Consumer's Perception about Brands Endorsed by Celebrities across beverage Industry

Abstract

Celebrity endorsements have been extensively applied marketing tool in the international developed industries and it has proven to be contributing positively towards the economic growth of the brands. However the effectiveness of this tool has been subjected to many criticisms due to its vast application in diverse fields. The main problem therefore is the obvious use of celebrity intensive campaigns without gauging the benefits associated with using such tools. Thus, to acknowledge that if the celebrities have a positive or negative impact on consumer’s perception across beverage industry and if they should be used in advertisement campaigns or not. This research is carried out with the use of some important research tool like questionnaires to address the problem identified. When measured the effectiveness of celebrities, research concluded that the carbonated soft drink market has different beliefs and opinions. The highest prominent feature identified was the use of jingles, while the use of celebrities found to be on the lower end. With all the three different demographic sections, differing to the opinion of what the most prominent feature in an advertisement is they all were of the view that celebrities should be used.