A STUDY ON THE IMPACT OF CELEBRITY ENDORSEMENT ON CONSUMER ATTITUDES TOWARDS BRANDS IN INDIA
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A STUDY ON THE IMPACT OF CELEBRITY ENDORSEMENT ON CONSUMER ATTITUDES TOWARDS BRANDS IN INDIA
Author
S.L. Pradhnya
132101007
3rd year - BA LLB (HONS)
Saveetha School of Law
Saveetha Institute of Medical and Technical science ( SIMATS)
Chennai 600077
ABSTRACT
Celebrity endorsements in India, dating back to the 1980s with cricket players and Bollywood actors, have evolved significantly. Beyond endorsing products, celebrities now co-create and invest in brands, leveraging digital media for wider reach. Government regulations like the Consumer Protection Act, 2019, enforce ethical advertising, ensuring celebrities verify claims they endorse to avoid penalties. Factors influencing endorsement effectiveness include celebrity credibility, relevance to the product, appeal to target demographics, and perceived authenticity. Regional cultural influences shape celebrity impact, with a shift towards relatable digital influencers. Social responsibility is gaining prominence, aligning celebrities with ethical brands. Unlike Western practices, Indian endorsements emphasize emotional and cultural connections. In metros like Mumbai, Bollywood stars dominate, while southern states favor local film stars. Globally, countries like South Korea show success in sectors similar to India's FMCG. Overall, celebrity endorsements remain influential in India, evolving with regulatory oversight to promote balanced and ethical marketing practices. The ongoing shift towards digital platforms has revolutionized celebrity endorsements, making them more interactive and engaging. Platforms like Instagram and YouTube enable direct consumer interaction, enhancing endorsement effectiveness. Despite these advancements, maintaining authenticity and ethical standards remains paramount to sustain consumer trust in celebrity-endorsed products in India's dynamic market landscape.
KEYWORDS
Celebrity Endorsements, Consumer Attitudes, Brand Influence, Regulatory Guidelines, Digital Media Trends.
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