Paper Title
To what extent do celebrity endorsements impact consumer psychology and are there any alternatives for this advertising technique?
Article Identifiers
Authors
Kyra Chhabra
Keywords
celebrity endorsements, advertising, consumer psychology, consumer behavior, brand analysis, influencer marketing, brand awareness, marketing strategies
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.
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How To Cite (APA)
Kyra Chhabra (July-2022). 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, 7(7), 530-539. https://ijnrd.org/papers/IJNRD2207068.pdf
Issue
Volume 7 Issue 7, July-2022
Pages : 530-539
Other Publication Details
Paper Reg. ID: IJNRD_182050
Published Paper Id: IJNRD2207068
Downloads: 000121983
Research Area: Management
Country: New Delhi, Delhi, India
Published Paper PDF: https://ijnrd.org/papers/IJNRD2207068.pdf
Published Paper URL: https://ijnrd.org/viewpaperforall?paper=IJNRD2207068
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Journal Name: INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT(IJNRD)
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