Impact of Celebrity Endorsements on Brand Image and Consumer Behavior: A Mixed-Methods Analysis

Description

Impact of Celebrity Endorsements on Brand Image and Consumer Behavior: A Mixed-Methods Analysis

Abstract

In the modern world, celebrity endorsements evolved as effective advertising tools for influencing customer behavior and brand image. Organizations are finding innovative ways of attracting customers to develop a brand image. Moreover, celebrity branding are a fine choice for brands to reach the public easily. The organizations use the popularity and credibility of celebrities in promoting their products which significantly creates a brand image. Besides, customers are easily attracted to the products by conducting promotions through a popular celebrity who is more familiar. Celebrity branding has the potential to shape the preferences, beliefs, and behavior of customers.

Firstly, it deals with the emotions of the customers for establishing loyal customers to the brand. Secondly, it is significant for the organization to understand the behavior of the customers for endorsing their products with celebrities. However, a mixed approach is used in this study to determine the impact of celebrity endorsements on customer behavior. Qualitative research explains the intention of marketing managers and brands in prioritizing celebrity advertising in product advertisements. Whereas quantitative collects the interest and preferences of the customer in the products through celebrity branding.

Organizations might face difficulties in establishing connections between the endorser and the product due to various reasons. For instance, marketing managers need to understand the potential of the endorser in influencing the purchase decisions of the customer. In addition, the study has provided data about the impact of celebrity advertising influencing customer behavior and brand image. Overall, it states that the sales and band value of the product increase through celebrity endorsements due to their popularity. In summary, the study determines that celebrity endorsements significantly influence brand image and customer behavior to a greater extent.

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