The Impact of Celebrity Advertisement and Endorsement on the Buying Behaviour of Consumers, Brand Image and Brand Positioning of Coca Cola in London, United Kingdom

Abstract

Importance of the subject:The problem statement is of great importance, as celebrity endorsement is the most important form of marketing communication. The problem statements helps to analyse and examine the effect of celebrity advertisement and endorsement on other marketing strategies and customer psychographics such as; the brand image, brand positioning and buying behaviour of consumers.Research Methodology:In order to conduct the primary research, the research selected sample size of 104 respondents both males and females belonging to different age groups from 18 to more than 50 years old. Similarly, the researcher use surveymonkey.com and social media websites such as facebook.com in order to get the surveys done, as it is the quickest and easy way to get authentic research done in short span of time. Similarly, the researcher used mintel, keynote, books, report, journal articles and news to conduct the secondary research.Findings and analysis:Coca-Cola’s celebrity endorsements and advertisements are creating positive impact on the buying behaviour of young consumers. There are many other popular marketing tools such as discount coupons which also influence consumers in conjunction with celebrity endorsements. Majority of the people both males and females between the age groups of 35-50 are not much interested in celebrity endorsements and don’t get much influenced by them. Celebrity endorsements are influencing young males and females to buy coca-cola and associate positive attributes with the brand which leads to attain positive brand image and brand image of coca-cola in the eyes and minds of the consumers.Conclusions/Recommendations:Coca-colas’ celebrity endorsements and advertisement are creating positive impact on the sales, buying behaviour of young consumers, brand positioning and image. Coca-Cola spend most of its budget on television advertisements, but from the primary research it was revealed that; Coca-Cola must focus on social media advertising as well, as it is the most important form of media to be used by targeted audience of coca-cola to become aware about the brand and its products. Similarly, coca-cola must come up with celebrity advertisement and endorsements by selecting different celebrities belonging to different age groups to influence consumers between the age group of 30-50 years old and make them buy coca-cola and change their perception of being coca-cola as unhealthy drink to healthy drink.