The Impact of Celebrity Endorsement in Television Ads in Making Brand Choice

Abstract

Celebrities all over the world hold key importance, a vital image and very influential acts. Advertisers consider celebrities as a very powerful tool to persuade consumers, as it touches more emotional aspects rather than the rational ones. This study focuses on the television advertisements, which involve global influential celebrities and the consumers’ response towards such advertisements.

A survey was specifically conducted in this regard in a more controlled environment. The main subjects of the survey were the University students of Bahria University, IQRA University and COMSATS University. The sample size was three hundred and fifty respondents, while the questionnaires were primarily distributed among the students. The results and recommendations were based upon the frequency analysis of the respondents’ responses and also upon the published research materials.

The results show that the students find celebrity advertisements very attractive, enjoyable and popular. Majority of the students are showing favorable response in these categories. The findings also indicate that the celebrity advertisements influence through emotional means rather than the rational means. Plus, it also affects the consumers in terms of their purchasing decisions as well. Another important finding is that, the trust level of the advertised product is higher when the celebrity traits meet with the advertisement contents and product characteristics.