Research Article | OPEN ACCESS
Perception of College Students about Celebrity Endorsement
R. Renganathan, Tharak Ram Singh and V. Badrinath
School of Management, SASTRA University, Thanjavur, India
Research Journal of Applied Sciences, Engineering and Technology 2015 7:543-548
Received: October ‎29, ‎2014 | Accepted: December ‎18, ‎2014 | Published: March 05, 2015
Abstract
Advertising is one of the very important promotional tools for any marketer. Marketers are spending enormous money for advertisement worldwide. Celebrity endorsement plays a vital role in advertising. Celebrity endorsement creates some impact on the buying decision of any customer. In India celebrities from cinema industry and sports are endorsing various products. In this study, importance of Shahrukh Khan as a brand endorser and his impact on various advertisements for goods and services are studied. Two hundred and twenty five college students from various disciplines at Thanjavur were included for primary data collection. College students’ opinion about celebrity endorsement in general and also particularly about the various advertisement endorsed by Bollywood actor Shrukhkhan were studied. Findings of this study reveal that celebrity endorsement is indeed useful to brand recall and sales of goods and services. In India Sharukh khan really play a vital role in the Ad industry and create both positive as well as negative impacts among college students. Findings of the study also reveal that SRK can raise the sale of any product and he can convert the mass brand to class brand.
Keywords:
Advertisement , buyer behavior , buying decision, celebrity endorsement , college students , promotion , Sharuk Khan,
References
-
Atkin, C. and M. Block, 1983. Effectiveness of celebrity endorsers. J. Advertising Res., 23(1): 57-61.
-
Coleman, L.J., M. Kelkar and D.A. Goodof, 2001. Contemporary sports marketing: Issues, challenges and opportunities. J. Promo. Manage., 7(1/2): 195-213.
CrossRef -
Costanzo, P.J. and E.G. Janelle, 2005. Celebrity endorsements: Matching celebrity and endorsed brand in magazine advertisements. J. Promo. Manage., 11(4): 49-60.
CrossRef -
Friedman, H.H. and F. Linda, 1979. Endorser effectiveness by product type. J. Advertising Res., 19(5): 63-71.
-
Jayant, S., K. Manohar and P. Anuradha, 2011. Celebrity impact: A model of celebrity endorsement. J. Market. Commun., 7(1): 34-40.
-
Keller, K.L., 2007. Strategic Brand Management: Building, Measuring and Managing Brand Equity. 2nd Edn., Prentice Hall, New Delhi, India.
-
Khatri, P., 2006. Celebrity endorsement: A strategic promotion perspective. Indian Media Stud. J., 1(1).
-
Kotler, P., 2003. Marketing Management. 11th Edn., Pearson Education Asia, New Delhi, pp: 592-593.
PMid:14518160 -
Martin, R., 2008. Branding and Celebrity Endorsement.
-
McCracken, G., 1989. Who is the celebrity endorser? Cultural foundations of the endorsement process. J. Consum. Res., 16: 310-321.
CrossRef -
Misra, S. and S.E. Beatty, 1990. Celebrity spokesperson and brand congruence: An assessment of recall and affect. J. Bus. Res., 21(2): 159-173.
CrossRef -
Petty, R.E., J.T. Cacioppo and D. Schumann, 1983. Central and peripheral routes to advertising effectiveness: The moderating role of involement. J. Consum. Res., 10(3): 135-146.
CrossRef -
Shani, D. and D. Sandler, 1991. Celebrity alone isn’t a sure hit. Marketing News, 25(16): 8.
-
Sherman, S.P., 1985. When you wish upon a star. Fortune, 138: 66-73.
-
Silvera, D.H. and B. Austad, 2004. Factors predicting the effectiveness of celebrity endorsement advertisements. Eur. J. Marketing, 38(11/12): 1509-1526.
CrossRef -
Wells, W., J. Burnett and S. Moriarty, 2000. Advertising Principles and Practice. Prentice Hall, Upper Saddle River, NJ.
-
Zafer Erdogan, B., 1999. Celebrity endorsement: A literature review. J. Market. Manage., 15(4): 291-314.
CrossRef
Competing interests
The authors have no competing interests.
Open Access Policy
This article is distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution, and reproduction in any medium, provided you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license, and indicate if changes were made.
Copyright
The authors have no competing interests.
|
|
![](http://www.maxwellsci.com/images/RJASET-maxw.jpg) |
ISSN (Online): 2040-7467
ISSN (Print): 2040-7459 |
![Submit Manuscript](../images/sub.jpg) |
Information |
|
|
|
Sales & Services |
|
|
|