Impact of Celebrity Endorsements on Consumer Buying Preferences

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In today’s highly competitive market, where rivalry and competition have reached cut throat levels, every organization is not only competing in sales but are also engaged in a marketing battle, where they have to develop innovative ideas to market their products. A company’s success rate will be determined, greatly, by how effective its marketing campaign is and how ell is it perceived by its target audience (Ettinger, 2013). So the reason for the selection of this topic was to identify if celebrity endorsements have the power to impact purchasing patterns and the mindsets of the consumers in terms to their buying preferences. Since it affects marketers and corporate entities, it can help to provide possible solutions to many research questions …show more content…

Since celebrity endorsements have the power to encourage people to change their buying preferences, this will bring about positive pressure on the demand for the products, hence shifting the demand curve outwards. Market forces of demand and supply will collide and there maybe price fluctuations due to increase in demand.
By advertising, the marketers produce a false barrier to entry, in the minds of the consumers. For example: the use of Ronaldo for the publicity of a shampoo might compel the audience from switching to another brand of shampoo due to their loyalty towards the celebrity. In certain cases, there can be false/hoax monopolies in the market that have been created as a result of these convincing marketing campaigns that prevent consumers from trying another brand of a product.
Conclusions:
From the research, it can be concluded that celebrity endorsements have the power to impact the dales and customer base of a product to a great extent. If a company plays its cards right and employees the right type of celebrity, depending on their popularity or field of expertise and fame, they can enable a company to increase their sales instantaneously. Celebrity endorsements help to establish trust in the minds of their viewers, which is the main tool that aids in impacting loyalty and

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