A Study on Brand Enhancement with Celebrity Endorsement

Abstract

The general belief among advertisers is that brand communication messages delivered by celebrities and famous personalities generate a higher appeal, attention and recall than those executed by non-celebrities. The quick message-reach and impact are all too essential in today’s market. The importance of a celebrity-brand match and the various roles played by them as brand associates show the momentum this strategy has gained in the last decade. India is a country where people are star-struck by film stars, cricketers, politicians, and even criminals. The celebrity endorsement strategy must be integrated with target market characteristics, and the other elements of the marketing mix such as product design, branding, packaging, and pricing. The message execution that will be mouthed by the celebrity must likewise be made clear and single-minded. This can be done by aligning the spirit of the brand to the product, or by using a celebrity because it ensures that people will notice you, and hopefully remember what the brand is saying. This study shows the brand enhancement with celebrity endorsement. The respondents are chosen from Vaniyambadi town, chi-square test, Kolmogorov- smirnov test for a single samplewas used to analyse the brand enhancement with celebrity endorsement.