CHAPTER-I

INTRODUCTION

In today’s world the celebrities are being treated as a role model. People are changing
their living style related with their favorite celebrity. This thing creates a great impact on the
buying behavior of the persons. This attracts the customers and ultimately increases the company
productivity. Nowadays celebrity endorsement is the best strategy used by marketers to influence
customers by showing celebrities with their products, it include different appeals like exciting
absurdity etc.

Promoting and publicizing have progressed toward becoming the fundamentals of each
business. In the twenty first century, most likely every individual is influenced by promotions, in
particular when is involves its favorite celebrity. The latter is known as celebrity endorsement.
Such commercials influence clients mentally and answer their needs. It also enhances their
purchasing intention, behavior, and disposition. Soliciting celebrities is an established tool in
marketing and advertisement. It began in the eighteenth century and continued to present day
while witnessing drastic changes. Celebrities endorsing marks in ads are considered marks’
ambassadors. Their names wind up connected to the brand. They contribute in transmitting the
message fluidly to the group of onlookers by conveying the expected picture. In this way, the
promotion and the brand name will be imparted in individuals’ psyches; so they turn out to be a
part of the advertising correspondence process. Celebrities are icons perceived by others for their
prosperity and acclaim in various fields. The latter might explain why individuals tend to
impersonate them which give them the compelling force in promoting and advertising world.

Celebrity endorsement or celebrity branding is a form of advertising campaignor

marketing strategy used by brands, companies, or a non-profit organization which involves
celebrities or a well-known person using their social status or their fame to help promote a
product, service or even raise awareness on environmental or social matters. Marketers use
celebrity endorsers in hopes that the positive image of the celebrity endorser of the brand will
also be passed on to the products or the brand image associated with the celebrities. Celebrity
endorsement is usually commonly used by fashion or beauty brands, but a non-profit
organization relies on celebrities as well, as celebrities have mass communication skills which

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can attract people’s attention and is helpful in reaching a wider audience to raise their awareness
towards a certain organization or an issue, thus making celebrities effective fundraisers.

Studies have proved that celebrities endorsing a company or brand can greatly increase
consumer’s awareness of an advertisement, capture their attention and makethe advert more
memorable. Additionally, when a celebrity endorses your company, tells the consumer that the
company reputable, has good products or good customer service and is a sound company to deal
with. Remember the celebrities own image and reputation is at stake. Marketers spend huge
amount of money on celebrity endorsement contacts annually (Katyal, 2007)it shows that
celebrities play an important role in the advertiser industry. Considering the prices companies are
willing to pay and the effect it has on consumer buying behavior, celebrity endorsements appears
to be a very popular advertising tool in the modern day marketing.

1.1 REVIEW OF LITERATURE

 As per study of P. Venkata Subbish and A.S Sathish (2020) on “Exploring the influences
of celebrity endorsement on purchase intention and brand loyalty among rural youth” state
that celebrities for endorsing manufacturers have become a trend for constructing the brands
as well as the organization’s image. As all the celebrities within the stimuli by the nearby
cine star/Cricketers and television stars, the aspirants can be advocated to pay is aware of
those categories of celebrities. Celebrity endorsement pull in hundreds of cores of money in
each and every year and are broadly desire by the marketers to promote their products or
services. The organization makes use of the celeb’s characteristics and features to set up
equivalence with the product specialties with an intention to put them in the minds of the
target consumers.
 ChokriKooli, Ahmed Al Habsi and Riad (2018) in their study “ Celebrity Endorsement and
its Effect :Arabic Word Perspective” states that the celebrity effects all the company through
increasing or decreasing sale , customer through changing customer behavior and brand
through increasing or decreasing demand on the brand and the ability to large distribute the
brand name to a large geographic area . Also this research showed us that majority of Arabic
celebrities are not convinced by such advertising method celebrities still believe the Spending
large amount of money with the increasing the brand image and increase the sales. When

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 looking at the formal apparel wear customer base in Sri Lanka, it shows that some customers
show some brand loyalties towards particular apparel brands. But no one is actually clear
about why these customers are that much brand seeking.
 Mrs. Deepa L.and Dr.Giridhar K.V (2018) in their study” Celebrity Endorsement and its
Impact on Buying Behavior of College Students: A Study in Shivamogga City” this research
has established the fact that the celebrity endorsed advertisements are more influential than
the non-celebrity endorsed advertisement, similarly celebrity endorsed advertisements are
more effective in TV when compared to any other medium. By the analysis of respondents
“opinion, it can be concluded that he highest relationship existed between the celebrity
expertise and buying behavior and the lowest relationship existed between celebrity an
effective marketing tool available to marketers to create 7 and promote awareness for
products . It also helps to position their products differently among the minds of their
customers. Consumers come in contact with many advertisements every day. Every
advertisement is highlighting the features of the respective products. Now days,
advertisement is a tricky job, with involvement of huge risk, with the help of celebrity
endorsement advertisement plays gamble. In their study authors find that most of the
respondents believe that frequent changes in celebrity for advertising the product can change
the purchasing decision of customers. The purchase attitude is influenced by the quality of
the products rather than endorsement factors, price of the product, discounts and offers etc. A
large number of respondents believes that the quality of Goods advertised by celebrities may
be are may not be good in quality
 Abbas A, Afshan G,Aslam I and Ewaz L(2018) in their study “The Effect of Celebrity
Endorsement on Customer Purchase Intention :A Comparative Study” this study found that
purchase intention of female customers for mobile phone is affected by likability ,
attractiveness and credibility of celebrity .Two things are common between the perception of
male and female customers and those are likeability and attractiveness but in female
respondent one thick this different i.e., credibility so it means that celebrity having
attractiveness, likeability and credibility can increase the purchase intention of female
customer towards mobile phone. A celebrity in mobile phone advertisement having
likeability, personality, attractiveness and experience can increase purchase intention of male
customers.

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 As per Danish Husain and Kaleem M. Khan (2017) on “understanding the effectiveness of
celebrity endorsement” reviewed the theories and factors that can help both academician and
practitioners in understanding the dynamics of celebrity endorsement effectiveness .One
cannot ignore the power of celebrities in breaking through the cluttered media environment
and drawing attention towards the advertisement. They increase awareness and recall of the
product and the advertisement. They also give symbolic meaning to the product through the
meaning transfer process. However ,the effectiveness of celebrities in improving the attitude
towards advertisement and the brand and generating purchase intention is moderated by
factors identified in this paper, especially by the cultural meanings of the celebrity, the
celebrity-product congruency type of risk associated with the product, level of product
differentiation and consumer involvement.
 Sudath Weerasiri and Renukha PushpanjaleeHerath(2017)in their study “The impact of
celebrity endorsement toward brand image with special reference to men ‘s wear apparel in
Sri Lanka” states that most of the local apparel branded product manufacturing players apply
different marketing strategies such as celebrity endorsement after Mahendra Singh Dhoni
made an unprecedented & 2.65 crore. Only a small portion of that pay –out, about &35 lakh,
comes 6 directly from Dhoni‘s on –field play (Article published on 26 July, 2012 in Forbes).
 Israel Kofi Nyarko and Vincent Asimah (2015) in their study “The Influence of Celebrity
Endorsement on the Buying Behavior of the Ghanaian Youth: A study of Fan Milk Ghana
“found that celebrity endorsement has changed the way of advertising used to be few decades
ago .It is been accepted tobe a- ubiquitous feature of modern day marketing. However, some
respondents are not influenced by customers of organization concerned. Celebrity
endorsement is an expensive engagement and must be planned careful in order for firm
adopting it to gain profitability.
 Randhawa A. and Khan J. A. (2014), in their study on “Impact of Celebrity Endorsement
on Consumer Buying Behavior”, advertising is normal advertising is more effective then
celebrity endorsement which again shows a risk in implementing celebrity endorsement in
Arab country.
 Shukre A. and Dugar N. (2013), studied on “Effect of Celebrity Endorsements on
Consumers’ Decision – making Process: A Study of Television Advertisements for Selected
FMCG Products “, today celebrity endorsement is one of the most popular tactics of FMCG
advertising. Marketers use celebrity endorsement to help in easy brand recall especially at the

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 time of consumers purchasing situations. Main purpose of his study is to specify the impact
of using celebrity endorsers in advertisements on purchase intentions of customers with
special references to FMCG products. They concluded from the study that celebrity
endorsements are gaining more popularity. Authors described some important factors of
celebrity endorsement are image, style, attitude, popularity, physical appearance,
performance, suitability with the product etc. Marketers 5 should take care of the gender of
the celebrities endorsing the product as it is an important factor in regard to the consumer.
 Wage, Cheng and Chu (2012),in their study on “Effect of celebrity endorsement on
consumer purchase intention: Adverting effect and advertising appeals as mediator”,
advertising has become the most efficient way to provide information in consumers. In their
study, result shows that celebrity endorsements, advertising appeal and advertising effect
significantly and positively impact on consumer purchase intensions.
 Rosca V. (2010), in his study “Celebrity Endorsement In Advertising” aims to study the
particularities of tennis endorsement using the case of Roger Federer, one of the best tennis
players in history and one of the best business partners in the world of sports for sponsoring
companies. Endorsement is the most profitable income source for professional athletes. In
tennis, where athletes are individuals, not playing or contributing for teams or clubs,
endorsement is the main sponsoring possibility of a player. For some professional tennis
players, endorsement deals are an important income source. Endorsement help the athletes
gain more money respondents is main source of earning of any celebrity for an example after
cricket world cup 2011. Mahendra Singh Dhoni emerging India’s biggest celebrity,
popularity and buying behavior. Hence we can conclude that there is a strong significant
relationship between celebrity endorsement and buying behavior. This study has also
highlighted that students are aware of different media for celebrity endorsements. The study
clearly shows that celebrity endorsement function will help to boost up the sales of endorsed
brand as people like to buy the brand more if endorsed by their favorite celebrity.
 Roozen I. and Claeys C. (2010), in their study on “The Relative Effectiveness of Celebrity
Endorsement for Print Advertisement” The experiment shows that celebrity endorsement is
not always effective. This result was also found for the advertisement with the endorsement
of celebrities who were found to match best with the product at hand.
 Ainsworth Anthony Bailey (2007)has studied on “Public Information and Consumer
Scepticism Effects on Celebrity Endorsement: Studies among Young Consumers” the main

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 outcome of this study is experimental evidence that consumer scepticism affect consumer’s
perceptions of endorsement appropriateness as well as attitude toward the company, though it
did not have a significant effect on purchase intention.
 Khatri Puja (2006), in her paper on “Celebrity Endorsement: A Strategic Promotion
Perspective” The celebrity endorser is a panacea for all marketing for all brand building
exercises.
 According to Zheyin J.G.(2005), celebrity endorsement can be used as longterm or short-
term strategies. A firm’s long-term celebrity endorsement strategy is affected by the market
awareness level of its product. Finally, no matter whether for long-term or short –term
celebrity endorsement, a firm should use a more popular celebrity endorser when the
information dispersion effect is stronger and when the demand inter correlation effect is
weaker.
 Shivera , David H and Benedikte Austad (2004) in their study” Factors Predicting the
Effectiveness of Celebrity Endorsement Advertisement” found that endorsement advertising
effectiveness can be strongly influenced by consumer inferences concerning whether the
endorser truly life the product . Advertisers on the other hand often appeared to be satisfied
with merely creating an association between a popular endorser and their product with the
hope that the endorser’s positive image will somehow ‘rub off’ on the product. The present
research suggest that advertisers should put more effort not only into choosing endorsers who
are well matched with product , but also into making strong arguments and believable
explanations for why endorsers truly do like the products they endorse.

1.2 STATEMENT OF THE PROBLEM

Celebrity branding is considered as a major part of marketing strategy in the present

scenario along with its growth it has also made so many effects. There are so many fake
advertisement done just for earning money. The presence of celebrity in advertisement is likely
to influence the buying decision for a product which can increase the purchase intention and
consequently increase the sales. With celebrities vouching for or promoting their products,
brands can increase awareness, trust and familiarity, which are important variables in the
purchase decision-making process. Consumers feel more sympathetic towards a brand, if their
products are promoted by a celebrity they admire or relate to.
In this study, celebrity branding and its effect on buying behavior of college students in

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Anchal Grama Panchayath is being studied. The problem area of the survey is buying behavior
of college students based on celebrity branding. This study is under taken to know different
factors affecting purchase decision and to analyze effectiveness of different factors on purchase
intention.

1.3 NEED AND SIGNIFICANCE OF THE STUDY

This research will help to achieve insights on the study of celebrity branding and its
effects on buying behavior of college students in Anchal Grama Panchayath. Celebrity branding
has become a marketing strategy to help appeal a brand to new consumers. They are a way for
brands to increase their sales and grow their market, having a huge influence on society as they
are seen as opinion leaders. Brands build a relationship with new consumers through celebrities
endorsing their products. Celebrities can capture the consumer's attention and identify with the
brand, leading to sales and making the brand more desirable over other competitors. They also
have an influence over their followers due to consumers showing an increase in obsession with
celebrities'. A connection can be made with the consumers in a way brands cannot. Some
generations look up to celebrities as they can aspire to be like them. Many brands will ride the
celebrity's success wave when using them in an endorsement. Through endorsing celebrity
marketers actually excites their consumers by showing them a very admirable and famous face
and succeed in creating demand because this tactics, marketers are also increasing sales which
positively creates an impact on buying behavior. Celebrities add flavor to the advertisement
campaigns and make them colorful attracting the eyeballs of the millions. It refreshes the brands
image and help in quick brand recognition association of a brand with a highly noted celebrities
can make it more attractive. The influence of the celebrity image and its effect on the younger
generation has been an issue for quite some time. Thus, the current study attempts to analyze the
impact of celebrity appeal on purchase intention of college going youth. The current study will
provide a clear understanding of the above discussed concept. The study will be helpful for
advertising practitioners, marketers, researchers, and academicians in inferring the impact of
celebrity endorsement on youth and thereby will help in penetrating the market more effectively.

The aim of this research is to empirically investigate the effect of celebrity endorsements
on students buying behavior in context to Anchal Grama Panchayath.

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 The topic of celebrity endorsements and its elements is heavily documented in academic
literature, but what makes this research interesting is that it enables us to understand in celebrity
endorsements process from a Anchal Grama Panchayath student’s point of view. Buying
behavior attitudes are changing at a rapid pace and they are becoming more aware of the
products that they use to define their “self” .This research is carried to obtain a view amongst
students about celebrities endorsement. The research under taken on celebrity endorsement in
this report will be useful on both academic and professional platform, as it looks into the
perception of students on celebrity endorsement.

The importance of this study lies in expanding the understanding of the effectiveness of
celebrity endorsements among the college students in Anchal Grama Panchayath. This study
examined various attributes of celebrities and its relations and effects on college students which
may aid practitioners in more effectively choosing celebrities for use in advertising their
products. This study will help fill a gap in the literature regarding the examination of celebrity
endorser attributes as indicators of advertising effectiveness. Hence the present study is needed
and highly significant.

1.4 SCOPE OF THE STUDY

The study covers the Anchal Grama Panchayath only. This work involves the study on
celebrity branding and its effects on buying behavior of college students with special reference to
Anchal Grama Panchayath. Major emphasis of this study is to determine how celebrity branding
change consumers buying pattern. Identifying the key factors which may influence consumers
buying behavior through celebrity endorsement.

1.5 OBJECTIVES OF THE STUDY

 To identify the influence of celebrity branding on buying behavior.

 To identify which type of celebrity personnel is more effective.
 To identify various factors influencing students buying behavior.
 To know whether the celebrity branding leads to brand familiarity.

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1.6 RESEARCH METHODOLOGY

Research methodology is the specific procedures or techniques used to identify, select,

process, and analyze information about a topic. In a research paper, the methodology section
allows the reader to critically evaluate a study’s overall validity and reliability. The methodology
section answers two main questions: How was the data collected or generated? How was it
analyzed?

1.6.1 SOURCES OF DATA COLLECTION

The required data collected from two sources namely primary and secondary. Thus the
information provided with two types of data known as primary data and secondary data.

PRIMARY DATA: Primary data is a type of data that is collected by researchers directly from
main sources through interviews, surveys, experiments, etc. Primary data are usually collected
from the source—where the data originally originates from and are regarded as the best kind of
data in research.

SECONDARY DATA: Secondary data is the data that has already been collected through
primary sources and made readily available for researchers to use for their own research. It is a
type of data that has already been collected in the past. Sources of secondary data include books,
personal sources, journals, newspapers, websites, government records etc. Secondary data are
known to be readily available compared to that of primary data. It requires very little research
and needs for manpower to use these sources.

1.6.2 RESEARCH DESIGN

This study is descriptive in nature. Descriptive research is a type of research that is used
to describe the characteristics of a population. It collects data that are used to answer a wide
range of what, when, and how questions pertaining to a particular population or group. The
major purpose of this research is the analysis of factors which affect purchase decision of
consumers by celebrity endorsement.

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1.6.3 SAMPLING DESIGN

It was very difficult to conduct a study on the entire population from Kerala. So the
representative sample was drawn for the purpose of the study. For the purpose of sampling the
entire Anchal Grama Panchayath is divided into four parts. North, East, West, and South region.
Only eastern region is selected as per the convenience of the researcher.

1.6.4 SAMPLE UNIT

The Sample Unit were the college going students of Anchal Grama Panchayath.

1.6.5 SAMPLING TECHNIQUE

The technique used in this project is Convenience Sampling. A Convenience Sample is a

type of non-probability Sampling Method where the sample taken from a group of people easy to
contact or to reach.

1.6.6 SAMPLE SIZE

Here data collected from 60 respondents during the period of data collection hence the
researcher constitute a sample size of 60

1.7 LIMITATIONS OF THE STUDY

The study has the following limitations:

 The study is limited to Anchal Grama Panchayath in Kerala.

 Some of the people are not ready to fill-up the data.
 The respondents do not fill the questionnaire with full concentration thus manipulate the
results.
 The study is very small and not enough to represent the whole population of Anchal
Grama Panchayath. So the study could not make concrete testimonials.

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 CHAPTER- II

THEORETICAL FRAMEWORK

Celebrities have always been treated as a role model. People want to become like them
and experience life like they do, by using the products that they use. Many Brands and
companies leverage this situation to their advantage by getting celebrities endorse their brand in
a way that people would want to buy it. Celebrity endorsement has been the popular choice for
them to connect with potential customers and create awareness for them in the market. This
attracts the customers and ultimately increases the company’s productivity and profit. From last
150 years advertising is changing in different phases from the classical to modern. Now a day
it’s the best strategy used by marketers to influence customers by showing celebrities with their
products. Celebrity endorsements can be used by the company to increase the Brand awareness,
Brand Image as well as Sales of the Product or service.Every business organization needs some
marketing strategy to survive in this new competitive world. One of the main strategies followed
by huge/large organization is the use of celebrities in their advertisement. Celebrity endorsement
is considered as an integral part of marketing world.

2.1 Celebrity

Celebrity is a condition of fame and broad public recognition of a person or group as a

result of the attention given to them by mass media. An individual may attain a celebrity status
from having great wealth, their participation in sports or the entertainment industry, their
position as a political figure, or even from their connection to another celebrity. 'Celebrity'
usually implies a favorable public image, as opposed to the neutrals 'famous' or 'notable', or the
negatives 'infamous' and 'notorious'.

According to Oxford dictionary, celebrity means “a famous person”. A person who is

excelled in his/her field of action or activity .In our day-to-day activity, we perform many acts at
home, at work place, on field in sports, in social life. But these acts may be daily routine or just
acts. It means that giving no extraordinary results, not noticed by anybody surrounding, and not
taken into notice by Media. But if a person acts or performs something which gives spectacular
results is noticed by masses. That person has done something special that was and the mass
cannot do. He is regarded as a special person with some “extra” given by that “Almighty” above.

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We started feeling that he/she is great. We start celebrating his/her all acts which produce
success. Ifthe success rate for that person is very high to “deliver” same results, he becomes a
“CELEBRITY”. It may be in field of cinema, theatre, sports, social life, politics or science
anything but something with some special results.

2.2 Branding

Branding is the process of creating a strong, positive perception of a company, its

products or services in the customer’s mind by combining such elements as logo, design, mission
statement, and a consistent theme throughout all marketing communications. Effective branding
helps companies differentiate themselves from their competitors and build a loyal customer
base.A unique brand can have a huge impact on your bottom line by giving you a competitive
advantage over your rivals and helping you acquire and retain customers at a much lower cost. In
e-Commerce, where new companies (and therefore, new competitors) are springing up every
day, an established brand can be an invaluable asset in bringing customers and generating profit.

2.3 Celebrity Branding

Celebrity branding or celebrity endorsement is a form of advertising campaign or

marketing strategy used by brands, companies or a non-profit organization which involves
celebrities or a well-known person using their social status or their fame to help promote a
product, service or even raise awareness on environmental or social matters. Celebrity
endorsement in advertising is grounded in a common marketing assumption: Corporations have
realized for some time that celebrity endorsers can enhance advertisement credibility and liking
as well as brand image, awareness, and purchase behavior. Celebrities have built-in images and
followers, both powerful influencers to potential consumers.

It is a channel of brand communication in which a celebrity acts as the brand’s

spokesperson and certifies the brand’s claim and position by extending his/her personality,
popularity, status in society or expertise in the field to the brand. In a market with a very high
proliferation of local, regional and international brands, celebrity endorsement was traditionally
thought to provide a distinct differentiation.

Celebrity endorsement is a million-dollar industry today. In this modern era, the world of
advertisement undergoes a change, from classical ways, it has converted to take a modern route.

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This modern route requires marketers to develop strategies incorporating the elements of
emotions, humor etc. the main purpose that lay behind these strategies is to get brand exposure,
attention, interest, desire and action. And in order to make these strategies into success,
marketers employ famous celebrities because celebrities have the power to create a greater
impact on the consumers buying behavior. Since some of the celebrities have charismatic
personalities and they enjoy public recognition because they possess distinctive qualities like
trustworthiness and attractiveness. Many big brands make use of the concept of celebrity
endorsement as a marketing communication tool. As consumers, we are surrounded by brands;
we get exposed to millions of personalities in billboards and television. Every brand tries to
capture our time to inform us about what they have to offer to us and teach us about the different
attributes of the product. And this is where the challenge lies. The marketers have to delve what
will retain our attention. In order to achieve this, celebrity endorsement is put into effect. But this
entire process of hiring celebrities and doing the product-celebrity match is not as simple as it
seems. The design of such kinds of campaign and then planning how to make these campaigns a
success requires a long procedure of an in-depth understanding of the product, the choice of a
celebrity, the objective of the brand and then associating the celebrity with the brand. Celebrities
not only serve the purpose to create some kind of 3 attention and also to attain the objective of
high recall and recognition. And for that to happen, marketers should keep in mind the image of
their product because consumers only wants to consume that product or brand which has the
maximum fit with their own personalities/image and the celebrity endorser fits in between these
two connections and binds the image of the product close to the consumers by transferring
meaning to the product. Also, marketers believe that when employing celebrities, they succeed in
creating an aspiration in consumers mind to purchase what their favorite celebrities are endorsing
because in this glamorous celebrity’s world. Celebrities are often perceived as idols by many and
people want to follow their lead and try out those products which have the touch of celebrities to
them as celebrities make those products more alluring and desirable. In the world of
advertisement, in order to stand out from the clutter, celebrity endorsement is considered the
most effective tool that will do the job. This technique of involving celebrities with a brand is a
winning formula to build the brand and enhance its value. However, it is relatively easy to select
a celebrity for a brand but rather very hard to build a strong link between the brand and the
endorsement. And therefore, it is for this reason, it is rightfully said that celebrity endorsement is

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a twoedged sword, if properly dealt with, it can do wonders for the company and if not handled
properly it can destroy the image of the company and the brand itself.

There are two types of celebrity endorsements: paid and unpaid. In paid celebrity
endorsement, the celebrity is paid to come and promote the brands product or service. Unpaid
endorsement is when a celebrity just likes a product and is wearing for example a Nike shirt
while taking a picture of themselves and posting it on social media, leading to possibly having
some followers go out and buy the same shirt from Nike. In today’s competition, it’s all about
the image you portray and credibility. You want to choose a celebrity who will add to your
image and the celebrity wants to choose to promote brands that they experience will help them
stay credible and true to their style. So why do brands need celebrity endorsement? When
companies are setting goals, they need to think about how to reach those goals. If the goal is to
increase the amount of people who see your posts and can recognize your brand, one of the best
ways to do that could be by approaching a celebrity or influencer. Not only will an influencer
have a wide network 4 but everybody in that network have their own networks and so on. This
means that if you get the celebrity to like your product and they talk about it or post it on their
social media account, their followers will see it and be most likely at least a little bit in intrigued
by that product and go do their own research on the subject and possibly will buy the product or
service themselves and tell about it to their friends. In this day consumers are ignorant towards
billboards and commercials by being self-sufficient. They don’t trust a pretty face by the side of
the road; people want to hear honest opinions about brands. This is one reason why YouTube
video’s where the YouTuber tries a new product is so influential. In the beginning they say that
the video isn’t or is sponsored and they give a review about the product or service. Most reviews
however are not paid and the YouTuber is free to say that they hate a product. One other way
celebrity endorsement helps a brand is when you don’t control the face of the campaign too
closely. When the person has a chance to say what feels right for them. They can come up with
content specifically for this one audience better than an advertising agency as they know their
own community much better. When you write a script for your influencer or celebrity it becomes
fake and people will know. Fake doesn’t work in this world anymore where everything has to be
see-through and original. Many companies use the four P’s in marketing. It is also known as a
marketing mix when companies choose which approach, they will take when launching a new
product or service. The four P’s are: price, product, place and promotion. Celebrity endorsement
falls under promotion and it is mostly used at the very beginning of a products life. When

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launching a new product, you want as many people as you can to know about it which means
that a celebrity could be the best option for some.

2.4 History of Celebrity Branding

Celebrity endorsement as a concept is as old as the first products but it became a real thing in the
1920s all the way until today. Back in the day it was mainly used to promote tobacco, beauty,
fashion and beverages. Celebrity endorsement was used in all forms of media including radio
and television. In 1980s brands started giving celebrities their own products, for example Nike
doing a line of sneakers for Michael Jordan, which is still today being produced as Nike Air
Jordan. In 1990s celebrities got more say in what and how they promote as well as sometimes
ending up being co-owners of a company. Since the 2000s companies have slowly started to
switch big megastars for influencers. Influencers are people who are not as popular as a megastar
but influence the people around them more than a megastar. Most companies find that having
both in a campaign works the best. A megastar like Justin Timberlake can bring you views and
raise brand awareness but having a local Instagram celerity with maybe a million followers or
even only half a million followers might be more efficient in selling your product to more
people. In the past few years people want to see more authentic and see-through marketing. They
want to know what people actually think about a product or brand, so brands and celebrities have
formed longer partnerships and alliances and work more together to reach larger masses. Due to
internet and everything being mobile celebrities are easier to get a hold of and because there are
no printing costs for example when you post something on social media even smaller businesses
have the chance to work with famous people and influencers increasing their brand awareness. In
the past couple of years people have been able to make themselves famous at least to an extent.
Logan Paul started recording videos onto an app called Vine in 2014. In 2016 he started his
vlogging channel on YouTube and less than a year later he has 10 million 16 people subscribed
to his channel and wins a teen choice award. Vlogging is the new blogging. People record their
lives on camera daily and upload it onto platforms like YouTube for other people to see. Another
YouTube star called Bethany Mota managed to become famous with beauty videos all the way to
being invited to take part in Dancing with the Stars. She was also voted one of the most
influential teen in 2014. (Forbes 2015) The social media has endless possibilities for the younger
generation to make a difference in their lives by being connected and sharing their lives.

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2.5 Celebrity Branding Today

Today’s marketing is all about being see-through and stand out from the competition. Over the
growth period of social media companies have had the chance to come up with different ways to
stand out from everyone else. Back in the day it was logos or slogans, now its online presence
and hash tags. In this day and age people love to talk and they love content. They want to feel
like they are gaining something from following a brand online. The talking is more even now
too. Companies can reach their customers instead of waiting for customers to contact them. The
goal is to increase the followers’ engagement and brand awareness. This can be achieved through
social media. (Ryan 4-5, 100-101) You can also see brands like Abercrombie & Fitch who
encourage customers to take pictures of them wearing the brands clothing and posting them on
social media using the hash tag that they use for the brand. This makes customers more loyal as
they can be featured on the brands own social media increasing the customers own popularity
and getting more followers. It’s all a competition to see who has the most followers. However,
companies forget nowadays is that it doesn’t matter in the end how many followers you have or
how many like a picture gets because if those followers and likes don’t convert into sales your
company will die. Companies are hiring people to take amazing photos for them and having
people search online what potential clients are saying in conversation in order to meet the wants
of these people better. Yes, having a good online presence makes people remember you but it
doesn’t mean that they will automatically go buy the product you post a picture of. In that sense
social media is a hard platform to master.

The cigarette industry signed on entertainment personalities like comedian fatty Arbuckle
and Harries Bulger when Murad cigarettes use them in its adsin 1905. Later cigarette brand
endorsers were Henry Fonda, Jack Benny, Ethel Barrymore and Fred Astaire. Kodas cigarettes
began including baseball cards in their packs of cigars. These baseball cards were intended to
give away as gift to loyal customers. People soon started buying the cigarette for the cards and
endorsements caught on fast with marketers.

2.6 Examples of Celebrity Endorsement around the World

Some celebrity endorsement campaigns go extremely well and the collaborations can
continue for years. However sometimes they fail or there is a breach of contract from one side or
another. Here are some examples from around the world.

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 One of the most successful campaigns in the 21st century was Britney Spears and Pepsi.
Since 2001 Britney has appeared in many Pepsi commercials. Her collaboration with Pepsi
inspired another artist to collaborate also with Pepsi such as Nicki Minaj, Christina Aguilera and
Beyonce. The campaign with Britney Spears was even featured in major sports events like World
Cup.

Sports brands and athletes are a tight knit community. It wasn’t a surprise when Nike and
LeBron James signed a contract making sure that James always has Nike to play in. James even
has his own line of sneakers, which Nike mass produced so that every fan can have their own.

Another major sports success collaboration was made in 2013 between David Beckham
and H&M. Most clothing companies use celebrities to appeal to buyers who follow athletes.
David Beckham was the face of the line that was advertised during the 2014 Super Bowl.

Adidas went in big when signing a contract with Kanye West. West was allowed to
design a pair of shoes. These shoes became a huge hit among other celebrities as well as upper
middle-class teens and young adults, as one pair of Adidas Yeezys cost over 700 dollars. The
first wave of Yeezy’s was released in 2015. The collaboration bought Adidas sneaker market
from 1% to 30% and the sales contributed to a 5% company growth in North America. The
collaboration doesn’t seem to be slowing down however west has given hints that he might be
looking for a new partner in Vans soon.

Jessica Simpson has been the face for Proactive for several years. She says that this
product really helped with her acne skin. She helped launch the product and sales have increased
significantly with her promoting it. Proactive is said to pay 2-3 million dollars per year for top
celebrities for their time.

A new collaboration was formed between Rihanna and Puma. Rihanna launched a
collection called Fenty. She has recently expanded her Fenty brand to Fenty beauty releasing in
September 2017 her line Fenty Beauty, featuring makeup for every skin shade. She 18 launched
40 foundations and several contour sticks and high lighters.

Rihanna is said to be planning on releasing a new ready-to-wear collection in 2018

incollaboration with Puma. Sometimes collaborations end short because one or the otherparty
violates the contract or otherwise expresses indecent actions in public. This is whathappened to

Page 17
Nike and Manny Pacquiano. Pacquiano had made an indecent comment about gay people so
Nike had no other choice but to drop him. Rihanna also run into trouble when Nivea decided that
she was too sexy. Nivea dropped her because according to the new CEO, she didn’t share the
company values. Nivea was very keen on promoting family, trust and reliability, which the CEO
didn’t believe was a suitable match with Rihanna being the face.

McDonalds, Nutella and Coca-Cola all dropped the Lakers star Kobe Bryant in 2004 after
he was accused of rape. The charges were eventually dropped but his reputation had already
suffered the consequences.

Sometimes the celebrity does something bad but it doesn’t necessarily end sponsorships.
Tiger Woods went through a rough patch and has this year been arrested for a DUI, suggesting
his troubles aren’t ending anytime soon. He was caught in 2009 in a sex scandal. Gatorade and
AT&T were quick to drop the golfer. However, Nike continued to sponsor him and despite the
DUI this year they still continue to sponsor Mr. Woods.

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2.7 Purchase Intentions or Buying Behavior

Tendency to buy a particular brand or product is known as purchasing Intentions (Belch

et al, 2004). Purchase intentions shows the probability that the person would purchase a product
(Phelps and Hoy, 1996).

Spears and Singh (2004), states that it’s the sensible idea of doing struggle to buy a brand
in future. It was an element of customer cognitive behavior on how customer planned to
purchase a particular product, brand or service (Kwek, 2010). Perner (2009) defined consumer
behavior as: “The study ofindividuals, groups or organizations and the processes they use to
select, secure, use and dispose of products, services, experiences or ideas to satisfy needs and the
impacts that these processes have on the consumer and society”.

2.8 Young Shoppers

Today’s young consumers have grown up with T.V, mobile phones, and othergadgets and
they have been exposed to the standard of living and consumer culture abroad.

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2.9 Apparels Fashion

As Lifestyle change, fashion in India is also changing more diverse as in thewestern country.
This is due to technology, ideas and modern lifestyle whichare moving and growing so fast and
quick. The fashion trends are changed or brought into people’s mind through the T.V, internet in
which retailers are using celebrity imaginary as same as in magazines, T.V advertisements etc.

2.10 Advantages of Celebrity Branding

 Influence consumer purchase

The affinity consumers have for certain celebrities can greatly influence
theirpurchases. People may have an attitude that if the product is good enough forthe
celebrity then that will be good for me. This philosophy is same formakeup, skin care,
hair product and attire. Hence they purchase the samebrand that the celebrity uses to
achieve her hair’s fullness and bounce.Essentially, the testimonial of the local celebrity
adds instant credibility to asmall company’s product.

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  Builds credibility
People are attached to their favorite celebrity, and they are generally welltrusted
by their fans. If they use your product, it shows their fans that it is aproduct worth using
and builds trust in your brand. Seeing a celebrity attachtheir name to a product also
reassures consumers of the quality of yourproduct. The product which is lack of quality
then the trust and credibility willbe gone and the reputation will be at risk.
 Makes your brand stand out
Using a celebrity to represent you helps to differentiate your brand from the
competitors. It can improve ad recall, making consumer remember your ad andyour brand
is connected to their favorite celebrity.
 Opens up new markets
By choosing the right celebrity can open up your brand to the new markets.Some
celebrity will be brand ambassador for the product and can easily open up new market
from their goodwill. For example, when Nike wanted to expand from primarily
sponsoring tennis and track, they partnered with Michael Jordan – and this partnership
has been so successful it has expanded into its own subsidiary company.
 Breathe life into failing Brand
The use of a celebrity in an advertisement may also help to breathe life into
afailing brand. For example, a small group manufacturer might think aboutdropping a
brand or product, especially if production and overhead costs areleaving little or no
profit. However, the use of a celebrity to tout the benefitsof the brand could help to create
new interest and excitement in consumers.

2.11 Disadvantages of Celebrity Endorsement

 Celebrity images change

When you sign on to a celebrity to endorse your brand, you sign on toeverything
that comes with them. While this usually means bringing in someof their fan base as
customers, it can lead to disaster if a scandal occurs. Aprominent example of this was
Tiger Woods in 2009, when rumors of hisinfidelity surfaced and brands began to drop
him as a sponsor to avoid thebacklash from consumers. Nike didn’t immediately release
him as a sponsorand lost customers as a result.

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  Celebrities may eclipse your brand
Some celebrities are really huge and their popularity can instantly overshadow the
brand. If this happens, spending millions of dollars on such endorsements starts to make
no sense at all. Some advertisements even focus on celebrities too much, that there’s
absolutely no brand recall. Also, if the media is focusing more on the next movie of the
celebrity on your brand’s press meet, then this is a sign that you’ve made a wrong choice.
 Celebrity Endorsement are Expensive
Now this is a very obvious point. So unless you are ready to shed millions and
billions of dollars from your company’s revenue, don’t think about going down this road.
Celebrity marketing is a huge investment and then there’ll beno turning back.

2.12 Factors Affecting Celebrity Endorsement

 Celebrity Expertise:
The knowledge and skill level that the endorsers possess is known as expertise.
The ability of celebrities to provide to others on the basis of background, education, skill
or efficiency, thus consists a person's qualification. The expert celebrity consider more
persuasive and can have an effect on the decision to purchase goods than non-experts. It
is also a senior part of celebrity model. There is a positive relation between celebrity
expertise and consumer purchase.
 Attractiveness:
It is to attract audience to an endorser. Physical attractiveness of celebritypeople
are generally used in terms of attractive, stylish, classy, nice and sexy.Marketers believe
that if the attractive celebrity endorses in the beauty productadvertisement it increases the
chances of selling. Thus they can improve theimage of attractive brand. The beauty and
charisma of an attractive individualwill be more influence than un-attractive individual.
So the celebrity’s goodappearance will attract potential customer and makes more
confidence into thecustomer and convince them to be brand customer.
 Trustworthiness:
It is an indicator of an endorser’s believability and integrity. The most successful
and profitable way is to make the customer more trustful to enhance them to buy the
product. So the celebrity who is more trust worthiness is considered in the advertisement
of a brand. The celebrities’ good faith can affect the value understanding the customers

Page 22
 and purchase intention. Choosing more powerful trustworthiness celebrity can increase
the sales.
 The fit between endorser and endorsed product:
The effectiveness of endorsed product is inseparably connected to the degreein
which the image, personality, or expertise of the endorser fits the advertised product. The
congruency between endorser and endorsed product is anessential aspect of match-up
relationship. Friedman and Friedman (1979)investigated the effects of fit between
endorser type and endorsed type by examining with the product being endorsed. It is
often said that the endorser's image often influences the image of product he or she is
helping to promote.
 Celebrity popularity:
Most popular person it can be on the basis of attitude, fashion, which is likedby
many. On the basis of popularity people can increase the sales and canrecall the product.
 Experienced:
Experience can be defined as “The extent to which a communicator is perceived
to be a source of valid assertion”. If a celebrity is experienced in particular area which
makes celebrity a credible source as if athlete endorse shoes. For the successful
endorsement experience is accepted as a most significant component.
 Celebrity personality:
Personality of a celebrity is main domain in which public will attract fast.With a
positive personality of a celebrity the sales of a product will increase and they can recall
the brand. The negative personality will lead to a hugeloss.
 Multiple endorsements:
Multiple endorsements means both in terms of single celebrity endorsingmultiple
brands and multiple celebrities endorsing single brand. According toHsu and McDonald
“multiple celebrity endorsement advertising may help the advertiser to build a sense of
consensus, avoid audience boredom and appealto multiple audiences”. It is most effective
technique for the advertiser because by doing this it can influence and attract the target
market.
 Likeability:
Likeability refers to the affection towards the celebrity as a result of theirphysical
appearance and behavior. In addition, if people like the celebritythen they also like the

Page 23
 brand they endorse. Some celebrities are more like able because they have similar beliefs
of audience. People like to become like a celebrity. Their fame and success stories are
inspired for the followers. They want to become as a celebrity it can be on the basis of
intellectual, personality, skills, fashion or attitude.

Celebrity Expertise
Attractiveness
Trustworthiness
The fit between endorser and endorsed

PURCHASE INTENTION product

Celebrity Popularity
Experienced
Celebrity Personality
Multiple Endorsement
Likeability

Page 24
 CHAPTER- III
DATA ANALYSIS AND INTERPRETATION
The data collected from 60 samples are analyzed carefully and interpretations are made
accordingly. Diagrams such as bar diagram and pie chart used for this purpose.

GENDER WISE CLASSIFICATION OF RESPONDENTS

In order to study the influence of celebrity branding among college students, the
respondents were divided into male and female. The table shows the gender wise classification
of respondents participated in the survey.

TABLE 3.1 GENDER WISE CLASSIFICATION

GENDER FREQUENCY PERCENTAGE

MALE 30 50
FEMALE 30 50
TOTAL 60 100
Source: Primary data

GRAPH 3.1 GENDER WISE CLASSIFICATION

GENDER WISE CLASSIFICATION

60

50

40

30

20

10

0
MALE FEMALE

Number Percentage

Interpretation: From the above table and graph, it is evident that the collected sample is equally
distributed among male and female.

Page 25
 AGE WISE CLASSIFICATION OF RESPONDENTS

TABLE 3.2 AGE WISE CLASSIFICATION

AGE FREQUENCY PERCENTAGE

17 - 20 36 60
20 - 22 18 30
22 - 24 6 10
TOTAL 60 100
Source: Primary data

GRAPH 3.2 AGE WISE CLASSIFICATION

AGE WISE CLASSIFICATION

70

60

50

40

30

20

10

0
17 - 20 20 - 22 22 - 24

NUMBER PERCENTAGE

Interpretation: The table and graph clarifies that 60% of the respondents were at the age group of
17 – 20. 30% of the respondents were at the age group of 20 – 22. The remaining 10% of the
college students were at the age group 22 – 24.

Page 26
 ADVERTISEMENTS WERE SEEN FROM

TABLE 3.3 ADVERTISEMENTS WERE SEEN FROM

MEDIA FREQUENCY PERCENTAGE

Television 18 30
Newspaper 6 10
Social media 30 50
Others 6 10
TOTAL 60 100
Source: Primary data

GRAPH 3.3 ADVERTISEMENTS WERE SEEN FROM

ADVERTISEMENTS WERE SEEN FROM

TELEVISION NEWS PAPER SOCIAL MEDIA OTHERS

10%

30%

50% 10%

Interpretation: From the collected samples, it can be interpreted that 50% of the college students
were come advertisements from Social media, 30% of the respondents from Television. Only
10% of them agreed that Newspaper brings them the advertisements.

Page 27
 CATEGORY OF ADVERTISEMENTS CRITICALLY OBSERVES

TABLE 3.4 CATEGORY OF ADVERTISEMENTS CRITICALLY OBSERVES

CATEGORY FREQUENCY PERCENTAGE

Clothing 24 40
Appliances 18 30
Lifestyle 12 20
Others 6 10
TOTAL 60 100
Source: Primary data

GRAPH 3.4 CATEGORY OF ADVERTISEMENTS CRITICALLY OBSERVES

CATEGORY OF ADVERTISEMENTS
45

40

35

30

25

20

15

10

0
CLOTHING APPLIANCES LIFESTYLES OTHERS

NUMBER OF RESPONDENTS PERCENTAGE

Interpretation: Clothing advertisements were seen by 40% respondents, 30% were interested in
appliances and 20% respondents were attracted towards lifestyle advertisements.

Page 28
 TYPE OF ADVERTISEMENTS THAT INFLUENCE MOST

TABLE 3.5 TYPE OF ADVERTISEMENTS THAT INFLUENCE

TYPES FREQUENCY PERCENTAGE

Celebrity ads 42 70
Cartoon ads 12 20
Normal ads 3 5
Technical ads 3 5
TOTAL 60 100
Source: Primary data

GRAPH 3.5 TYPE OF ADVERTISEMENTS THAT INFLUENCE

TYPE OF ADVERTISEMENTS THAT INFLUENCE

CELEBRITY ADS CARTOON ADS NORMAL ADS TECHNICAL ADS

5%
5%

20%

70%

Interpretation: 70% of the respondents interested to watch celebrity advertisements and cartoon
ads were watched by 20%. Remaining 10% of respondents equally watching normal and
technical advertisements.

Page 29
 ATTRACTION IN ADVERTISEMENTS

TABLE 3.6 ATTRACTIVE ADVERTISEMENTS

ATTRACTION FREQUENCY PERCENTAGE

Celebrity Advertisement 36 60
Non Celebrity Advertisement 12 20
Price and quality 12 20
Others 0 0
TOTAL 60 100
Source: Primary data

GRAPH 3.6 ATTRACTIVE ADVERTISEMENTS

ATTRACTIVE ADVERTISEMENTS
70

60

50

40

30

20

10

0
CELEBRITY NON CELEBRITY PRICE AND QUALITY OTHERS

NUMBER OF RESPONDENTS PERCENTAGE

Interpretation: 60% of the respondents interested towards celebrity advertisements and 20% were
interested to non-celebrity advertisements. Remaining 20% of respondents attracted to price and
quality.

Page 30
 FACTORS THAT INFLUENCE PURCHASE DECISION

TABLE 3.7 FACTORS INFLUENCING PURCHASE DECISION

FACTORS FREQUENCY PERCENTAGE

Celebrities in ads 24 40
Familiar brand 24 40
Interesting ads 3 5
Other factors 9 15
TOTAL 60 100
Source: Primary data

GRAPH 3.7 FACTORS INFLUENCING PURCHASE DECISION

FACTORS INFLUENCING PURCHASE DECISION

45

40

35

30

25

20

15

10

0
CELEBRITIES FAMILIAR BRAND INTERESTING ADS OTHERS

NUMBER OF RESPONDENTS PERCENTAGE

Interpretation: 40% each of the respondents agreed that they purchases products by looking
celebrities and familiarity in brand. 5% of them follow interesting advertisements and remaining
look for other factors.

Page 31
 IMPACT OF CELEBRITY ON BUYING DECISION

TABLE 3.8 IMPACT OF CELEBRITY ON BUYING DECISION

DOES IMPACT FREQUENCY PERCENTAGE

Yes 39 65
No 21 35
TOTAL 60 100
Source: Primary data

GRAPH 3.8 IMPACT OF CELEBRITY ON BUYING DECISION

IMPACT OF CELEBRITY ON BUYING DECISION

70

60

50

40

30

20

10

0
YES NO

NUMBER OF RESPONDENTS PERCENTAGE

Interpretation: 65% of the college students agreed that celebrity have some impact on their
buying decision and remaining 35% tells celebrities have no impact on their buying decision.

Page 32
 ADVANTAGES OF CELEBRITY ADVERTISEMENT

TABLE 3.9 ADVANTAGES OF CELEBRITY ADVERTISEMENT

ADVATAGES FREQUENCY PERCENTAGE

Recognition of new needs 15 25
Identification of choices 9 15
Knowledge of products 21 35
Raising awareness 15 25
TOTAL 60 100
Source: Primary data

GRAPH 3.9 ADVANTAGES OF CELEBRITY ADVERTISEMENT

ADVANTAGES OF CELEBRITY ADVERTISEMENT

35

30

25

20

15

10

0
RECOGNITION OF IDENTIFICATION OF KNOWLEDGE OF RAISING
NEW NEEDS CHOICES PRODUCTS AWARENESS

NUMBER OF RESPONDENTS PERCENTAGE

Interpretation: Table and graph shows that 25% of the respondents were agreed that celebrity
advertisements advantaged them in recognition of new needs. 15% of them claimed that
identification of the choices is the main advantage. 35% of them tells that they can grab
knowledge about the product through celebrity advertisements and remaining 25% of the
respondents agreed that they can raise awareness through celebrity advertisements.

Page 33
 CELEBRITY ADVERTISEMENT ARE MORE EFFECTIVE

TABLE 3.10 CELEBRITY ADVERTISEMENTS ARE MORE EFFECTIVE

OPTIONS FREQUENCY PERCENTAGE

Yes 42 70
No 18 30
TOTAL 60 100
Source: Primary data

GRAPH 3.10 CELEBRITY ADVERTISEMENTS ARE MORE EFFECTIVE

CELEBRITY ADVERTISEMENTS ARE MORE

EFFECTIVE

NO
30%

YES
70%

Interpretation: 70% of the respondents were agreed that celebrity advertisements were more
effective than those with no celebrities.

Page 34
 CELEBRITY ADVERTISEMENTS AFFECTS LIFESTYLE CHOICES

TABLE 3.11 CELEBRITY ADVERTISEMENTS AFFECTS LIFESTYLE CHOICES

OPTIONS FREQUENCY PERCENTAGE

Yes 48 80
No 12 20
TOTAL 60 100
Source: Primary data

GRAPH 3.11 CELEBRITY ADVERTISEMENTS AFFECTS LIFESTYLE CHOICES

AFFECT LIFESTYLE CHOICES

NO
20%

YES
80%

Interpretation: While enquiring about the lifestyle choices, 80% of the respondents were agreed
that the celebrity advertisements affects the lifestyle choices and the remaining 20% tells, it
doesn’t affect their lifestyle choices.

Page 35
 CELEBRITY ADVERTISEMENTS BECOME MORE EFFECTIVE

TABLE 3.12 CELEBRITY ADVERTISEMENTS BECOME MORE EFFECTIVE AT THE

TIME OF

OPTIONS FREQUENCY PERCENTAGE

New product launch 24 40
Sales promotion 18 30
Product feature ads 9 15
Public relations 9 15
TOTAL 60 100
Source: Primary data

GRAPH 3.12 CELEBRITY ADVERTISEMENTS BECOME MORE EFFECTIVE AT THE

TIME OF

SUITABILITY OF CELEBRITY ADVERTISEMENTS

45
40
35
30
25
20
15
10
5
0
NEW PRODUCT SALES PROMOTION PRODUCT FEATURE PUBLIC RELATIONS
LAUNCH ADS

FREQUENCY PERCENTAGE

Interpretation: 40% of the respondents marked their opinion as, new product launch is the most
suitable time for celebrity advertisements. 30% of the students responded that it can act as a sales
promotion tool. 15% each of the respondents agreed that it is suitable for product feature ads and
public relation ads.

INFLUENCE OF SOCIAL MEDIA ADVERTISEMENTS

Page 36
TABLE 3.13 INFLUENCE OF SOCIAL MEDIA ADVERTISEMENTS

OPTIONS FREQUENCY PERCENTAGE

Yes 36 60
No 24 40
TOTAL 60 100
Source: Primary data

GRAPH 3.13 INFLUENCE OF SOCIAL MEDIA ADVERTISEMENTS

INFLUENCE OF SOCIAL MEDIA

70

60

50

40

30

20

10

0
YES NO

FREQUENCY PERCENTAGE

Interpretation: While asking about the influence of social media in decision making, 60% of the
respondents were agreed that they were influenced by social media and the remaining 40% has
no influence on the social media.

DOES CELEBRITY ADVERTISEMENTS PROMOTE ONLINE SHOPPING

Page 37
TABLE 3.14 PROMOTION OF ONLINE SHOPPING THROUGH CELEBRITY
ADVERTISEMENTS

OPTIONS FREQUENCY PERCENTAGE

Yes 36 60
No 24 40
TOTAL 60 100
Source: Primary data

GRAPH 3.14 PROMOTION OF ONLINE SHOPPING THROUGH CELEBRITY

ADVERTISEMENTS

PROMOTION OF ONLINE SHOPPING THROUGH

CELEBRITY ADVERTISEMENTS
70

60

50

40

30

20

10

0
YES NO

FREQUENCY PERCENTAGE

Interpretation: While asking about the promotion of online shopping through celebrity
advertisements, 60% of the respondents were agreed that it can be promoted trough celebrity
advertisements and the remaining 40% were not agreed so.

MOST INFLUENTIAL CELEBRITIES IN ADVERTISEMENTS

Page 38
TABLE 3.15 MOST INFLUENTIAL CELEBRITIES IN ADVERTISEMENTS

OPTIONS FREQUENCY PERCENTAGE

Sports persons 24 40
Actors 24 40
Public figures 9 15
Others 3 5
TOTAL 60 100
Source: Primary data

GRAPH 3.15 MOST INFLUENTIAL CELEBRITIES IN ADVERTISEMENTS

INFLUENTIAL CELEBRITIES IN ADVERTISEMENTS

45

40

35

30

25

20

15

10

0
SPORTS PERSONS ACTORS PUBLIC FIGURES OTHERS

FREQUENCY PERCENTAGE

Interpretation: 24% each of the respondents agreed that sports persons and actors were the most
influential celebrities in advertisements. 15% of them choose public figures and remaining 5%
goes with others.

CELEBRITY ADVERTISEMENTS ARE UNDERSTANDABLE AND RELEVANT

Page 39
TABLE 3.16 CELEBRITY ADVERTISEMENTS ARE UNDERSTANDABLE AND
RELEVANT

OPTIONS FREQUENCY PERCENTAGE

Yes 39 65
No 21 35
TOTAL 60 100
Source: Primary data

GRAPH 3.16 CELEBRITY ADVERTISEMENTS ARE UNDERSTANDABLE AND

RELEVANT

CELEBRITY ADS ARE UNDERSTANDABLE AND

RELEVANT
70

60

50

40

30

20

10

0
YES NO

FREQUENCY PERCENTAGE

Interpretation: Out of the 60 respondents, 39 of them agreed that celebrity advertisements are
understandable and relevant. Remaining 21 respondents marked that they are not understandable
and relevant.

SATISFIED WITH THE RECENT PURCHASE BASED ON ADVERTISING

Page 40
TABLE 3.17 SATISFACTION OF RECENT PURCHASE

OPTIONS FREQUENCY PERCENTAGE

Yes 42 70
No 18 30
TOTAL 60 100
Source: Primary data

GRAPH 3.17 SATISFACTION OF RECENT PURCHASE

SATISFACTION OF RECENT PURCHASE

80

70

60

50

40

30

20

10

0
YES NO

FREQUENCY PERCENTAGE

Interpretation: Out of the 60 respondents, 42 of them agreed that they were satisfied with the
recent purchase they made based on the advertisement. Remaining 18 respondents marked that
they are not satisfied with the purchase.

CELEBRITY ADVERTISING PUT FORWARD

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TABLE 3.18 CELEBRITY ADVERTISING PUT FORWARD

OPTIONS FREQUENCY PERCENTAGE

Quality product 18 30
Assurance and safety 12 20
Brand equity 24 40
Others 6 10
TOTAL 60 100
Source: Primary data

TABLE 3.18 CELEBRITY ADVERTISING PUT FORWARD

CELEBRITY BRANDING PUT FORWARD

10%
QUALITY PRODUCT
30% ASSURANCE AND SAFETY
BRAND EQUITY
OTHERS
40%

20%

Interpretation: 30% of the respondents were agreed that celebrity branding put forward quality
product. 20% of them have the opinion that they are come up with assurance and safety. 40% of
the participants go with brand equity and remaining chose other factors.

CELEBRITY ADVERTISING CHANGED THE PERSPECTIVE OF A PRODUCT

TABLE 3.19 CHANGE OF PERSPECTIVE OF A PRODUCT

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 OPTIONS FREQUENCY PERCENTAGE
Yes 36 60
No 24 40
TOTAL 60 100
Source: Primary data

GRAPH 3.19 CHANGE OF PERSPECTIVE OF A PRODUCT

HAS CELEBRITY ADVERTISING CHANGED THE

PERSPECTIVE OF A PRODUCT
70

60

50

40

30

20

10

0
YES NO

FREQUENCY PERCENTAGE

Interpretation: From the question relating to change of perspective of a product according to

celebrity branding 60% of the respondents were agreed that it changed the perspective and other
40% of the respondents were on the opposite side.

INFLUENTIAL CELEBRITY ADVERTISEMENTS

TABLE 3.20 INFLUENTIAL FIELD OF CELEBRITY ADVERTISEMENTS

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 OPTIONS FREQUENCY PERCENTAGE
Beauty and cosmetics 30 50
Fashion 24 40
Banking & Insurance 3 5
Others 3 5
TOTAL 60 100
Source: Primary data

TABLE 3.20 INFLUENTIAL FIELD OF CELEBRITY ADVERTISEMENTS

INFLUENTIAL CELEBRITY AD-

VERTISEMENTS
60

50

40

30

20

10

0
BEAUTY & COSMENTICS FASHION BANKING & INSURANCE OTHERS

FREQUENCY PERCENTAGE

Interpretation: Beauty and cosmetics related celebrity branding influenced 50% of the
respondents which is higher than fashion (40%). Only 5% each of respondents marked other two
options.

CELEBRITY BRANDING INCREASES THE TRUST IN BRANDS

TABLE 3.21 CELEBRITY BRANDING INCREASES TRUST IN BRANDS

OPTIONS FREQUENCY PERCENTAGE

Page 44
 Yes 36 60
No 24 40
TOTAL 60 100
Source: Primary data

GRAPH 3.21 CELEBRITY BRANDING INCREASES TRUST IN BRANDS

CELEBRITY BRANDING INCREASES TRUST IN

BRANDS
70

60

50

40

30

20

10

0
YES NO

FREQUENCY PERCENTAGE

Interpretation: 60% of the respondents were agreed that the celebrity branding will increase the
trust of people in brands and remaining 40% of them doesn’t agreed so.

INFLUENCE OF GENDER OF THE CELEBRITY IN THE PROMOTION OF

PRODUCT

TABLE 3.22 INFLUENCE OF GENDER OF THE CELEBRITY

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 OPTIONS FREQUENCY PERCENTAGE
Yes 45 75
No 15 25
TOTAL 60 100
Source: Primary data

GRAPH 3.22 INFLUENCE OF GENDER OF THE CELEBRITY

INFLUENCE OF GENDER OF THE CELEBRITY

YES NO

25%

75%

Interpretation: 75% of the college students pointed out that the gender of the celebrity who took
part in the advertisement have an influence in the promotion of the product.

NEGATIVE IMPACT OF CELEBRITY ADVERTISEMENTS

TABLE 3.23 NEGATIVE IMPACT OF CELEBRITY ADVERTISEMENTS

OPTIONS FREQUENCY PERCENTAGE

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 Exaggeration 36 60
Deception 6 10
Misleading 12 20
Explicit content 6 10
TOTAL 60 100
Source: Primary data

GRAPH 3.23 NEGATIVE IMPACT OF CELEBRITY ADVERTISEMENTS

NEGATIVE IMPACT OF CELEBRITY ADVER-

TISEMENTS
70

60

50

40

30

20

10

0
EXAGGERATION DECEPTION MISLEADING EXPLICIT CONTENT

FREQUENCY PERCENTAGE

Interpretation: 36 out of 60 college students agreed that exaggeration is the main negative impact
of celebrity branding. Deception, Misleading and Explicit content selected 10%, 20%, 10%
respondents respectively.

ADVERTISEMENTS RELATING TO TOBOCCO AND OTHER PRODUCTS

DECREASES THE CREDIBILITY OF CELEBRITY

TABLE 3.24 ADVERTISEMENTS RELATING TO TOBOCCO AND OTHER PRODUCTS

DECREASES THE CREDIBILITY OF CELEBRITY

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 OPTIONS FREQUENCY PERCENTAGE
Yes 45 75
No 15 25
TOTAL 60 100
Source: Primary data

GRAPH 3.24 ADVERTISEMENTS RELATING TO TOBOCCO AND OTHER PRODUCTS

DECREASES THE CREDIBILITY OF CELEBRITY

ADVERTISEMENTS RELATING TO TOBOCCO AND OTHER

PRODUCTS DECREASES THE CREDIBILITY OF CELEBRITY
80

70

60

50

40

30

20

10

0
YES NO

FREQUENCY PERCENTAGE

Interpretation: 75% of the respondents were agreed that advertisements relating to tobacco and
other products decreases the credibility of celebrities. Remaining 25% pointed out that it doesn’t
affect the credibility.

FREQUENT CHANGE OF CELEBRITIES AFFECT THE BUYING DECISIONS

TABLE 3.25 FREQUENT CHANGE OF CELEBRITIES AFFECT THE BUYING DECISIONS

OPTIONS FREQUENCY PERCENTAGE

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 Yes 36 60
No 24 40
TOTAL 60 100
Source: Primary data

TABLE 3.25 FREQUENT CHANGE OF CELEBRITIES AFFECT THE BUYING DECISIONS

CHANGE OF CELEBRITY AFFECT BUYING

NO
40%

YES
60%

Interpretation: 60% of the respondents were agreed that frequent changes in celebrities in
advertising affect the buying decisions.

CELEBRITIES WITH SOME SINCERE AND RELIABLE IMAGES ARE MOST

APPRECIATED

TABLE 3.26 CELEBRITIES WITH SOME SINCERE AND RELIABLE IMAGES ARE MOST
APPRECIATED.

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 OPTIONS FREQUENCY PERCENTAGE
Strongly Agree 24 40
Agree 12 20
Neutral 12 20
Disagree 6 10
Strongly Disagree 6 10
TOTAL 60 100
Source: Primary data

GRAPH 3.26 CELEBRITIES WITH SOME SINCERE AND RELIABLE IMAGES ARE
MOST APPRECIATED .

SINCERE AND RELIABLE IMAGES ARE MOST

APPRECIATED
45
40
35
30
25
20
15
10
5
0
STRONGLY AGREE AGREE NEUTRAL DISAGREE STRONGLY
DISAGREE

FREQUENCY PERCENTAGE

Interpretation: 40% of the respondents strongly agreed that, they were appreciated celebrities
with some sincere and reliable images. 20% of them agreed with the statement and 20% of them
stands neutral. 10% each of the respondents were disagree and strongly disagree the statement.

CHAPTER- IV

FINDINGS, SUGGESTIONS AND CONCLUSION

4.1 FINDINGS

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Following are the major findings of the study.

 50% of the respondents were males and the remaining were females.
 Majority of the respondents were at the age group of 17 – 20, which is 60% of the total
samples.
 A large majority of the students were listen advertisements from social media and
television.
 Clothing and Appliances advertisements were mostly attracting from the part of the
respondents.
 A giant majority of the respondents were interested in celebrity advertisements, which is
70%.
 Majority of the respondents were interested to celebrity advertisements.
 On analyzing the response about factors influencing purchase decision, it is evident that
celebrity in advertisements and familiar brands were the major factors of purchase
decision.
 Majority of the respondents were agreed that celebrity in the advertisements have an
impact on the buying decision.
 Majority of the respondents were claimed that, they came across the knowledge about
product through celebrity advertisement.
 A large majority of the respondents were agreed that the advertisements with celebrities
are more effective than those with no celebrities.
 80% of the respondents were agreed that the celebrity advertisements affect the lifestyle
choices. So it is concluded that celebrity advertising affect the lifestyle choices.
 From the opinion of the respondents, it is evident that the celebrity advertisements is
suitable at the time of new product launch. It can also use as a sales promotion tool.
 A large majority of the respondents agreed that they were influenced by the social media
on decision making.
 It is evident that online shopping can be promoted through celebrity advertisements
because 60% of the respondents agreed so.
 From the study it is evident that sports persons and actors were the most influential
celebrities in advertisements.
 It is found out that celebrity advertisements are understandable and relevant.

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  A vast majority of the respondents were satisfied with the recent purchase they made
based on advertisement. It means that celebrity advertisements are capable of being
satisfied to the customers.
 From the study it is evident that brand equity is the main factor put forward by celebrity
branding.
 From the study it is found out that the celebrity branding changed the perspective of a
product.
 From the study it is evident that most of the college students are influenced by beauty &
cosmetics and fashion related celebrity branding ( about 90% of the total sample)
 60% of the respondents agreed that the celebrity branding increases the trust in brands.
 A large majority of the students responded that the gender of the celebrity have an
influence in the promotion of a product.
 From the responses, we can generalize that exaggeration is the main negative impact of
celebrity branding.
 It is evident that the frequent changes of celebrities in advertising affect the buying
decisions of the customers.
 It is found out that the celebrities with some sincere and reliable images are most
appreciated by the students.

4.2 SUGGESTIONS

Following are the major suggestions provided;

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  The advertisement must make sure that the endorser also uses Branded products which
they themselves endorse.
 The celebrities should not endorse any product just to manipulate the mind of consumer.
They must be truthful to their words.
 Make sure that celebrity branding done not to enhance price.
 Celebrity branding will be more effective when the ad execution is simple, clean and free
of irrelevant design elements and the ad characterizes catchy themes associated with the
personality of the celebrity.
 Celebrity endorsements will be more effective when using a celebrity who is not already
strongly associated with another product or service.
 Celebrity branding will be more effective when there are not frequent changes in
celebrities who are endorsing the products because that would further enhance the recall
ability of the brand.
 It is also important that a celebrity has to have their image aligned with the brand’s image
to be believable to consumers. As long as companies have an interesting marketing
strategy paired with the right celebrity, their representative and endorsement has an
overall positive impact.

4.3 CONCLUSION

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 The present study has tried to explore the viewpoints of the youngsters in order to assess
whether the skyrocketing amounts spent on these celebrities are worthful. It has been revealed
during the study that whooping amounts being paid by the marketers to these celebrities are
some where influential. The results show that students are being affected by the presence of
celebrities. Celebrities to a vast extent impacts a person’s purchasing decision, it helps in brand
recognition, brand recall and building up the image of the product. It is believed that products
endorsed by the celebrities are of good quality also the case studies presented in the paper
supports the results drawn. Endorsements can be more effective if celebrities themselves assure
that they are using the brand they endorse and thereby assure about the genuineness of the
product. This research has established the fact that the celebrity endorsed advertisements are
more influential than the non- celebrity endorsed advertisements, similarly celebrity
advertisements are more effective in TV when compared to any other medium. By the analysis of
respondent’s opinion, it can be concluded that than the highest relationship existed between the
celebrity expertise and buying behavior and the lowest relationship existed between celebrity
popularity and buying behavior. Hence we can conclude that there is a strong significant
relationship between celebrity branding and buying behavior. The study clearly shows that
celebrity branding function will help to boost up the sales of endorsed brands as people like to
buy the brand more if branded by their favorite celebrity.

BIBLIOGRAPHY

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Books:

 KatrinNeubauer, “Celebrity Endorsement. Why do consumers like celebrity endorsers?”

Business and economics, 2015.
 ManinderSingh,”Celebrity endorsement and purchase decisions in India” Lambert
Academic Publishing, 2012.

Journals:

 Shivera, David H and BenedikteAustad (2004) “Factors Predicting the Effectiveness of

Celebrity Endorsement Advertisement”. European Journal of Marketing, 38 (11/12); 1509-
1526.
 Khatri Puja (2006) “Celebrity Endorsement: A Strategic Promotion Perspective”.
 Ainsworth Anthony Bailey (2007) “Public Information and Consumer Scepticism Effects
on Celebrity Endorsement: Studies among Young Consumers”. Journal of Marketing
Communications, Vol 13, No. 2, p 85-107.
 Roozen I. and Claeys C. (2010), “The Relative Effectiveness of Celebrity Endorsement for
Print Advertisement”. Review of Business and Economics, P 77-89. 52.
 Rosca V. (2010), “Celebrity Endorsement in Advertising”. Management And Marketing
Journal, Vol VIII, Issue 2, p 365-372.
 Wang, Cheng and Chu (2012), “Effect of celebrity endorsements on consumers purchase
intentions: Advertising effect and advertising appeals as mediators”. Human Factors And
Ergonomics In Marketing, Vol 23, Issue 5, p 357-367.
 Shukre A. and Dugar N. (2013), “Effect of Celebrity Endorsements on Consumers’
Decision-Making Processes: A Study of Television Advertisements for Selected FMCG
Products”. International Journal of Management Review, Vol 01, Issue 01.
 Randhawa A. and Khan J. A. (2014), “Impact of Celebrity Endorsement on Consumer
Buying Behaviour”. International Journal of Business Management, Vol 1(2), p 170-188.
 Israel Kofi Nyarko and Vincent Asimah (2015), “The Influence of Celebrity Endorsement
on the Buying Behaviour of the Ghanaian Youth: A study of Fan Milk Ghana”.
International Journal of Business and Management Review, Vol 3, No. 10, p 83-98.
 Danish Hussain and Kaleem M. Khan (2017), “Understanding the Effectiveness of
Celebrity Endorsement”. Journal of Advertising Research, Vol 9, Issue 1, P 44-59.

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  Mrs.Deepa L. and Dr. Giridhar K.V (2018), “Celebrity Endorsement and its Impact on
Buying Behaviour of College Students: A Study in Shivamogga City”. International
Journal Of Research In Social Science, Vol 8, Issue 2, p 194-203. 53
 Abbas A, Afshan G, Aslam I and Ewaz L (2018), “The Effect of Celebrity Endorsement on
Customer Purchase Intention: A Comparative Study”. Current Economics & Management
Research, 4(1), p 1-10.
 ChokriKooli, Ahmed Al Habsi and Riad (2018), “Celebrity Endorsement and its Effect:
Arabic World Perspectives”. International Journal of Advanced Research, 6(2), P 182-188.
 P. VenkataSubbiah and A.S Sathish (2020), “Exploring the influences of celebrity
endorsement on purchase intention and brand loyalty among rural youth”. Journal of
Critical Reviews, Vol 7, Issue 6, p 426-431.
 Zheyin J.G.(2005), celebrity endorsement can be used as longterm or short-term strategies.
 Sudath Weerasiri and Renukha PushpanjaleeHerath(2017) “The impact of celebrity
endorsement toward brand image with special reference to men ‘s wear apparel in Sri
Lanka”

Sites:

 http://en.m.wikipedia.org/wiki/Celebrity
 https://baerpm.com

QUESTIONNAIRE

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 “A STUDY ON THE IMPACT OF CELEBRITY ADVERTISING ON BUYING
INTENTION AND BRAND FAMILIARITY”

Dear respondent, this survey is being conducted to know how celebrity branding influence the
buying behavior of college students as a part of my project. The information you provided will
be kept confidential and will be used for academic purpose only. Please indicate your response
using a tick mark.

Thank you for your co-operation.

BACKGROUND INFORMATION

1. Name: …………………………………
2. Place: ………………………………….
3. Age:
4. Sex:
Male
Female
5. Occupation: …………………………..

PROJECT INFORMATION

6. Where do you come across advertisements?

Television
Newspaper
Social media
Others
7. What category of advertisements do you observe critically
Clothing
Appliances
Lifestyle
Others
8. Which type of advertisements influence you the most
Celebrity ads
Cartoon ads

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 Normal ads
Technical ads
9. What attracts you more?
Celebrity Advertisement
Non Celebrity Advertisement
Price and Quality
Other
10. What factors influence your purchasing decisions at first look
Celebrities in the advertisements
Familiar brand
Advertisement is interesting
Other factors
11. Does celebrity have an impact on your buying decisions
Yes
No
12. What are the advantages of celebrity advertisements
Recognition of new needs
Identification of choices
Knowledge of products
Raising awareness
13. Do you think that ads having celebrities are more effective than those which don’t?
Yes
No
14. Does celebrity advertising affect your lifestyle choices
Yes
No
15. When is celebrity advertising more effective
New product launch
Sales promotion
Product feature ads
Public relations

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 16. Does social media advertisements influence your decision making
Yes
No
17. Does celebrity branding promote online shopping
Yes
No
18. Who are the most influential celebrities in advertising
Sports person
Actors
Public figures
Others
19. Is celebrity ads understandable and relevant
Yes
No
20. Are you satisfied with the product which you purchased recently based on advertising?
Yes
No
21. What does celebrity branding put forward?
Quality product
Assurance and safety
Brand equity
Others
22. Has celebrity advertising changed your perspective of a product?
Yes
No
23. In which field is celebrity advertising more influential?
Beauty and cosmetics
Fashion
Banking and insurance
Others

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 24. Does celebrity advertising Increase the trust in brands?
Yes
No
25. Does the gender of the celebrity influence the promotion of certain products?
Yes
No
26. What are the negative impact of celebrity advertisements?
Exaggeration
Deception
Misleading
Explicit content
27. Does advertisements relating to tobacco and other products decrease the credibility of
celebrity?
Yes
No
28. Does frequent changes of celebrities in advertising affect the buying decisions?
Yes
No
29. Celebrities with some sincere and reliable images are most appreciated by you?
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree

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