Abstract:
This research study identifies and analyses the effect of the celebrity endorsement on
the sales promotions and advertisement, which have been conducted and simulated
by number of organizations. This research study investigates the impact of the
celebrity endorsement either positive or negative on the organization’s sales,
promotion and consumer’s perception. Most of the organizations are trying to use
the effectively communication electronic media, the advertisement and promotions
are becoming an essential part which play an important role during the decision
making while the selection of the service or the product. A large number of the
companies are utilizing the media for the promotion and advertisement of the
companies’ brands. Most of the companies have utilized the celebrities in the
promotion of their companies’ brand. It have also been identified in the research
studies that the celebrity endorsement in the promoting and advertising plays a
dynamic role in overall increasing the sales of the company product or services.
This is mainly due to the high influence of the media, especially the celebrity
endorsement over the people.
