Case study on celebrity ?
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Following a review of niche marketing and celebrity endorsement models, this paper examines the case of Olympic weightlifter and celebrity endorser Tara Nott. Nott and her managers pursue companies for endorsement opportunities using a targeted approach
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Bonfring International Journal of Industrial Engineering and Management Science, Vol. 6, No. 3, July 2016 93
ISSN 2277-5056 | © 2016 Bonfring
Abstract--- This study analyzes the effects of misleading
celebrity endorsements on consumer’s behavior in India.
Celebrity endorsement is now a trend in India and is
considered as one of the most powerful tools for product
markets and brand building in this competitive era as stars
are idolized and looked up in a country like India. The goal of
every endorser is to convince the consumer that the said
product will obtain the same result as the endorser, which
plays a huge role in consumer’s behavior. Previous studies
have also showed that by making use of luminaries could
upsurge the rate of acceptance among consumers towards a
specific product. Misleading endorsements by these celebrities
violate numerous rights of the consumers such as the right to
information, choice, protection against unsafe goods and
services as well as from unfair trade practices. To achieve the
purpose, we choose to conduct a case study on Nestle's Maggi
noodle brand to discuss, analyze and to draw conclusions.
Finally, we have concluded that celebrities featuring in such
commercials making false claims are accountable for their
acts.
Keywords--- Misleading Celebrity Endorsements,
Consumer’s behavior, Rights of the Consumers, Nestle’s
Maggi Noodle, India.
I. INTRODUCTION
NDIA is a country where stars are idolized and worshipped.
Marketers use them so as to influence their existing or
potential customers to succeed and reap huge profit. The
manufacturers use various immoral methods like Concealment
of facts, false claims and false testimonials thus violating
several rights of the consumers. Celebrities who endorse the
product should test, experiment and try the product to find out
its quality. This has given rise to countless controversies in the
Indian advertising industry.
1
A. Motives behind Endorsements by Celebrities
1. Improving Credibility
2. Recognition of the brand
3. To refresh the brand/company image.
4. To boost the demand of the product
Dr.P. Balasubramanian, Assistant Professor, Department of Commerce
and Management, Amrita School of Arts and Sciences, Kochi, India.
E-mail:[email protected]
Anjali V. Gopal, Student, Amrita School of Arts and Sciences, Kochi,
India. E-mail:[email protected]
S. Reefana, Student, Amrita School of Arts and Sciences, Kochi, India.
E-mail:[email protected]
DOI: 10.9756/BIJIEMS.7464
5. To bring reliability on the product
6. To bring Retention of the product.
The favorite snack of many people is “Nestle’s Maggi”
which has always positioned their products with the attributes
of health and quality. It adopted robust celebrity endorsements
that has resulted in its advent as a brand and grow into market
leader in the noodle segment with products MAGGI 2 Minute
Noodles, MAGGI Extra delicious Chicken Noodles and
Vegetable Atta Noodles, Oats Maggi catering to different
consumer segments. According to the research conducted by
the researcher Shamily Jaggi[15] more than 90 percent of the
consumers preferred maggi noodles irrespective of the age
before the controversy.
Recently it has been banned by the FSSAI (Food Safety
and Standards Authority of India) because of problems linked
with the product quality. The FSSAI acts as an agency of
ministry of health and family of the country that is responsible
for ensuring protection and promotion of health of the people
by regulating and supervising the safety of the food.
The notices were issued to many stars who had been endorsing
Maggi noodles and the order for lodging FIR against it, has
given rise to long legal debates regarding the liability of
celebrities for endorsing the product.
II. REVIEW OF LITERATURE
The identification with an endorser then correlates with the
buying behavior of the consumers (Ohanian, 1991). He also
explains the effect of the endorser’s expertise on the perceived
credibility of a company that also affects the purchase
intentions of consumers.
Atkins and Block, 1983 is of the view that consumers
associate a brand with their favorite celebrity due to their
attractiveness which makes the advertising more attractive.
According to Erdogan et al (2001), managers choose
celebrities based on their characteristics for endorsing their
product.
According to Till and Shimp (1998), celebrity
endorsements shows a credible image of the company in terms
of trust, expertise, objectiveness and persuasiveness.
According to Ellis (2000), the influence of celebrities,
sportspersons and models can be seen typically in younger
generations.
Pughazhendi et al. (2012), feels that advertisers make use
of popular celebrities in their ads for promoting their product
image.
A Case Study on Misleading Celebrity
Endorsements and its Impact on Consumer
Behavior
Dr.P. Balasubramanian, Anjali V. Gopal and S. Reefana
I
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