MBA Journals Peer-reviewed management research from Consortium e-Learning Network

NOLEGEIN Journal of Global Marketing

A Study on Celebrity Endorsement on Brand Equity Referenceto Beverages

  1. Yashwanth R
  2. Sanjay H N

Abstract

Celebrity certification has developed and one of the common marketing strategies used by beverage companies to attract customers and improve brand value, in today's competitive market many brands depend on popular celebrities to create a positive image and influence buyer locality, this study examines the effect on celebrity validation on brand equity with reference to beverages, 130 respondents are collected from the respondent through a structured questionnaire using the convenience sampling technique, the data were using to descriptive data, regression analysis and ANOVA, the results display that celebrity ratification has a significant influence on brand equity, among the selected factors, celebrity popularity and trustworthiness have a positive impact, while celebrity attractiveness and credibility do not show a significant influence, the study concludes that selecting the right celebrity who is popular and trusted can help beverage companies advance brand copy, and raise assurance of consumer and strengthen brand equity over the long term. brand recognition is mainly influenced by different fields such as films, social media influencers, cricketers, and other famous personalities, consumers often develop an emotional connection with products when they see their favourite person using a particular product, because of this attraction, they may feel interested in buying the same product even if they have never used it before, their previous experience with the product is not always important, as the emotional attachment and satisfaction. they expect from using something connected with their favourite personality can influence the purchase decision, therefore, advertisements and promotions through celebrities, influencers, and popular personalities continue to have a strong impact on consumers and remain one of the common ways of creating brand recognition

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