relish big amount of recognition by people are also some usual
attributes of them. The word celebrity states a person a familiar by the people (actor,
sports, figure, entertainer, etc.) due to their accomplishments in the fields besides the
product they have endorsed (Friedman and Friedman 1979). A conduct of brand
message in which celebrity performs as the brand representative and verifies the
brand’s assertion and position the brand by prolonging his/her personality fame,
standing in the society or skill in the area to the brand (Roll, 2008). McCracken’s (1989)
definition of a celebrity endorser is, “Any individual who enjoys public recognition and
who use this recognition on behalf of a consumer good by appearing with it in an
advertisements, they bring their own culturally related meanings, thereto, irrespective of
the required promotional role”. A company favors celebrities of various areas in India,
for example Cricketers, Bollywood celebrities and other sports persons to endorse their
brands are increasing (Dengra, nd.)

Background of the study

Popular personalities can convert excellent salesmen, giving the world a familiar
and well known face is considered to be the fastest and safest way for brand to develop
an association and a bond in the mind of its consumers. Whenever the consumers
come across an actor or the most loved sports figure endorsing a product, immediately
that product attain credibility because celebrity endorsement is a technique which
features celebrities to endorse a product.
These celebrities need not to be necessarily an international superstar but they
should be extremely familiar to their target audience. We see celebrities in television,
film, radio and magazines and where not, credibility endorsements get about billions
and trillions yearly and are highly recommended in the dreamy world of advertisements
to promote their products.
And from consumer’s perspective, they want to own that brand which enjoys a
good reputation in the market and then when it is involving a well-known celebrities with
that brand. It becomes all the more alluring and consumers feel that by using such
brands they will gain some status because celebrity endorsed products satisfy this
longing of enjoying a brand that comes with symbol of status.
Marketers make use of celebrities to endorse their products in order to give their
advantage and edge over its competitor. But enjoying a celebrity to satisfy the very
purpose requires deep understanding and many other considerations have to be
weighted.