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Published Paper Details:
Role of Celebrity Endorsement on Branding of FMCG Products in Tier II and III cities
Authors
Dr. V. N. Santhisree,Eshwar Dattu Vudayaraju,Mahesh Gandavaram
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Keywords
Brand Awareness, Brand Identity, Brand Equity, Brand Personality, Brand Positioning, FMCG and Celebrity Endorsement
Abstract
The advertisement has a significant part in altering the customer's opinion of brands in the current environment of media dominance and the abundance of information. The company uses a celebrity as its spokesman, using endorsements as a form of brand communication to support its positions and claims. The brand benefits from the celebrity's personality, notoriety, social standing, and industry expertise. In order to differentiate their brand in today's cutthroat marketplace, firms sign endorsement deals with movie stars, athletes, entertainers, politicians, and other celebrities, creating a billion-dollar industry. Today's advertising landscape has become increasingly dependent on celebrity endorsement, particularly in the FMCG industry. According to earlier studies, FMCG companies erred when they entered the rural sector. These businesses view the rural market as a growth area for the current urban market. But compared to urban customers, Indian consumers in rural areas have different demographic and psychographic characteristics. This study purposes to ascertain the impact of celebrity endorsement on FMCG product branding in Telangana's Tier II and III cities. According to the study, celebrity endorsements have a significant influence on the branding of FMCG products in Telangana's Tier II and III cities. The study also comes to the conclusion that in the case of Telangana Tier II and III cities, celebrity endorsement has little to no impact on businesses and the aspects that go into their creation (branding elements).
IJCRT's Publication Details
Unique Identification Number - IJCRT2403885
Paper ID - 253823
Author type - Indian Author
Page Number(s) - h418-h432
Pubished in - Volume 12 | Issue 3 | March 2024
DOI (Digital Object Identifier) -
No Of Downloads - 58
Author Country - India, -, -, -, -, Science and Technology
Publisher Name - IJPUBLICATION | www.ijcrt.org | ISSN : 2320-2882
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Dr. V. N. Santhisree,Eshwar Dattu Vudayaraju,Mahesh Gandavaram, "Role of Celebrity Endorsement on Branding of FMCG Products in Tier II and III cities", International Journal of Creative Research Thoughts (IJCRT), ISSN:2320-2882, Volume.12, Issue 3, pp.h418-h432, March 2024, Available at :http://www.ijcrt.org/papers/IJCRT2403885.pdf
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ISSN: 2320-2882 Impact Factor: 7.97 and ISSN APPROVED Journal Starting Year (ESTD) : 2013
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ISSN: 2320-2882 Impact Factor: 7.97 and ISSN APPROVED Journal Starting Year (ESTD) : 2013
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