Impact of Endorsement Involving the Celebrities on Consumer Behaviour. Based only on Secondary Research for Four Global Companies: Samsung, Adidas, Tag Heuer and Cadbury

      Аннотация: For increasing the sales of the organisations, the strategy of celebrity endorsement has been adopted by the organisations around the globe. The strategy of celebrity endorsement is considered as an important part of an organisation’s marketing strategy in which the company hires a celebrity, having a great fan following, to endorse its product or a service. In a marketing campaign of a product or a service, acquiring a role model as representative creates a very positive change and response in sentience and activities associated. The aim of this study is to analyze the impact of celebrity endorsements on consumers of four of the world`s leading brands: Samsung, Adidas, Tag Heuer and Cadbury. For achieving the aim of this research, secondary research has been used and the secondary data gathered for the present study has been taken from various articles, books journals, the official documents and websites of the chosen organisations (Samsung, Adidas, Tag Heuer and Cadbury), newspapers, magazines, etc.

Ключевые слова: impact, Endorsement, celebrities, consumer, Samsung, Adidas, Tag Heuer, Cadbury