“AFFECT OF BRANDING ON
CONSUMER PURCHASE
DECISION IN FMCG GOODS
AND DURABLE GOODS”
FACULTY GUIDE NAME :- Dr. Arvind Kr Shukla
STUDENT NAME :- Arpit Agarwal
COURSE :- BBA
ROLL NO. :- 1710101022
STUDENT ID :- BB2017023
INTRODUCTION
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. Marketers use celebrity endorsers in hopes that the positive images 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 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.
HISTORY
Through the 1760s, royal endorsements were used as a type of
celebrity branding to promote products. The first product that used
celebrity endorsements was in the 1760s, where
Josiah Wedgwood and Sons, producers of pottery and chinaware,
used royal endorsements as a marketing device to show value in the
company and promote others their product ("Celebrity Endorsement
– Throughout the Ages, "2004).
Brand Image
• There is a high focus placed upon the importance of choosing a reliable,
trustworthy celebrity to endorse or sponsor a company's product, while still
balancing the celebrity's attractiveness, power, and similarity of the celebrity's
public image with the company's overall current, or intended brand image.
• Brand image can be described as "the set of beliefs held about a particular
brand" (Kotler, 1988). Research carried out by Keller & Aaker in 1992 suggests
that a brand with better positive brand image and attitudes is more likely to
achieve heightened development within their relevant market. (Keller &
Aaker, 1992). Therefore, choosing a celebrity who is going to beneficially
contribute to the existing or intended image and attitudes of the brand is vital
to ensure the success of the celebrity branding.
LITERATURE REVIEW
S.NO. APA
1. Mehdi Zahaf, James Anderson “Causality effects between celebrity endorsement and the intentions to buy”
(30 December 2008)
2. Rizwan Raheem Ahmed, Sumeet Kumar Seedani, Manoj Kumar Ahuja, Sagar Kumar Paryani (September
2015)
3. Pei-Shan Wei , Hsi-Peng Lu “An examination of the celebrity endorsements and online customer reviews
influence female consumers’ shopping behavior” (15 September 2012)
4. Lalitha Balakrishnan and C.Shalini Kumar “Effect of Celebrity Based Advertisements on the Purchase
Attitude of Consumers towards Durable Products” (May 2011)
5. Syed Rameez ul Hassana, Raja Ahmed Jamil “Influence of Celebrity Endorsement on Consumer Purchase
Intention for Existing Products” (January 2014)
6. Karen E. Lear, Karen E. Lear, William H. Whitaker “Sports celebrity endorsements in retail products
advertising” (March 2009)
Contd…
S.NO. APA
7. Djafarova, Elmira and Rushworth, Chloe “Exploring the credibility of online celebrities’ Instagram profiles in
influencing the purchase decisions of young female users” (2017)
8. Alan J. Bush, Craig A. Martin, Victoria D. Bush Sports “Celebrity Influence on the Behavioral Intentions of
Generation Y” (March 2004)
9. Nathalie Fleck, Michael Korchia, Isabelle Le Roy “Celebrities in Advertising: Looking for Congruence or
Likability” (September 2012)
10. Naveen Rai (April 2013) Florian v. Wangenheim,Toma´s Bayo´n “impact of advertising on consumer
behaviour and attitude with reference to consumer durables” (March 2003)
11. Joshua Shuart “Heroes in Sport: Assessing Celebrity Endorser Effectiveness” (2007)
12. Dr. Puja Khatri “Celebrity Endorsement :A Strategic Promotion Perspective” (July-Dec. 2006)
Contd…
S.NO. APA
13. Amanda Spry,Ravi Pappu,T. Bettina Cornwell “Celebrity endorsement, brand credibility and brand equity”
(January 2009)
14. Qurat-Ul-Ain Zafar, Mahira Rafique “Impact of Celebrity Advertisement on Customers’ Brand Perception
and Purchase Intention”
15. Dr. Hsinkuang Chi, Dr. Huery Ren Yeh, Yi Ching Tsai “The Influences of Perceived Value on Consumer
Purchase Intention: The Moderating Effect of Advertising Endorser”
16. OGUNSIJI, A. Sola “The Impact of Celebrity Endorsement on Strategic Brand Management”(March 2012)
17. Supreet Kaur , Ankit Garg “celebrity endorsement and buying behavior: a study of panjab university
students” (November, 2016)
Contd…
S.NO. APA
18. Muhammad Amir Adam and Nazish Hussain “Impact of Celebrity Endorsement on Consumer Buying
Behavior” (April 2017)
19. Ali Ahmed ,Farhan Azmat Mir ,Omer Farooq “effect of celebrity endorsement on customers’ buying
behavior; a perspective from pakistan” (september 2012)
20. Dr. Parul Deshwal “impact of celebrity endorsement on sales” (December 2015)
21. Ms. Anmol Randhawa,Mr. Javeed Ahmed Khan “Impact of Celebrity Endorsement on Consumer Buying
Behaviour” (2014)
22. Usman Ghani and Tatara Kakakhel “The Impact of Celebrity Endorsement on the Youth of Pakistan” (2011)
23. Roshan Priyankara, Sudath Weerasiri, Ravindra Dissanayaka, Manoj Jinadasa “Celebrity Endorsement and
Consumer Buying Intention With Relation to the Television Advertisement for Perfumes” (Mar.-Apr. 2017)
OBJECTIVES
Main objective
To analyze the affect of celebrity endorsement on the buying
intention of customers.
Sub objective
To investigate the various dimensions of celebrity endorsement that
has a major casting impact on buying intention of customers.
RESEARCH METHODOLOGY
Research methodology is the way in which research problems are solved
systematically. It is a science of studying how research is conducted scientifically.
The term research is also used to describe an entire collection of information
about a particular subject. Research is defined as human activity based on
intellectual applications in the investigation of manner.
Business research can be defined as a systematic and objective process of
gathering, recording and analyzing data that provides information to guide
business decision.
Any honest attempt to study a problem systematically or to add to knowledge of
a problem may be regarded as research. (Theodor son and Theodor son 1969
cited in Rebel 1995).
TYPE OF RESEARCH
Exploratory Research
Exploratory Research is most commonly unstructured, informal research i.e. undertaken to gain
background information about the general nature of the general nature of the research problem.
By unstructured, we mean there is no formal set of objectives, sample plan or questionnaire.
It is usually conducted when the researcher does not know much about the problems.
Exploratory Research is usually conducted at the outset of research project.
A variety of methods are available to conduct exploratory research.
Secondary Data Analysis
Experience Surveys
Case Analysis
Descriptive Research
Descriptive research consists of surveys and fact-finding enquiries of
different types. The main objective of descriptive research is describing
the state of affairs as it prevails at the time of study.
Descriptive research is undertaken to describe answers to questions of
who, what, where, when and how.
Descriptive research is desirable when we wish to project a study’s finding
to a larger population, if the study’s sample is representative.
FINDINGS
Celebrity endorsement enhances product information and creates awareness
among Consumers. It helps them to recall the brands of the endorsed
products.
It was revealed that among the various media vehicles TV is the most
influencing media persuading consumers to buy the products.
Celebrity refers there effect on various circumstances like to promote a new
product or a new brand.
Film stars and Sports personalities are playing major role in creating an
impact than others.
Advertisement of any product helps to the company to increase the sales ex.
Soaps and toothpaste and soft drinks.
Contd…
Endorsements by the celebrities increase the brand image and
customer loyalty.
A good number of respondents believe that the products advertised by
celebrities are of good quality.
That there was not any negative impact of celebrity on advertisement.
Celebrity Endorsed Ads persuade customers to purchase products
rather than non celebrity endorsed Ads, Comic character Ads, Executive
Ads and Fiction Ads.
A good number of respondents believe that celebrities are not using
those products which they themselves endorse.
SUGGESTIONS
Celebrity endorsements will be more effective when used consistently over time to
increase the strength of the link between the celebrity and the endorsed brand.
Celebrity endorsements will be more effective when the ad execution is simple, clean
and free of irrelevant design elements.
Celebrity endorsements will be more effective when using a celebrity who is not
already strongly associated with another product or service.
Celebrity endorsers will be more effective for brands for which consumers have limited
knowledge/facts.
Celebrity endorsements will be more effective when there are not frequent changes in
celebrities who are endorsing the products.
Celebrity endorsements will be more effective when Famous personalities are used
rather than film stars, cricketers.
