Role of Female Brand Ambassadors on Psychological Aspects of Consumer Buying Behavior

Abstract

In Pakistan, we have seen that many female celebrities endorses for different brands and their products. The advertisements with a female celebrity appearance are more attention seeking for the customers. Nowadays, female celebrity is used by the marketers in order to make their marketing strategy in Pakistan. In order to influence the customers , different marketers use female endorsement strategy and advertise the attitude of customer and influence the customer purchasing decision this effectiveness help the companies in long run because it create a better image of the brand and increase the product sales and improve brand awareness. In order to make the product brand more popular in the market and to make it recognized by the customers many marketing managers make strategies and invest money in order to improve the brand recognition. For this, the marketer use female celebrities to endorse their brand. As our world is competitive and here are many customers in the market, marketers tend to compete with other brands and make a positive image of their products in the market. So by using female celebrity endorsement technique, the company can become winner and more prominent in the customer market. The marketers try to change the customer’s perception about a product by advertising the benefits of a product through female famous personalities, the one who clearly depicts the values and benefits of the product or brand in the advertisement.