Perception Of Customers About Celebrity Endorsement Process And Its Subsequent Impact On Customers’ Purchasing Decisions

Abstract

Advertising is a key to log into a great exploit in business. It has been widely used
with various methods by one business or the other to outshine one another. Celebrity
endorsement stands tall as one the strategies of advertisement in this modern day
business. However, taking right decision is essential. The study qualitatively interrogate
the perception of consumer on celebrity endorsement process, the effect of celebrity
endorsement on the attitude change of customer and its impact on purchasing decision.
The paper revealed successful endorsement when there is link between the celebrity and
the endorsed product, endorsed product will be of higher value and of higher demand,
expensive products endorsed by expert stand chance to be purchased unendorsed
product, celebrity endorsements are more of national than local market products, and
highly educated customers are less influenced than less educated customer by any
endorser among others. Low knowledge of perceptions, mix-match role of celebrity, no
or little knowledge of the integration of celebrity endorsement and hidden performance
decline were also noted as challenges that hinder customer from taken right purchasing
decision. The paper recommended a critical study of perceptions by customers, maxing
of celebrity assigned role with product, and understanding of integration of celebrity
endorsement. Familiarity of selected celebrity with the market is also apt