International Journal of Marketing and Business Communication

Open Access Open Access  Restricted Access Subscription Access
Open Access Open Access Open Access  Restricted Access Restricted Access Subscription Access

Impact of Celebrity Endorsement on Children through TV Advertisements


Affiliations
1 Vidyasagar Institute of Management, Bhopal, M.P., India
     

   Subscribe/Renew Journal


This study is done by researcher to examine the impact of endorsement on children buying behaviour belonging to different segments of the society, including the urban and rural, through TV advertisements creates identification, credibility or attractiveness. TV advertising, including celebrity endorsement, plays a dominant role in shaping children's product preference. Indeed, TV advertising first catch the attention of the children, then create interest in the mind of children about the product seen through the advertisement, then develop a desire to have that product, then children acquire the product by buying it or forcing their parents to buy it. The impact of celebrity endorsement in TV advertisements, level of children understanding of TV ads and making purchase requests for advertised products will be measured through this study. Efforts have been made to determine the effectiveness of various endorsing celebrities in making child believe in product attributes and influencing his/her purchase requests. This also seeks to ascertain why certain celebrities are more popular with the children from different age-groups and sex, both in urban and rural area of Madhya Pradesh. The study seeks to identify the influence of all these enhancement appeals on children's purchase consideration.

Keywords

Celebrity Endorsement, Buying Behaviour, T.V. Advertisements
Subscription Login to verify subscription
User
Notifications
Font Size


  • Aaker, D. A. (1991). Managing brand equity. New York, NY: Free Press.

  • Agarwal, A. (2007). Future media changing face of Indian advertising. Retrieved from http://www.labnol.org/india/ knowledge/future-media-changing-face-of-indianadvertising/ 980/ (accessed on December 23, 2008).

  • Agrawal, B. C. (2009). Television in the life of child in India: Some observations (pp. 3-8). Ahmedabad: TALEEM Research Foundation.

  • Arens, W., Schaefer, D. & Weigold, M. (2009). Essentials of contemporary advertising (pp.2). Boston: McGraw- Hill Irwin.

  • Atkin, C. K. (1978). Observation of parent-child interaction in supermarket decision – making. Journal of Marketing, 42(4), 41-45.

  • Beatty, S. E. & Talpade, S. (1994). Adolescent infl uence in family decision making: A replication with extension. Journal of Consumer Research, 21(2), pp. 332-341.

  • Brian, M. Y. (2009). Celebrity endorsement: Theory and experiments with children. Retrieved from www.cbs. dk.

  • Chandok, A. (2005). Impact of advertisements on children's buying behavior. Marketing Mastermind, 41-46.

  • Ciochetto, L. (2004). Advertising and globalization in India. Wellington, New Zealand: Massey University. Retrieved from www.arts.manchester.ac.uk/ecmsas/ panels/ecmsaspanel17to24/panelpdfs/File

  • Cotte, J. & Wood, S. L. (2004). Families and innovative consumer behaviour: A triadic analysis of sibling and parental infl uence. Journal of Consumer Research, 31(1), 78-86.

  • Datta, S. (2008). Advertisements: Do they match consumer preferences? Marketing Mastermind, 59-62.

  • Dubey, J. & Patel, R. P. (2004). Ads that work with youth. Indian Management, 43(10), 68-74.

  • Gooldberg, M. & Gorn, G. (1978). Some unintended consequences of TV advertising on children. Journal of Consumer Research, 5(1), 22-29.

  • Gorn, G. & Goldberg, M. (1977). The impact of television advertising on children from low-income families. Journal of Consumer Research, 4(1), 86-88.

  • Gorn, G. & Goldberg, M. (1980). Children's responses to repetitive television commercials. Journal of Consumer Research, 6(1), 421-424.

  • Heberlein, T. A. & Wisconsin, M. (1998). Environmental attitudes. ZfU, 81(2), 241-270.

  • Hitchon, J. (1994). Effect of ambiguity & complexity on consumer response to music video commercials. Journal of Broadcasting & Electronic Media, 38(3), 289-306.

  • Holden, S. J. S. & Lutz, R. J. (1992). Ask not what the brand can evoke; ask what can evoke the brand. Journal of Advances in Consumer Research, 19(1), 101-107.

  • Hussainy, S. K., Riaz, K., Kazi, A. K. & Herani, G. M. (2008). Advertising styles impact on attention in Pakistan. KASBIT Business Journal, 1(1), 28-38.

  • Jalees, T. (2006). Brand personifi cation of mobilink, U phone, Telenor, and Warid. Journal of Research Market Forces, 2(2), 50-76.

  • Kapoor, N. (2003). Television advertising and consumer response, children buying behavior (16, 47-156). New Delhi, India: Mittal Publication.

  • Katke, K. (2007). The impact of television advertising on child health & family spending. International Marketing Conference on Marketing & Society.

  • Katyal S. (2003). Impact of celebrity endorsement on a brand. Retrieved from http://www.chillibreeze.com/articles/ Celebrity-endorsement.asp (accessed on January 5, 2009).

  • Keller, L. K. (2006). Strategic brand management process, in perspective of modern brand management. In Dr. Franz-Rudolf Esch (ed.).

  • Khatri, P. (2006). Celebrity Endorsement: A Strategic Promotion perspective. Indian Media Studies Journal, 1(1), 25-37.

  • Kondo, K. (2007). Can television be good for children. United Kingdom: University of Westminster.

  • Kotwal, N., Gupta, N. & Devi, A. (2008). Impact of T.V advertisements on buying pattern of adolescent girls. Journal of Social Sciences, 16(1), 51-55.

  • McCracken, G. (1989). Who is the celebrity endorser? Cultural foundations of the endorsement process. Journal of Consumer Research, December, 16(3), 310-21.

  • Mendelson, A. L. & Bolls, P. D. (2002). Emotional effects of advertising on young adults of lower socio economicstatus. (accessed on May 1, 2009).

  • Moschis, G. P. (1981). The role of family communication in consumer learning. Journal of Communication, 31(4), 42-51.

  • Pine. & Nash. (2007). Dear Santa: The effects of television advertising on young children. International Journal of Behavioral Development, 26(6), 529-539.

  • Sheoliha. (2007). Kids: A bull's eye for advertisers today. Advertising Express, June, 39-42.

  • Srikandath, S. (1991). Cultural values depicted in Indian television advertising. International Communication

  • Gazette, In Suhalka,G. (ed.). Celebrity Endorsers and Endorsements in India- The Rise and the Impact (48(3)). Retrieved from http://www.ndtvmi.com/b4/ dopesheets/garima.pdf (accessed February 18, 2012).

  • Surana, R. (2008). The effectiveness of celebrity endorsement in India. Retrieved from http://edissertations.nottingham. ac.uk/2069/1/08MAlixrs13.pdf (accessed 18 February 2012). uploadmax10Mb,134388,en.pdf, (accessedon January 19, 2007).

  • Tirmizi, M. A., Rehman, K. U. & Saif M. I. (2009). An empirical study of consumer impulse buying behavior in local markets European. Journal of Scientifi c Research, 28(4), 522-532.

  • Verma, D. P. S. (2004). Infl uence of TV advertisements on children’s buying response: Role of parent-child interaction. Global Business Review, 5(1), 51-71.

  • Ward, S., Wackman, D. B. & Wartella, E. (1977). How children learn to buy: The development of consumer information processing skills. Beverly Hills, CA: Sage publications.

  • Young, B. & Helherington, M. (1996). The literature on advertising and children’s food choice. Nutrition & Food Science, Sept/Oct, 5, 15-18.


Abstract Views: 747

PDF Views: 0




  • Impact of Celebrity Endorsement on Children through TV Advertisements

Abstract Views: 747  |  PDF Views: 0

Authors

Vikas Saraf
Vidyasagar Institute of Management, Bhopal, M.P., India

Abstract


This study is done by researcher to examine the impact of endorsement on children buying behaviour belonging to different segments of the society, including the urban and rural, through TV advertisements creates identification, credibility or attractiveness. TV advertising, including celebrity endorsement, plays a dominant role in shaping children's product preference. Indeed, TV advertising first catch the attention of the children, then create interest in the mind of children about the product seen through the advertisement, then develop a desire to have that product, then children acquire the product by buying it or forcing their parents to buy it. The impact of celebrity endorsement in TV advertisements, level of children understanding of TV ads and making purchase requests for advertised products will be measured through this study. Efforts have been made to determine the effectiveness of various endorsing celebrities in making child believe in product attributes and influencing his/her purchase requests. This also seeks to ascertain why certain celebrities are more popular with the children from different age-groups and sex, both in urban and rural area of Madhya Pradesh. The study seeks to identify the influence of all these enhancement appeals on children's purchase consideration.

Keywords


Celebrity Endorsement, Buying Behaviour, T.V. Advertisements

References