The Topic on which i wrote my research
paper is celebrity endorsement, where
dealers are seeking any way
to gain an edge, solidify points of differentiation
towards the competitors and maybe,when it works, build a brand and a
business at the
Celebrity are people who enjoy public identification by a large share of a certain
Whereas the features like attractiveness, extraordinary lifestyle or special
skills are just examples and specific common
characteristics that are observed and
celebrities generally differ from the social norm and
enjoy a high level of public
awareness. The term Celebrity refers to an
independant who is known to the
general (actor, sports figure, entertainer, etc.) for
his or her acquirement in areas other
than that of
the product class endorsed (Friedman and
Friedman, 1979). Endorsement
communication system of brand communication in which a celebrity acts as the
representative and confirm the brand’s
claim and position by increasing the
personality, popularity, status in the society or
proficiency in the field to the brand.
market with a very high growth of local, regional and international brands,
endorsement was thought to provide a definite discriminate
(Martin Roll, 2006).
Two models were initially
discover to explain the process
of celebrity endorsement.
As an endorser, one has to attained all the FRED objectives (Rajesh Lalwani,
specifically, Familiarity (target market is aware of him,
finds him friendly, likeable and
trustworthy); applicability (which says that there should be a link
between the endorser
and the product as well between the endorser and the
public ); regard (legitimacy to
the mass); Discrimination (in all his projections, he is seen to be one
masses, and yet he towers above them. He is different).
Now a days the
celebrities are being treated as a role model. People are changing
their lifestyle related with their popular celebrity.
This thing brings a great impact on
the buying activities of the persons. This brings the
purchasers and finally increases
the company ratio. Celebrities are not always incorporate
any kind of effect on
persons mind in terms of purchase. But mostly it gives a
great slam on conceptuality of
item. We are always planning that if our
popular celebrity is using them.
Then we should use that to be like them.