Role of Brand Profile Affecting People’s Perception: A Mediating Role of Celebrity Profile

Abstract

In today’s world celebrity profile plays an important role in driving the consumers’ perception towards specific brands. This Research establishes the relationship between brands and celebrities, and attempts to address the ways to change the consumer perception using famous celebrities for advertising the products on different forms of media (both electronic and print). A structured questionnaire is used for measuring the impact of brand profile and celebrity profile on perception of the people. Results have shown that celebrity profile mediates the relationship between brand profile and perception of the people. This study is helpful to both the industry and academia as to how people’s perception can be changed about a particular brand.