Evaluation of Celebrity Endorsements on Consumer Perception and Brand Equity in Indian Market

2018 ◽  
pp. 36-52
Author(s):  
Ankita Sen Negi ◽  
Payel Das
Keyword(s):  
Marketing Strategy ◽  
Brand Equity ◽  
Consumer Perception ◽  
Common Phenomenon ◽  
Celebrity Endorsement ◽  
Celebrity Endorsements ◽  
Sports Industry ◽  
The Relationship ◽  
Positive Effect ◽  
Celebrity Endorsers

One of the most popular forms of marketing strategy to endorse a product or a brand is celebrity endorsement. Masses are big fan of celebrities both films or sports industry. Hence, using celebrities for brand or social welfare activities is a common phenomenon. Consumers do not purchase a product not because of their love and trust on the celebrity only. This study is aimed at finding the relation in building brand equity and the celebrity endorsers. This research infers the relationship between consumer perception formed through celebrity endorsements and its impact brand equity. It is also inferred from the study that celebrity endorsement fit for a product has a positive effect on consumer perception, hence building brand equity.

Evaluation of Celebrity Endorsements on Consumer Perception and Brand Equity in Indian Market

2020 ◽  
pp. 92-105
Author(s):  
Ankita Sen Negi ◽  
Payel Das
Keyword(s):  
Marketing Strategy ◽  
Brand Equity ◽  
Consumer Perception ◽  
Common Phenomenon ◽  
Celebrity Endorsement ◽  
Celebrity Endorsements ◽  
Sports Industry ◽  
The Relationship ◽  
Positive Effect ◽  
Celebrity Endorsers

One of the most popular forms of marketing strategy to endorse a product or a brand is celebrity endorsement. Masses are big fan of celebrities both films or sports industry. Hence, using celebrities for brand or social welfare activities is a common phenomenon. Consumers do not purchase a product not because of their love and trust on the celebrity only. This study is aimed at finding the relation in building brand equity and the celebrity endorsers. This research infers the relationship between consumer perception formed through celebrity endorsements and its impact brand equity. It is also inferred from the study that celebrity endorsement fit for a product has a positive effect on consumer perception, hence building brand equity.

Emotional Branding Through Celebrity Endorsements

2018 ◽  
pp. 273-287
Author(s):  
Kopal Agrawal Dhandhnia ◽  
Sanjeev Tripathi
Keyword(s):  
Brand Equity ◽  
Brand Strategy ◽  
Celebrity Endorsement ◽  
Celebrity Endorsements ◽  
Celebrity Advertising ◽  
Positive Effect

Emotional branding is an effective way to create a long-lasting relationship with the customers. The recent shift in brand strategy is towards gaining an emotional share of consumers and understanding the symbolic, emotional features that generate socio-psychological associations in their minds. Use of celebrities through celebrity advertising can act as effective tools to develop a strong emotive tie with a consumer, which can overtime, culminate into long-term brand equity and an emotional connect with the brand. In this chapter, we develop an understanding of various aspects of celebrity endorsement and explain how these can be used to connect emotionally with consumers. We also illustrate situations where use of celebrities has had a positive effect on emotional branding and where it has failed miserably.

Emotional Branding Through Celebrity Endorsements

2019 ◽  
pp. 33-47
Author(s):  
Kopal Agrawal Dhandhnia ◽  
Sanjeev Tripathi
Keyword(s):  
Brand Equity ◽  
Brand Strategy ◽  
Celebrity Endorsement ◽  
Celebrity Endorsements ◽  
Celebrity Advertising ◽  
Positive Effect

Emotional branding is an effective way to create a long-lasting relationship with the customers. The recent shift in brand strategy is towards gaining an emotional share of consumers and understanding the symbolic, emotional features that generate socio-psychological associations in their minds. Use of celebrities through celebrity advertising can act as effective tools to develop a strong emotive tie with a consumer, which can overtime, culminate into long-term brand equity and an emotional connect with the brand. In this chapter, we develop an understanding of various aspects of celebrity endorsement and explain how these can be used to connect emotionally with consumers. We also illustrate situations where use of celebrities has had a positive effect on emotional branding and where it has failed miserably.

scholarly journals Consumer Perception about Selected Aspects of Global and Local Brands

2021 ◽  
Vol 12 (5) ◽  
pp. 761-775
Author(s):  
Dr. Trilok Pratap Singh
Keyword(s):  
Brand Equity ◽  
Personal Experience ◽  
Consumer Products ◽  
Consumer Perception ◽  
Brand Identity ◽  
Indian Market ◽  
Brand Meaning ◽  
Indian Consumers ◽  
Global And Local ◽  
The Relationship

The aim of this paper is to examine the relationship between consumer brand equity (CBE). This work examines the gaps between global and local brands in the Indian market. Attitudes towards items around the world and the casual clothing brand of the Indian market are being investigated. Brand equity, consisting of brand identity, impact on the perception of consumer products regardless of age (people, inclination to local brands, personal experience, costs, advertising, sponsorships and endorsements) are recognized. A total of 255 students took part in the survey. This research shows that Indian consumers perceive global and local brands differently based on brand meaning.

scholarly journals The Mediation Effect of Overall Brand Equity between Brand Superiority and Media Consumption Behaviours of Sport Team Consumers During COVID-19

2021 ◽  
Vol 3 (122) ◽  
pp. 25-32
Author(s):  
Kadir Yağiz
Keyword(s):  
Direct Effect ◽  
Brand Equity ◽  
Structural Equation ◽  
Professional Sports ◽  
Mediation Effect ◽  
Media Consumption ◽  
Sports Teams ◽  
Sports Industry ◽  
Sport Team ◽  
The Relationship

Background. During the COVID-19 pandemic, it is paramount to investigate how to influence professional sport team consumers’ behaviours towards media consumption, which is an indirect consumption of sports products with importance raised by the lockdown. The effect of brand superiority, one of the essential consumer judgments about the brands, on some behavioural intentions of sport team consumers was examined before; however, the role of brand superiority and overall brand equity on media consumption behaviours in pandemic conditions lacked empirical investigation. Therefore, this study aims to examine the relationship between brand superiority, overall brand equity and media consumption behaviours among professional sports teams’ consumers during the COVID-19 pandemic. Methods. The participants of this quantitative study were 232 volunteer football (soccer) consumers who support a team in the Turkish Super Football League. The data was collected in 3 weeks using the online convenience sampling method. Confirmatory factor analysis (CFA) and structural equation modelling (SEM) were used in data analyses, and direct and indirect paths tested by the bootstrapping method. Results. The results of the study showed that brand superiority did not have a direct effect on media consumption behaviours of sport team consumers. Besides, overall brand equity had a direct effect on media consumption behaviours and mediated the relationship between brand superiority and media consumption behaviours. Conclusions. The evidence in this study indicates sport managers that the cognitive judgement of sport consumers, generally related to the more functional aspect of a sports product alone not an efficient way to directly influence sport team consumers toward media consumption behaviours even in COVID-19 pandemic. Brand equity, however, found to be an effective tool to address for directing sport team consumers’ behaviours toward media consumption in the extraordinary circumstance currently exist.  Keywords: branding, sports industry, spectator sports, professional sports teams, sports consumers.

scholarly journals What Drives Consumer Satisfaction in Using Islamic Financial Technology?

2021 ◽  
Vol 6 (1) ◽  
pp. 27
Author(s):  
Cahyaning Budi Utami ◽  
Slamet Slamet
Keyword(s):  
Brand Equity ◽  
Consumer Satisfaction ◽  
Sampling Method ◽  
Research Model ◽  
Religious Attitudes ◽  
Result Show ◽  
Market Driven ◽  
The Relationship ◽  
Positive Effect ◽  
Financial Technology

The purpose of this study is to examine the relationship between attitude toward Islamic financial technology as specific religious attitude and consumer based brand equity as market driven variable toward consumer satisfaction in Islamic financial technology. A questionnaire was designed to collect data from users of online service of Islamic financial technology in Indonesia. Incidental sampling method was adopted to collect data from the existing users. Regression analysis was used to test the proposed research model. This study become the first research how specific religious attitudes and market driven affect the consumer satisfaction. This research is a survey-based study. Hence a representative sample is mandatory. The result show that attitude toward Islamic financial technology insignificantly influences consumer satisfaction, meanwhile the consumer based brand equity has a positive effect on consumer satisfaction.

scholarly journals Social Media Capabilities dalam Adopsi Media Sosial Guna Meningkatkan Kinerja UMKM

JEMBATAN ◽  
2020 ◽  
Vol 17 (2) ◽  
pp. 227-238
Author(s):  
Lia Febria Lina ◽  
Berlintina Permatasari
Keyword(s):  
Social Media ◽  
Marketing Strategy ◽  
Digital Media ◽  
Cost Effective ◽  
The Government ◽  
Use Of Social Media ◽  
The Relationship ◽  
Positive Effect ◽  
Moderating Role

Social media is currently being used by both large companies and SMEs. For large companies the use of social media has been used successfully in reaching potential consumers. However, for SMEs, the marketing strategy of using social media is still being questioned. The purpose of this study is to fill the gaps in previous research by examining the driving factors for SMEs in using social media in promoting their products and testing how the performance of SMEs after adopting this technology is good both in financial and non-financial aspects that have not been done much research. The results of this study found that the compatible, cost-effective, interactive variables had a positive effect on the use of social media and subsequently had a positive effect on both financial and non-financial performance. However, the moderating role of social media capabilities cannot strengthen the relationship between use and the performance of SMEs. The results of this study are expected to be the basis for evaluating SMEs so that they can use digital media to support their business. The government must also pay attention to this to actively socialize the use of digital media for MSMEs so that the performance of SMEs can increase.

scholarly journals Effect of celebrity endorsers’ attributes on purchase intentions in South Africa

2021 ◽  
Vol 17 (4) ◽  
pp. 111-119
Author(s):  
Boitumelo Vincent Molelekeng ◽  
Hilda Bongazana Dondolo
Keyword(s):  
South Africa ◽  
Purchase Intention ◽  
Consumer Preference ◽  
Purchase Intentions ◽  
Marketing Strategies ◽  
Consumer Perception ◽  
Celebrity Endorsements ◽  
Gauteng Province ◽  
South Africans ◽  
Celebrity Endorsers

Celebrity endorsement is the most used strategy since consumers value celebrities in advertisements. Organizations invest in celebrity endorsements in the expectation that they will enhance consumer perception of a product or service, evoke favorable attitudes toward a brand, influence purchase intentions, and eventually increase sales and profits through increased consumer preference for a product, brand, or service. This paper examines the effect of endorser characteristics on purchasing intentions in South Africa. The survey sampled South Africans residing in Gauteng Province. The Qualtrics questionnaire was completed by 145 respondents ranging in age from 18 to 55 and living in various areas of Gauteng Province. Given the research objective, the paper analyzed only responses from participants who stated that they had been exposed to celebrity-related adverts. The findings show that these respondents saw advertisements featuring celebrities. To evaluate the hypotheses, regression analysis was performed. The results reveal that consumer behavior, such as purchase intention, is influenced by attractiveness (β = .271; p < 0.05) and attitudes (β = .520; p < 0.05). However, in this study, expertise (β = .089; p > 0.05) and trustworthiness (β = –.095; p > 0.05) were not related to purchase intentions. Understanding celebrity endorser’s attributes can help organizations determine the most successful marketing strategies for attracting new customers and maintaining existing ones.

scholarly journals The Impact of Young Celebrity Endorsements in Social Media Advertisements and Brand Image Towards the Purchase Intention of Young Consumers

2019 ◽  
Vol 10 (5) ◽  
pp. 54
Author(s):  
Arman Hj Ahmad ◽  
Izian Idris ◽  
Cordelia Mason ◽  
Shenn Kuan Chow
Keyword(s):  
Social Media ◽  
Physical Attractiveness ◽  
Purchase Intention ◽  
Brand Image ◽  
Sampling Technique ◽  
Celebrity Endorsement ◽  
Celebrity Endorsements ◽  
Young Consumers ◽  
The Impact ◽  
Celebrity Endorsers

Introduction: The power of young celebrities and brand image in influencing young consumers are becoming more relevant in the marketing and advertising of products and services of the plethora of brands we have in the twenty-first century. Businesses and brands use young celebrities to endorse their products to appeal more towards younger consumers. This research investigates the impact of young celebrity endorsements in social media advertisements and brand image towards the purchase intention of young consumers.Methodology: The theoretical framework from Shimp’s TEARS Model of celebrity endorsement is derived from 4 research studies and the variables were tested using 5-point Likert scale on a sample of 282 respondents who are young consumers, aged between 13 to 18 years old. All respondents were recruited using stratified sampling technique and data were analyzed using SmartPLS. The results derived from the data analyses conducted highlights eight main findings.Results: From the TEARS Model, similarity and respect has an influence on celebrity endorsement in social media whereas expertise, physical attractiveness and trustworthiness do not influence celebrity endorsement in social media. Brand image and celebrity endorsement in social media also found to be significant antecedents for the purchase intention. These findings will provide insights to marketer of businesses who requires to understand the attributes of young celebrity endorsements on social media advertisements that will appeal to young consumer. In this technological era, businesses build their brand image via investing in advertising; especially in social media advertising and celebrity endorsements.Recommendations: Following the current findings of the insignificance of expertise, physical attractiveness, and trustworthiness of the celebrity endorsers towards young consumers; marketers should look into similarity and respect qualities of their young celebrity endorsers if they would like to appeal their brands and products to pique the interests of young consumer which now become one of the major group of consumers in the world.

Exploring meaning transfer in celebrity endorsements: measurement and validation

2017 ◽  
Vol 9 (2) ◽  
pp. 87-104 ◽  
Author(s):  
Subhadip Roy ◽  
Varsha Jain
Keyword(s):  
Structural Equation ◽  
Equation Modeling ◽  
Transfer Model ◽  
Comprehensive Model ◽  
Celebrity Endorsement ◽  
Celebrity Endorsements ◽  
Content Type ◽  
Brand Meaning ◽  
Meaning Transfer ◽  
Positive Effect

Purpose The “meaning transfer model (MTM)” is one of the less researched models in celebrity endorsement. The purpose of this paper is to empirically measure and validate a comprehensive model of meaning transfer in celebrity endorsements. Design/methodology/approach Based on a conceptual model of meaning transfer that starts from celebrity identity as an antecedent of perceived celebrity meaning (CM), the study integrates CM, brand meaning (BM) and consumer behavior (CB) and two moderators leading to six studied hypotheses. The model is empirically tested using survey data (of 483 consumers) from India with the application of factor analysis and structural equation modeling. Findings Major results indicate a positive effect of CM on BM and BM on subsequent CB. The moderating effect of consumer knowledge and product involvement in successful meaning transfer is also observed. Research limitations/implications Contribution of the present study lies in the validation of a comprehensive model of meaning transfer in celebrity endorsements that may pave the way to the explanation of previous confounding results. Practical implications The present study provided an actionable model for marketers that would lead to successful meaning transfer and the various factors that need to be controlled. Originality/value This is the first study to validate the MTM that integrates the basic tenets of celebrity endorsement theory.

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