Asian Journal of Management

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Celebrity Advertising and its Role to Brand Equity:A Review


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1 Uttaranchal University, Arcadia Grant, Chandanwari, Premnagar, Dehradun, Uttarakhand 248007, India
     

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Celebrity advertising has become more prevalent in the modern era. A celebrity advertising helps to enhance the sales and provides the mutual benefit to both brand and celebrity. This article reviews the determinants of celebrity advertising and its role to brand equity. Using the fame in the advertising is not a wrong thing, but there are various determinants which affect the celebrity advertising. Result endorses that celebrity profession, trust, attractiveness, decent match with the brand, image, and fame is a most useful tool to attract or fascinate the more customers. Furthermore, using the celebrity in advertising is the rich source of the brand awareness, brand image, brand loyalty, etc. which leads to the high brand equity. Hence the celebrity advertising is a powerful mechanism to influence the customers’ lifestyle or build the brand equity.

Keywords

Brand Equity, Celebrity Adverting, Determinants, Consumer.
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  • Celebrity Advertising and its Role to Brand Equity:A Review

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Authors

Sandeep Kumar
Uttaranchal University, Arcadia Grant, Chandanwari, Premnagar, Dehradun, Uttarakhand 248007, India
Sidheswar Patra
Uttaranchal University, Arcadia Grant, Chandanwari, Premnagar, Dehradun, Uttarakhand 248007, India

Abstract


Celebrity advertising has become more prevalent in the modern era. A celebrity advertising helps to enhance the sales and provides the mutual benefit to both brand and celebrity. This article reviews the determinants of celebrity advertising and its role to brand equity. Using the fame in the advertising is not a wrong thing, but there are various determinants which affect the celebrity advertising. Result endorses that celebrity profession, trust, attractiveness, decent match with the brand, image, and fame is a most useful tool to attract or fascinate the more customers. Furthermore, using the celebrity in advertising is the rich source of the brand awareness, brand image, brand loyalty, etc. which leads to the high brand equity. Hence the celebrity advertising is a powerful mechanism to influence the customers’ lifestyle or build the brand equity.

Keywords


Brand Equity, Celebrity Adverting, Determinants, Consumer.

References