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INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT International Peer Reviewed & Refereed Journals, Open Access Journal ISSN Approved Journal No: 2456-4184 | Impact factor: 8.76 | ESTD Year: 2016 Scholarly open access journals, Peer-reviewed, and Refereed Journals, Impact factor 8.76 (Calculate by google scholar and Semantic Scholar | AI-Powered Research Tool) , Multidisciplinary, Monthly, Indexing in all major database & Metadata, Citation Generator, Digital Object Identifier(DOI) |
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| Paper Title: | To what extent do celebrity endorsements impact consumer psychology and are there any alternatives for this advertising technique? |
| Authors Name: | Kyra Chhabra |
| Download E-Certificate: | Download |
| Author Reg. ID: |
IJNRD_182050
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| Published Paper Id: | IJNRD2207068 |
| Published In: | Volume 7 Issue 7, July-2022 |
| DOI: | |
| Abstract: | Celebrity endorsements are a popular advertising technique that entails a celebrity or famous personality promoting a brand or a specific product/ service which usually leads to an increase in the outreach of the brand. Although for several years this trend has helped the growth of brands, as times are changing and people are becoming more aware of their consumer psychology, the use and subsequent effectiveness of celebrity endorsements are rapidly declining. This is particularly in light of research proving the many drawbacks of this strategy including the high cost of the celebrities, the direct association which gets established between the brand and the endorser and the lack of authenticity. This research paper argues that there is therefore a need for brands that rely entirely on celebrity endorsements, such as Sugar Bear Hair, who are discussed in this paper, to look out for alternative advertising techniques of which one is influencer marketing. The concept of macro and micro-influencers is now globally trusted by many users and brands due to its cost-effectiveness and user-specific outreach. |
| Keywords: | celebrity endorsements, advertising, consumer psychology, consumer behavior, brand analysis, influencer marketing, brand awareness, marketing strategies |
| Cite Article: | "To what extent do celebrity endorsements impact consumer psychology and are there any alternatives for this advertising technique?", International Journal of Novel Research and Development (www.ijnrd.org), ISSN:2456-4184, Vol.7, Issue 7, page no.530-539, July-2022, Available :http://www.ijnrd.org/papers/IJNRD2207068.pdf |
| Downloads: | 000118754 |
| ISSN: |
2456-4184 | IMPACT FACTOR: 8.76 Calculated By Google Scholar| ESTD YEAR: 2016 An International Scholarly Open Access Journal, Peer-Reviewed, Refereed Journal Impact Factor 8.76 Calculate by Google Scholar and Semantic Scholar | AI-Powered Research Tool, Multidisciplinary, Monthly, Multilanguage Journal Indexing in All Major Database & Metadata, Citation Generator |
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Published Paper ID:IJNRD2207068 Registration ID: 182050 Published In: Volume 7 Issue 7, July-2022 DOI (Digital Object Identifier): Page No: 530-539 Country: New Delhi, Delhi, India Research Area: Management Publisher : IJ Publication Published Paper URL : https://www.ijnrd.org/viewpaperforall?paper=IJNRD2207068 Published Paper PDF: https://www.ijnrd.org/papers/IJNRD2207068 |
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ISSN: 2456-4184
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