Importance of Opinion Leaders and Brand Ambassadors in Consumer Behavior

BY:

Ameya Karhadkar - 11 Anup Pillai - 23 Dhruv Shah - 29 Sambahv Daffu - 5 Shruti Nair - 17 Subha Ramachandran - 35

Brands and the Celebrities

Indians like to associate themselves with their icons. Brand Ambassadors bring their endorsements into limelight. The trick of the company.

 Brand Ambassadors became attention grabber. (Eg: Tendulkars contract with Worldtel) Coke and Nokia started using brand ambassadors in India. (Eg: Regional stars for Coke and Shah Rukh

Khan for Nokia)

Indian Consumer Mentality

They look up to certain public faces and

aspire to be one among them.

Brand Ambassadors connect with a sense of

attachment.

Brands have temptation to use celebrity

Brand Ambassadors
A brand ambassador is a celebrity used to help advertise a product or service. They motivate consumers. They increase awareness.

They create positive feelings towards brands, connect user to brand.

Opinion Leaders
An active media user who interprets the meaning of media messages or content for lower-end media users.

They share their experiences. They provide credibility that reinforces consumer confidence in brands.

 They also act as trendsetters in categories such

as fashion, music, entertainment and symbolic

categories such as watches and mobiles. (Eg: Swatch watch and Dev Anands hat.)

They act as brand referrals. (Eg: Red Bull)

Six uses of celebrity endorsement

Establishes Credibility Attracts Attention

Associative Benefit
Psychographic Connect Demographic Connect

Mass Appeal

Source Credibility
Credibility of an endorser

Credible image of the product in terms of

expertise, persuasiveness, trustworthiness, and

objectiveness.

Strategists look for likeability and similarity

Establishing a Perfect Match

Effectiveness depends on the existence of a 'fit'
Knowledgeable, experienced, mature, Communicate the value of the product and transform an ordinary service into a miracle solution for all problems of an ordinary customer.

Effective match:

Reid & Taylor and Amitabh Bachhan, Accenture and Tiger Woods

Non Effective match:

Reliance and Virendra Sehwag

Impact of a Brand on consumer purchase decision:

Research studies have proven that known products and names are sold more than

unknown ones

Factors influencing consumer buying behavior

Consumer's psyche and their ability to take
decisions

Traditional Factors affecting consumer

decision making

Different stages of consumer purchase decision making

Problem Recognition Information Search

Brand Preference

Generation of Alternatives Evaluation of Alternatives Purchase Decision

Post Purchase Decision

Endorser Attributes
Attributes of endorser's effectiveness: Attractiveness and Credibility. General concept of attractiveness consists of three related ideas: similarity familiarity and liking

Properties of endorser credibility are expertise and trustworthiness

Influence of celebrity endorsee on purchase decision

Agree
11%

Disagree
42%

15%

Strongly Agree Strongly Disagree Undecided

6% 26%

Conclusion