A STUDY OF PROPELLING ACCESS AND ACCEPTANCE OF CELEBRITY ENDORSEMENT IN SKIN CARE PRODUCTS’ ADVERTISEMENTS AND REALIZING THE POTENTIALS FOR EFFECTING BUYING BEHAVIOR

Mohd Ijlal Anjum, Dr. Nida Malik

Abstract


Skin care industry is growing with leap and bounds. The Skin care industry in India is regulated under two industries. On is pharmaceutical industry and other is cosmetics industry. Pharmaceuticals industry has complex compliances and it is difficult to get a product approved in it for skin care in comparison cosmetic industry. Whether it is pharmaceuticals grade skin care products or high end cosmetic products both need branding. Branding efforts are well known in modern days. Different companies are using celebrities to find a way in the market. Building a product brand is highly supported by celebrity endorsements. Celebrities are used in skin care products marketing. The present paper is an effort to estimate the impact of celebrity endorsement on skin care products. The research is based on a survey of 1200 people. It is found that branding aspects like brand image and brand credibility are positively correlated with celebrity endorsement. The research details the impact on brand aspect of skin care products.

Keywords


Branding, Brand image, Brand credibility, Celebrity endorsement, Skin care Industry

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