Effectiveness of Celebrity Endorsement in Cosmetic Industry (Selected Brands) With Special Reference to Coimbatore City
Abstract
Celebrity endorsement is an advertisement strategy in which a celebrity
acts as the voice of that brand and certifies the brand’s position through
his/her personality, expertise, popularity and status in the society. Celebrity
endorsements have been the most promising strategy to the advertising sector
for decades. With the rise of celebrity power, brands harnessed celebrity
influence by designing products specifically to the celebrity endorsing it. The
consumers started buying the products with the attitude that it will help them
achieve perfect radiant complexions and attractive looks like their favorite
stars. Celebrity endorsement, it is a concept that includes certain factors
which will make this strategy a successful one. Thus this study aims at finding
out the effectiveness of celebrity endorsement and its influential factors
while making purchase decision of buying cosmetics.
Country : India
1 Dr.M.Deepalakshmi2 Ms. Akshaya C B
Assistant Professors, Department of Commerce, PSGR Krishnammal College for Women, Peelamedu, Coimbatore, India
Assistant professor, Department of commerce PA, Sri Krishna Adithya College of arts and science, Kovaipudur, Coimbatore, India
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