Impact of Celebrities Advertised Cosmetic Products on Young Consumers An Empirical Study With Special Reference To Delhi NCR

Abstract

The worlds market is witnessing the evolution in marketing with the competitive newlineproducts entering the market every day. It becomes a challenge for the producer to set newlineup the product in the mind of consumers. In order to gain brand recognition in present newlinemarket and also stand out from the brand clutter the concept of celebrity endorsement newlinewas introduced years back. The aim of celebrity is to build up the attention in the newlinemind of consumer and most importantly how successful they are to build brand newlineassociation among the consumer by endorsing particular brand. Celebrity is a newlineubiquitous feature in the marketing. With their tremendous impression, they create newlinesuccessful lasting impression on consumers mind (Kurzman, et al., 2007). Present newlinestudy focuses on the celebrity endorsement attributes impacting consumers brand newlineassociation. The study mainly focuses on the young consumers segment. Celebrity newlineendorsements attributes were taken from the scale developed by Ohanion (1990). newlineOhanian (1990) suggested that the effectiveness of endorsements mainly depends newlineupon familiarity, likeability, similarity, and attractiveness of the endorser to the newlinereceiver and brand association attributes were adopted from Keller. newlineKeller (2008), continues that brand image is essential to build up brand equity, he newlinesuggested that brand association have brand meaning, different product features and newlinebrand image. It consist of different type of attributes of brand association namely, newlinefavourability, uniqueness, and strength. The results showcased that some attributes of newlinecelebrity endorsements may not be able to create brand association. newline