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
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.
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,
Applications: The applications deal with the “Halo effect”. This effect occurs when the public sees celebrities use the products, they are more inclined to buy the product because they want to mimic their role model. A celebrity is a person who is known by his well knownness. McCracken has defined a celebrity endorser as a person who enjoys public recognition and who uses this recognition on behalf of a brand to endorse the brand. Thus associating a public figure with a brand, employs rhetorical teachings to implicate the ethos appeal thereby associating a sense of credibility and trustworthiness with the brand.
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
According to Martin Roll (2014) endorsement is a brand communication channel where the celebrity certifies a brand’s position and claim by extending his or her popularity, personality, expertise in the field or stature in the society to the brand and overall acts as a spokesperson for the brand. It is also argued to be effective in a market with intense competition and a high variety of brands since it can provide differentiation. Endorsement as a communications tool also provides the endorser to transfer its already existing credibility to the brand promoted (Spry et al., 2011; Ogunsiji,
A brand must consider before signing a celebrity three main aspects. The attractiveness of the celebrity, which states that the attractive attributes of an endorser be it physical, intellectual, athletic and lifestyle, will influence the target audience and thus enhance the memory associated with the brand. The credibility of the celebrity is important to the brand being endorsed as it is an external cue for the consumer to bypass brand clutter in the market and cannot be fulfilled if the trust-wordiness and professionalism of the celebrity is discredited. Finally the meaning transfer is when the success of the collaboration is reliant on the relativity in characteristics between the celebrity and the brand in regard to image, personality and market position to name a few (See figure 1.1) (Roll
People such as celebrities, have a higher influence on people and their decision making on products, which is why many companies hire well-known celebrities to promote their products in the media. In an article written by Marketing Charts called, “How Influential are Celebrities?” they discuss the power of product placement and celebrity endorsements. The statistics for how much a celebrity influences its fans varies throughout the article, depending on what exactly they endorse. The article had some very interesting key points about celebrities also having a negative impact on product endorsement, mentioning that traditional brand promotion without celebrities had more of a positive influence. It was mentioned that celebrities had more of an influence on personal issues they demonstrate through social media such as Twitter and Facebook, issues such as political views or current events.
The key to suc-cess is to build strong brands, which show great performance due to loyal cus-tomers and their high commitment. Targeting the right audience in the right way is crucial for a brand’s differentiation (cf. Lipsman et al. 2012, p.
Reach can be loosely defined as the number of people that have seen and/or heard the brand’s intended message at least once (Belch & Belch, 2012). If a brand or company decides to use celebrity branding to market their product, it is highly probable that they are deciding to attempt to reach the largest assortment of potential consumers possible, rather than reaching a small number of consumers but more frequently – which is described as frequency (Belch & Belch, 2012). Brand image There is a high focus placed upon the importance of choosing a reliable, trustworthy celebrity to endorse or sponsor a company’s product, while still balancing the celebrity’s attractiveness, power, and similarity of the celebrity’s public image with the company’s overall current , or intended brand image. Brand image can be described as “the set of beliefs held about a particular brand” ( Kotler,1988). Research carried out by Keller & Aaker in 1992 suggests that a brand with better positive brand image and attitudes is more likely to achieve heightened development within their