Impact of Celebrity Endorsement on Sales

Celebrity endorsements have been one of the key marketing strategies that the companies have done. Celebrity endorsement is a big market in India and continues to grow bigger. However, in spite of prevalent use of celebrities for endorsement, not all celebrity endorsements have been successful. “Celebrity” refers to well known individual to the public like Actors, Sport man or any other popular person among the customers. The general belief among advertisers is that advertising messages delivered by celebrities provide a higher degree of appeal, attention and possibly message recall than those delivered by non-celebrities. Marketers also claim that celebrities affect the credibility of the claims made, increase the memorability of the message, and may provide a positive effect that could be generalized to the brand. So considering these points this paper is an attempt to know the impact of celebrity endorsed on sales. This study is also an attempt to know the reasons of using the celebrities in advertisements. The overall findings of the study reveal that celebrity endorsers has used by the companies for increasing sales. It has also showed that consumer think that celebrity endorsed advertisement are reliable and they have the knowledge. They are able to recall and retention of the product. Consumers feel associated and it has also helped in influencing the demand of the products.