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Celebrity Endorsement: An Effective Marketing Tool

International Journal of Management Prudence

Volume 5 Issue 2

Published: 2013
Author(s) Name: Amishi Arora, Khushbu Sahu | Author(s) Affiliation:
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Abstract

In this modern world every businessman wants to be in the top position in his sector and become the number one company. For achieving this goal they make their product more colorful and noticeable by the help of attractive advertisements. But it is not necessary that audience notice all the commercials on magazines, newspaper or viewing TV. Marketers are very well aware about the nature of their consumer and came with a strategy of catching more and more attention. This strategy is known as Celebrity endorsement. Thus, celebrity endorsement in advertisement and its impact has great importance. In this study researcher mainly concentrates on effect of Celebrity Endorsement on brand image, brand awareness and product sales.

Keywords: Celebrity endorsement, Brand Image, Product Promotion, Brand and Advertising

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