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RELEVANCE OF FRED PRINCIPLE TO CELEBRITY ENDORSEMENT : AN ANALYTICAL STUDY CONDUCTED IN HYDERABAD
Dr. B .V. Jayanthi, Dr. Rajani Chandrashekar
Volume: 5 Issue: 4 2015
In the contemporary world of advertising glitz, a celebrity becomes an inevitable and integral part. It is becoming more of a common feature of today’s brands to get advertised with the help of a familiar face to challenge their competitor brands. Like any other part of the world, celebrity endorsement has become a common strategy to induce brand recall among the consumers in India as well. It again goes a long way to form attitudes and change attitudes possessed by the consumers about a particular brand. This study attempts to throw light on the influence of celebrity endorsements on the consumption of specific brands. More than analyzing the brands, this research was undertaken to examine the FRED principle which stands for Familiarity, Relevance, Esteem and Differentiation of the celebrity in question. One way Anova has been used to analyze the data and the result exhibits certain peculiar features of Hyderabad consumers. The samples who were between the ages of 10 and 50 expressed varied opinions about the influence the celebrity exerts over them. A sample size of 100 was selected which was further divided between 4 groups based upon age.
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