Impact of celebrity endorsement on brand recognition- A study in context of Jaipur city

An important task of a marketer is to make his brand recognizable to his customers, so that they crave to search for it before making any purchase, followed by getting it purchased and ending up creating loyalty towards it. A significant strategy in this direction is celebrity endorsement, whereby the public image and mesmerizing communication skills of a celebrity are used to endorse the brand or the product. This paper attempts to examine whether celebrity endorsement really impacts brand recognition such that it becomes a part of customers’ information search, and on customers’ buying decision, and if yes, to what level. From a survey of 150 respondents of Jaipur city, it was observed that customers agree on celebrity endorsement as an effective tool creating awareness of the brand, publicizing it on a large scale and motivating consumers to buy it, but it does not generate confidence of all in terms of brand and quality of the product; neither using such endorsed product has anything to do with ones’ self-image. Customers enjoy such ads but while making a purchase, quality and price of product matter more than endorsement by celebrities. This paper, thus, gives an insight into customer's attitude towards celebrity endorsement affecting their purchase decision.