Influence Of Celebrity Endorsement on Green Products

Abstract

Celebrity branding or celebrity endorsement is a specific type of advertising movement. Under celebrity branding, the fame or social status of a celebrity is used to promote a product or brand or service. This method is commonly used to create awareness among the public about a concept or issue.

According to Agrawal, Kamakura, The employability of celebrity endorsement in an advertisement has been from the nineteenth century. Advertisement is one of the best tool to arrive at consumers and nearly 10% of the advertising budget area unit are spent on celebrities. This is also endorsed by Ding et al., 2011,].  It is evaluated that ¼ of the advertising campaign in the world used celebrities (Erdogan, 1999,  Erdogan et al., 2001).   Friedman defines celebrity endorser  as , “ an  individual who  is  known  by  the  public for his or her achievements n areas other than that of the product class endorsed” [Friedman,  Friedman,  1979, ].