Efficacy of Celebrity Endorsement for Social Cause: An Empirical Study of Hyderabad

Abstract

Celebrity endorsement may have a great positive impact and increase profits, whereas on the contrary when associated with a celebrity who have tarnished his credibility may hurt the image of the company and its product. There are many benefits of celebrities endorsed products, one of the most common effects of using a celebrity endorser is, it helps to grab and maintain consumer attention. Researches indicated that customers are more likely to choose products and services endorsed by celebrities than those without such endorsements and celebrities help advertisements stand out from the cloud of advertisements, thus improving better communicative ability in delivering the message to the potential consumers. The respondents are significantly aware about the factors that affect the efficacy of celebrity endorsement Social cause