By using celebrities as endorsers in advertising for this specific type of products, the company communicates the confidence, beauty, talent and perfection that are often associated with famous actresses/actors, artists, etc. Customers’ attitudes regarding brands and products are well enhanced by celebrities, but whether it generates repeat purchase intention and brand loyalty is not so clear. Brand loyalty makes consumers deeply committed to a specific brand. It is very important for the marketers in the long run. This research study focuses on understanding the relationship between celebrity endorsement and brand loyalty.
(CHOI and Rifon, 2007). According to term ‘celebrity’ can be defined as, ”Celebrities are people who are known by public recognition by a vast share of peculiar Group of people.” (Schlecht, 2003) “Any individual who enjoys public recognition and this recognition is utilized on behalf of a consumer product by showing up with it in advertisement”. (Mc Crakcen, 1989) Celebrity endorsement is done by advertisers because of its huge profits endless possible influence. There are specific potential advantages of celebrity endorsement, the advertisement in which celebrities are endorsed get more attention as compared to non-celebrity ones, celebrity endorsement helps the company in re-positioning its product/brand and finally entitle the company when it penetrates new in the market or plans to move in international market. However, through celebrity endorsement a company cannot achieve sole key to success.
Benefits of using celebrity endorsements: Celebrities help to revive a brand and to keep it fresh and memorable in consumers mind. They often work best because they naturally generate lots of attention and are known nationally. Some of the benefits by brand endorsements are listed below: • Attract potential customers: Finding and keeping new customers is hard for some organizations. Using a celebrity to endorse an organization 's product or service can entice new customers and also helps to retain them. • Revive a brand: Celebrity endorsements can help recover a good or service that is losing market share and consumer mindshare.
Many factors actually affecting us to know more about a brand or a product. Maybe is because the appearance of that product, or it so happened that we looking for the same function of that product, or the sales person successfully persuade us to try on the product, or the advertising we saw inside TV or media apps, or actually is the name of the brand actually attracting us? Brand name represent the value, reputation, quality, first impression, position in consumers’ heart and many other aspect. We select a product because of some reasons. Sometime is because that we hear from our friends that that the product of the brand is performing well, this is call as the word of mouth.
The media molds our opinions of beauty every day from ads featuring photoshopped models that have all been fixed to represent someone 's idea of perfection. Popular culture is molded off of what 's popular or what 's considered cool by the majority in society at a given time. So if you had the power to instantly make something cool or trendy you could create your own target market in which to sell to. The mass media has this power through advertisements and the beauty market is just one of the many I believe to be greatly impacted by it. When searching for the word beauty on Google the top results feature makeup companies and sites to buy products to try and make you look and feel like the unrealistic conceptualization of beauty you see in
Christian Dior’s decision to use celebrity endorsements to promote the Christian Dior brand. 1. The decision to use celebrity endorsement to promote the Christian Dior Brand, its Pros, and Cons. Celebrity endorsement or testimonials is so far the most used advertisement method by well known top producers in all fields. A celebrity is usually used in the promotion of things ranging from foodstuffs, cars, sportswear, shoes, clothes and so on, the baseline is, celebrity endorsement beats all the other methods when it comes to making a product look appealing in the eyes of the many celebrity followers.
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,
(Goldsmith et al, 2006) In particular, a celebrity endorser should have a high level of visibility and a rich set of potentially useful associations, judgments, and feelings. Ideally, a celebrity endorser would be seen as credible in terms of expertise, trustworthiness, and likeability or attractiveness, as well as having specific associations that carry potential product relevance. (Goldsmith et al, 2006) Kelkar (2008) states that in the past also a number of different brands have created strong associations with celebrities that have served as sources of brand equity, and this has actually done wonders for these firms. In India quite a few companies that market FMCG products are using popular sports persons and film stars in their advertising to endorse their products. Sachin Tendulkar, Rahul Dravid, Saurav Ganguly, Amitabh Bachchan, Shahrukh Khan, Salman Khan, Katrina kaif and many others are a common sight in ads; the list goes on and on.
But the basic and ever important purpose and goal of reaching the consumers head and heart remains the same. To give impetus, spark to the advertisement message, the advertisement agencies often try to take support of already established cine stars or sports celebrities or some big names having made a mark in their respective fields. Such persons, known as source or endorsers play important role in transmission of advertisement message and its effectiveness. Recent changes in the marketing scenario have witnessed a clear visible drift in the approach of advertisement agencies. The advertisement agencies with creative people at their helm of affairs are successfully coming out with advertisements which are sans any star or celebrity power.
I also want to know how L’Oreal managed to become such a successful company. For me, I think it will not be very difficult to find good and reliable information, since L’Oreal is very famous and well known. The last reason is that by choosing L’Oreal, I think that it will give me a chance to see how brands, that I use everyday got developed or in other words, how they started to get recognized by consumers all around the world. It is exciting to see the different ways L’Oreal went trough to catch customers attention and hold on to them by providing products, which satisfy their