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- Title
A LITERATURE REVIEW ON EFFECTIVENESS OF CELEBRITY ENDORSEMENT FOR THE SOCIAL CAUSE.
- Authors
KUMAR, A. PRABHU; KALIDAS, K.; ABBAS, JAVID
- Abstract
Marketers overtly acknowledge the power of celebrity in influencing buyer's purchase decision. From the theory and practice it is evident that the use of stars and their unleashing power can generate a lot of publicity and attention for the publicity of a social cause. But the underlying questions are do these stars really help a social cause by increasing awareness about it? On the other hand, can they really have an impact on their fans willingness to take voluntary participation for social cause? Keeping these lines in mind this study explores the increasing appearance of celebrity endorsement and their role in advancing for social causes and their accomplishments in shaping consumer behaviour. The rise of celebrities endorsing brands has been steadily increasing over the past 30 years or so. They have firm believe that likeability or a favourable attitude towards a brand is created by the use of a celebrity. Today, celebrities from various fields like the celluloid world and sports are being hired to act as brand ambassadors to promote products, services, television game shows, tournaments and even social cause, meaning their role is getting extended into the real world beyond films, studios, ramps and sports grounds. They are now appearing in hard news stories, pictured performing mundane daily activities, and seen supporting various causes.
- Subjects
ADVERTISING endorsements; SOCIAL marketing; CELEBRITIES; CONSUMER behavior; PUBLICITY
- Publication
CLEAR International Journal of Research in Commerce & Management, 2016, Vol 7, Issue 3, p1
- ISSN
2249-4561
- Publication type
Article