12 May HOW OFTEN PEOPLE SEE A CREDIBLE OR TRUSTWORTHY ENDORSEMENT IN TELEVISION OR ON MASS MEDIA?
Introduction
Branding and advertising is going through a paradigm shift. Traditional methods of advertising and branding are taking a different path by using celebrities to endorse a brand and approve its credibility, quality, and trust. While the recent events shows that many of these issues may go wrong, often with huge bill on the brand, both in terms of finance and brand equity. More and more brands are now interested in and using this method of advertising for their brands. However, the motivations for using such endorsements remain unknown while some argue it is the influence these celebrities have on the brand and consumers. Little is known about how consumer choices are influenced by such endorsements, as I wonder whether they choose a product that they had a bad experience (previously) based on the endorsement of a celebrity. In this case, the aim is to understand what factors motivate consumers to make a decision when they are exposed to celebrity endorsed brand advertising. This study is conducted within the scope of this paper using secondary data analysis.
1.1. Motivation
As a student who aspires to become a marketing and branding professional, it has always been in the best interest to understand how celebrities influence consumers’ buying decisions and cognitive thinking. More interestingly, How often people see a credible or trustworthy endorsement in television or on mass media? Despite these doubts, I believe that conducting a study in this area would provide me with better knowledge and understanding about how celebrity endorsements and consumer behaviour is related, which would help me in understanding the marketing and branding function in a better way
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