In this chapter, we are going to explain brand awareness and brand image. Customer-based brand equity occurs when the consumer has a high level of brand awareness and familiarity with the brand and holds some strong, favorable, and unique brand associations in memory; and to establish a positive brand image in consumer memory, we need to create brand awareness and brand image to build customer-based brand equity. 2.1 What is brand awareness, and how do we achieve it? Brand awareness consists of brand recognition and brand recall performance. Brand recognition is consumers’ ability to confirm prior exposure to the brand when given the brand as a cue.
Ha: There is a significant relationship between Vic Sotto-endorsed products purchase by the respondents and the impacts of celebrity endorsers when grouped according to their profile. SIGNIFICANCE OF THE STUDY The study titled “Correlation of Variables on Vic Sotto-endorsed Products” aimed to determine the impacts of celebrity endorsement to the randomly selected consumers of St. Joseph Street, New Era, Milton Hills Subd., Quezon City, towards Vic Sotto-endorsed products. This study would benefit the following: Consumers would consider this study as their preference on purchasing a product. Advertising Agents would discover that popular celebrity in advertisements is a good strategy to endorse a certain product. Advertising Agencies would make the right choice of celebrities to use in endorsing advertisements as well as considering how far advertisement will be effective.
Using celebrity endorsers, companies may easily crack into consumer’s symbolic association to an aspirational reference groups, as celebrity endorsers are perceived as dynamic, attractive and likable (Assael, 1984; Atkins and Block, 1983; Kamins, 1990). Today Celebrity Endorsement has become an integral part of the advertisement industry. In fact, celebrity endorsements are omnipresent feature of present day marketing, this whole true for the Indian perspective as well (O’Mahony.S, 1998). Celebrities are increasingly being used by marketers to get attention and recall of the consumers. Not only this, the marketers expect their brands to benefit in many more ways by linking their brands to the celebrities.
Celebrity credibility This is a concept which defines a positive characteristic of the source leader to the acceptance of the message but the audience (Ohanian, 1991). Ohanian, proposed that there is a model which is three-dimensional which includes “Testimony”, Attractiveness” and “Reliability” of the source. Therefore, a credible celebrity is likely to have more effectiveness on the advertising campaign than that of one who is not that credible. This also proves that generally celebrities are considered a reliable and trustworthy source of information concerning the products he/she endorsing (Goldsmith, Laffery & Newell, 2000) making it even more essential for brands to carefully pick a celebrity which is in line with their advertising campaign
But in broader meanings, any individual who is successful in the world of sports, business, art, politics, and the military can be attributed into the group of celebrities. The celebrities themselves transfer their own personality and image to the brand and product they are representing, generating a related image between themselves and the brand or product. In order for the endorsement to be successful, there are three different attributes the celebrity uses to communicate to the consumers. These are: Attractiveness Trustworthiness Expertise The most important aspect when practicing celebrity endorsement is the choice of celebrity. The impact on and the outcome of the endorsement have to be well evaluated before, during and after it takes place, with the intention of generating customers and creating brand loyalty.
“People like the familiar and are prepared to ascribe all sorts of good attitudes to items those are familiar to them” (Aaker & Joachimsthaler 2000). Aaker & Alvarez Del Blanco (1999) have also indicated that brand awareness indirectly affects purchase behavior, as it has a positive influence on perceptions and attitudes towards the brand recall and retrievability to impact to the purchase of the brand i.e. repeated purchase behaviour which creates consumer/brand loyalty. PI is also very useful in forecasting future demand of existing products (Juster, 1966, Morrison, 1979). Purchase intentions are also used to pretest advertising and evaluate proposed promotions for both new and existing products (Bird and Ehrenberg, 1966) A seven-point Likert
2001, page 40). Companies try to find endorsers who are widely seen as trustful and who are seen as honest, believable and dependable (Shimp, 1997). Trustworthiness is the most important factor with concern to the source credibility and impact credibility Moreover, likeability it is mentioned as the most important attribute of trust (Friedman, 1978). Advertisers can establish the highest effect by taking these two factors, liking and trustworthiness, into account. Because it is stated when consumers like a celebrity, they will automatically trust a celebrity ( Friedman, Santeramo & Traina,
This puts down that an organization must be consistent and have a long term commitment with the celebrities. (Chetty, 2014) In other study carried out by Daneshvary and Schwer (2000) showed the relation of celebrity, company with the consumers. It expressed how consumers have a strong connection towards a celebrity endorser so if a company wants consumers to relate to their product it is important to pick an endorser who uses the product and that usage is a reflection of professional expertise. (Daneshvary and Schwer,
According to Fowles (1996), advertiser’s rationale for hiring celebrities to endorse products is that people consume images of celebrities and advertisers hope that people will also consume product associated with celebrities. This led to the perception that endorser are expected to have a positive impact on consumer response. When company decides to use celebrity as their endorser, there are some important factors of choosing the celebrity; source credibility, attractiveness, and source power (Dimed & Joulyana, 2005). Ohanian (1990) has collected some of the past literature about the effect and suggest three components which influence the celebrity credibility as an endorser such as expertise, trustworthiness, and the attractiveness.The
Attitude towards endorses is associated with how people see the product, stating that positive view on celebrity endorsement will bring more success in the advertisement itself. Previous research showed that celebrities who endorse several products are viewed as less reliable endorses than celebrities with only one endorsement. This is due to the reason that the potential customers will refer the celebrity as liking the endorsed product more than the average person likes the product, even after the endorser receives the substantial endorsement fee. This approach results in the conclusion that the customers’ attitude towards the product was influenced by the endorsers’ attitude towards the