Essay sample - Do celebrity endorsement change the consumer buying behaviour on clothes?

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Researchers have stated that the use of celebrity endorsements by brands can create encouraging response from customers and enhanced buying intent amid consumers as against brands that do not utilise celebrity endorsements. …

Introduction

Researchers have stated that the use of celebrity endorsements by brands can create encouraging response from customers and enhanced buying intent amid consumers as against brands that do not utilise celebrity endorsements. This is because a celebrity is considered to be an enormously advantageous instrument to draw the consumers’ interest to promotion and advertising communication of a brand in a media ambience that is cluttered and packed with thousands of advertisements. The famed and popular image of the celebrity in conjunction with accurate product-image association multiplies the interest of consumers and results in improved level of brand recognition. Prior researches have affirmed that celebrity endorsement of a brand can enhance the consumers' consciousness of a brand commercial to a large extent, in addition to capturing their interest and making the advertisement more memorable. The aim of this study was to inspect and comprehend the impact on celebrity endorsement on the consumer buying behaviour in context of the apparel industry. The underlying principle of this research study was to explore the consumers’ outlook in terms of brand personality in combination with their purchase behaviour in relation to celebrity’s advertised apparels. The findings of this study revealed that consumers, particularly those belonging to the younger generation, prefer to buy clothes that are endorsed by celebrities owing to the associated brand value. ...
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