The Level of Celebrity Endorsement through Television Advertisements

Abstract

In the present era of information explosion and media influence, advertisements play a vital role in changing the consumers’ perception and also the consumption pattern of the society in general. Every day consumers are exposed to thousands of voices and images of celebrity endorsers in television advertisements. Its purpose is to catch consumers’ eyesight in a short time and increase purchase intention and brand awareness. Celebrity endorsement is extensive; nevertheless there is a limited study on the celebrity endorsement. Therefore this study examines the impact of celebrity endorsement factors such as attractiveness, expertise, trustworthiness, and familiarity in the level of celebrity endorsement.
This study empirically examines the impact of the factors of celebrity endorsement and the level of celebrity endorsement created through television advertisements in relation to “Lux” with special reference to Manmunai North Divisional Secretariat of Batticaloa District.
Key words: Celebrity endorsement; attractiveness; expertise; trustworthiness; and familiarity.