Volume : III, Issue : XII, December - 2013

Is Celebrity Endorsement Ethical or Unethical in Brand Building

Varalakshmi . T

Abstract :

Celeity endorsement has been established as one of the most popular tools of advertising in recent time. It has become a trend and perceived as a winning formula for product marketing. This reason is firms will always get optimistic by the big names of "celeity"; as consumers buy into "celeity." Today, Marketers pay millions of dollars to celeity endorsee hoping that the stars will ing their magic to and they endorse and make them more appealing and successful. But all celeity glitter is not gold. All celeity endorsements aren’t ethical in its nature. The effective and building in possible only when the celeity endorsing a and follows ethics in all his approach; as the consumers attribute the and equity mostly with the favorite celeity endorsing the and. Hence the objective of this study is finding out whether Celeity Endorsement ethical or unethical in and building, whether he is considered as credible source or not etc. Furthermore, the current study makes an attempt to provide valuable inputs to advertisers as well as to socially responsible organizations that are seeking to rope in celeities who would be ethically fitting to act as endorsers for their products or services.

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Article: Download PDF   DOI : 10.36106/ijar  

Cite This Article:

VARALAKSHMI .T Is Celebrity Endorsement Ethical or Unethical in Brand Building Indian Journal of Applied Research, Vol.III, Issue.XII Dec 2013

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