Attractiveness of celebrity endorsement will grab intention of consumers. Celebrity endorsement is used by companies to enjoy media exposure. Brand equity will be improved due to celebrity endorsement (Farrell, Karels, Monfort and McClatchey, 2000; Erdogan et al., 2001). Celebrity endorsement will give companies a competitive advantage over similar brands. However, celebrity endorsement will not be effective if they endorse more than one brand (Solomon,
For this reason, companies must think beforehand hiring any famous figure because there would be no turning back after spending too much money. Another point is that, there is always some skepticism from people about the product that the celebrity really uses the product which he or she endorses (Scotto di Santolo, 2015). Last, some brands do not make good earnings out of their adverts when there is no such good match between the celebrity and their product; for example, if a fitness model endorses cement or an athlete endorses cigarette or fast
2.3.5 Celebrity-brand/product Congruence While analyzing the influences of a celebrity endorser on consumer attitudes and behaviors, it is critical to take into account of the celebrity-brand/product congruence, is also referred as the match-up hypothesis, which is another important stream in celebrity endorsement research. The match-up hypothesis concerns the necessity for an appropriate fit or a match between the celebrity and the brand or product being endorsed (Ilicic & Webster, 2011; Till & Busler, 1998). Kahle and Homer (1985) also depicted that there should be a fit or congruence between a celebrity endorser and the endorsed product or brand. Advertising effectiveness is enhanced when the celebrity endorser’s image fits or matches with
Celebrity endorsement aims to create knowledge and create interest in the minds of customers. To do so several marketing techniques are implemented. Celebrity Endorsement is one of the influencing tool by which advertisers try to leverage the image and identification of the celebrity to promote a brand or company. Celebrity endorsement makes the advertisement dynamic, fascinating, interesting, but attention is also taken by customers.So far the celebrity is taken as a role model and in return these celebrities impact their lives. Celebrity endorsement is being done since long time, in fact not too late when advertisement techniques were taken on new shapes because advertisers recognized soon that by using public figured personalities in advertisements
The author’s purpose is to persuade the audience to boycott businesses that use celebrities for advertising their brand. Jozui clarifies her argument in a persuasive manner for consumers. Celebrities should participate in advertisements if they want, because they have a right to and grabbing consumers attention is how companies gain profits. Some people might assume that the celebrities that are promoting a product might not even use that product, and that there is a possibility that it might not work. For example, just because Justin Bieber promoted Proactiv, doesn’t mean that he actually uses it to get rid of his acne.
McCracken (1989) Seno, Lukas (2007) and Pedhiwal (2011) observed that 'Celebrity Endorsement' today has become a trend and tool to a successful way for product marketing and brand building. Ohanian (1990) stated that celebrity endorsement is one of the strategies which companies believe and use to persuade a large number of people to purchase a product and increase market share. Park et al (2011) According to Pikas et al (2012), the use of celebrities to endorse products is a popular strategy used by lots marketers and companies. Athlete endorsers, is a part of celebrity endorsers who are also too popular and have their own distinct stand in the minds of consumers. In the United States, one of four advertisements and promotion uses celebrities
The research by Rashid et al (2002) asserts that celebrities can assist in the recognition of brand names, create positive feelings towards the brand and create a distinct personality for the endorsed brand. Celebrity endorsement is also believed to generate a greater likelihood of customers’ choosing the endorsed brand due to the existence of factors such as brand trustworthiness. Trustworthiness refers to the honesty and believability of the celebrity. The use of celebrity endorsements in an advertising strategy could enhance the marginal value of the advertisement expenditures and create brand equity. According to Salvatore and Washington (2007), the particular product – endorser combinations result in better overall attitude towards the product, greater intent to purchase the advertised product and more credibility for the endorser.
Popular celebrities are being used by marketers in their advertisements in order to have a higher demand through consumer impact. The admiration of the consumers for their idols are being used for manipulation. Example, Daniel Padilla endorse a particular brand of food consequently his fans will patronize it and the result is, this business would be successful due to higher demand. Celebrity endorsement is being used in almost all types of products. The likeability of the celebrities are being used in persuading the consumers to purchase products.
Effect on behaviour and attitude of young customers by celebrity endorsement Prosperous individuals are good examples for youngsters, influencing not just the picture of the perfect self in their brains, additionally moulding their propensities, practices and everyday lives. Having the ability to change and shape youngsters' lives, effective celebrity directs the expert and self-improvement of youngsters. Considering these impacts, utilising well known and effective experts as a part of promoting correspondences rehearses, particularly of products and services identified with their profession, can possibly build endorsement success (Dwivedi et al., 2015). Young people and children follow the example of their idol exact causes these young people do not develop their own identity and therefore cannot generate a personality of their own, if not with the same way of being, of acting and thinking that modern artists. Young people relate to these models because people either in their songs, in their videos or movies, they seek to reflect the experiences of adolescence and thus they identify (Rhodes, 2013).