2. Literature Review
To increase the promotion program, this kind of advertising is essential, which includes the unique personality and refreshment of the latest purchase of mental concentration and brand mental boundaries. (Lafferty and Goldsmith, 2004). There are special substances that can be the expert, famous person who can influence the intent of the purchase of the general population, regardless of whether the relationship or social skill (Daneshvary and Schwer, 2000). McCracken (1989) Especially as a celebrity of the famous celebrity, who praises the development and promotes it in the interest of consuming it, in recognition of it. (p.310). Kamins (1989), Famous as a celebrity known as celebrities, recognizes an open claim by promoting any role and uses its response in legal concern for the products of buyers.While Stafford et al., 2003 An intelligent definition has been given in the description of celebrity, an extraordinary person who uses open identities for understanding or collaborating with a product. The researchers showed similarly in the estimate of celebrity-based growth. Educational and exchange productions / commercial distribution(USA Today, 1998, McCracken, 1989; Misra, 1986; DeSarbo and Harshman, 1985).
Celebrities are related to promoting their role in a product or brand by promoters (Kaikati, 1987).
It’s more powerful with some celebrity tips. Discover collaboration between target groups (genetic) and target followers (hsu and McDonald, 2002). Evaluation of the seller’s purchase in a complex way by holding his figure according to the figures on celebrity, celebrity, charming appearance, productivity, as well as his prank for the celebrity Identified with (Sliburyte, 2009).
It is successful to promote the value of the brand and to brand the brand as well as to select strategy (Forouhandeh, Nejatian et al. 2011).
Assael (1984) claimed that the celebrity is generally referred to as consumer reference groups who buy and appreciate the users and want to get a place along with the development of the online line on consumer shopping behavior. Atkins and Block (1983) Significantly and compelling that the admiration of the celebrity advertisement is a very important influence in the fact that famous owners are with both a spectacular power and both spectacular and pleasant and pleasant features.Trivial, Cacioppo, and Schumann (1983) Begin that despite the empowerment of the higher association conditions, the celebrity did not affect emotions or perspectives, while under the low association environment, celebrities still do not agree on the intentions. It is said that it may be linked to the product’s scene rather than due to the effects of celebrity. Celebrity support has been seen as a stand among the current time around Edward Advertising. This is an example of wind and product development can be stored as a conquering framework for brand reputation (Mukherjee, 2009).
To convince customers, use Celebrity’s voice it is important to promote the celebrity on television or radio. (Leung, Kee et al. 1999). Celebrity exercises with sound can also be the quality of identifying customer mind. (Mohammad, Zoubi et al. 2011).
Impact on consumer buying behavior
In this investigation, it has been confirmed that sellers have the most famous and seriously when there are different ideas about celebrities. In addition, purchasing proven features shows positive connection. In different situations, the characteristics of celebrities change the purpose of purchasing customers. Finally, the results of research show that celebrity tips really affect the importance of purchasing consumer (Kumar, 2010). A celebrity source is a source of origin that affects the consumer’s buying process. In addition, it has been established that the consumer buying process is influenced by the fact that a customer class is a strong cylinder with famous people, only buying products that are popular in the market. By means of Somehow it has been decided that the celebrity has not had a significant impact on the verification of the brand and has not implemented any way of buying from the buyers. Famous advertisements about popular delays have numerous ad evaluations, which will celebrate your attention and management products, celebrate them and make them more enjoyable and powerful. (Abhilasha M. 1990).
An important approach is advertising capability, to change its dynamic approach or to change customer’s viewpoint of brands (Solomon 2002). In this sense, strengthening the image plays an important role in the screens as a group of agency plans / programs.This approach is combined by Kambitsis and L. (2002, p. 160), which, like the tourist identification, “is a major cause for the target of the particular target of the target, in which its identity is famous and most enjoyable.”
The number of celebrities has been a big success, while other popular celebrities have failed completely due to the “end” of communication. (Walker et al.1992).Wenqian Gan (2006)
Chinese buyers’ investigations according to the celebrity and non-celebrity advertisements. The results show that Chinese consumers support commercial celebrities and celebrities of all around whom they have a very appealing appeal, regardless of other reasons for it, for example As well, fine appearance, careful mentality and extraordinary professional spirit.
The traditional idea is that a good appearance predicts well to buy people (Reingen and Kernan, 1993). An advertisement is intended to make visual adherence to quality commitment and a motivation to buy. (Clow, James et al. 2006). Developed by many researchers, it shows that angle and physical interpretation is an extraordinary part by which the stability of the person is confirmed. (Baker, CHurchill et al. 1977; Joseph 1982; Kahle and Homer, 1985; Winham and Hampl, 2008). But Bower and Landreth (2001) are indicated as unusual call patterns that are often less successful in promotion. There are many measures for the complaints of the complaint and it is difficult to decide, attention can not be exclusively on a particular scale. (Caballero and Solomon, 1984). Attractive faces are the best marks to influence social decisions. (O’Doherty, Winston et al. 2003). There are greatness and view material and, apart from, non-physical features also accept an important part in the celebrity as achievements in sports, attraction, understanding (Kamins, 1990; Sliburyte, 2009)