THE ROLE OF CELEBRITY ENDORSEMENT ON CONSUMER BRAND PREFERENCE OF ENERGY DRINKS

Authors

  • SHIVA SHANKARAN. K. R., DIVAKAR. A.K , Dr. VIDUTHALAI P

Abstract

THE STUDY AIMS TO OBSERVE THE ROLE THAT, CELEBRITY ENDORSEMENT
PLAYS ON CONSUMER BRAND PREFERENCE ON THE FAST-MOVING CONSUMER GOODS
(FMCG) CATEGORY OF ENERGY DRINKS. THE ENERGY DRINKS WERE CHOSEN AS A
CATEGORY TO ANALYZE BECAUSE, THEY ARE ONE OF THE FEW SECTORS THAT
HEAVILY ADVERTISE AND PUBLICIZE THEIR PRODUCTS AND ARE ON TOP THE LIST OF
ADVERTISEMENT SPENDING. THE PAPER ANALYSES THE EFFECT THAT CELEBRITY
ENDORSEMENT HAS OVER PURCHASE BEHAVIOR, AND PERCEPTION OF THE
CONSUMERS TOWARDS CELEBRITY ENDORSEMENT ADVERTISEMENTS. THE RESEARCH
METHOD ADOPTED FOR THE STUDY WAS SURVEY, AND QUESTIONNAIRE WAS
EMPLOYED AS A RESEARCH TOOL TO COLLECT THE PRIMARY DATA FROM 450
RESPONDENTS. THE RESULTS OF THE RESEARCH SUGGEST THAT THERE IS A STRONG
INFLUENCE THAT CELEBRITY ENDORSEMENTS EXERT OVER THE CONSUMERS.
ADDITIONALLY, CELEBRITY endorsements emerged as top influencer among many factors that
influence a purchase behavior of a consumer. Henry Murray’s personology theory was utilized to support
the study and dominance need, exhibition need, affiliation need and achievement need were studied among the respondents with respect to celebrity endorsement advertisements. It was found that celebrity
endorsements helped not only in creating new perceptions about energy drinks but celebrity endorsement
were found to retain the existing perception and purchase behavior among consumers.

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Published

2020-12-01

How to Cite

SHIVA SHANKARAN. K. R., DIVAKAR. A.K , Dr. VIDUTHALAI P. (2020). THE ROLE OF CELEBRITY ENDORSEMENT ON CONSUMER BRAND PREFERENCE OF ENERGY DRINKS. PalArch’s Journal of Archaeology of Egypt / Egyptology, 17(6), 2828 - 2836. Retrieved from http://mail.palarch.nl/index.php/jae/article/view/1227