Effective celebrity endorsement can attract consumers’ attention, buff brand image, expand brand awareness (Ding et al., 2011), and induct purchase intentions (Belch and Belch, 2004). Effective celebrity endorsement can also help to remove cultural roadblocks. Language, ideology, network, culture, power, popularity and custom vary markedly in different countries and regions, leaving multinational companies big problems for entering new markets. However, celebrity endorsement can be an efficient strategy to enter new markets and remove cultural roadblocks (Hofstede, 1984, Erdogan, 1999). Wall Street and financial managers pay more attention to the economic value of the celebrity endorsement.
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
As S. King suggests that “people choose their brands the same way they choose their friends in addition to the skills and physical characteristics; they simply like them as people” and hence personality becomes a part of the entire brand identity which consists of certain traits similar to the human personality traits which gets associated with the brand. While creating the scale of measurement J. Aaker defines brand personality in totality as: “the set of human characteristics associated to a brand”. In addition to that the physical characteristics and features, the inert or core values, visuals of a user are also referred as the human characteristics that can be associated to a
Within the brand equity model the trustworthiness as an important attribute in assets the strengths of a brand. Consumer confidence is defined as the trustworthiness of companies and enterprises to communicate, and the company would be interested in whether the behavior of consumers. Consumers placed their trust in the high value as one of the brand equity. Swait et al (1993) said that the consumer’s implicit valuation of a brand in the market with differentiated brands, which are relative to the market with no brand differentiation. Brand’s act is like a signal or cue, which shows the nature of product, service quality, reliability and also the image or
This perspective indicates only perceptual dimensions excluding behavioural or attitudinal dimensions like loyalty or usage intention, etc. Cobb-Walgren, Cynthia and Donthu (1995) examined the effect of Consumer Based Brand Equity on consumer preferences and purchase intentions. For comparative purposes, researchers tested two sets of brands, one from a service category characterised by high financial and functional risk (hotels), and one from a lower risk category (household cleansers). Each set included two brands that were objectively similar, but advertisement spending over a decade was remarkably different. The study concluded that brand with higher advertising budget yielded substantially higher levels of Brand Equity, which in turn generated significantly greater preferences and purchase intentions.
Celebrity endorsement is a billion-dollar industry today, with companies signing deals hoping that it can help their brand and make their product stand out from others by giving them a unique and relevant position in the mind of consumers. Celebrity endorsement can be an excellent means of marketing a product, but companies must consider potential risks before investing in a celebrity to display their brand’s product. These advertising companies have a moral obligation to monitor the behaviour of any endorsed celebrity that there brand and product is associated with, to protect themselves from any harm. It is also important to weigh the pros and cons of having such a well-known person publicly displaying a company’s product. Popularity, connection to the product, money and personal behaviour have major effects on endorsement deals.
1. Introduction Celebrity endorsement is now a day's a very useful practice of advertising among various tools to market the product or services as well, for marketers it has been a winning formula. It is easy to select the best celebrity in advertisement but it is quite difficult to create the association between the product and celebrity The capability of two advertising tools celebrity endorsement and event sponsorship have an impact on consumer pre-purchase decision including perceptions with regard to product quality and uniqueness is the focus of this study.. Marketers are interested to make more customers who are potential and are influenced by celebrities. Day by day consumers are exposing to so many of voices and images through media including audio visual aids.
Using celebrities can help companies to design unique ads and engender a positive effect on the attitude and sales intention towards the brand (Ranjbarian, Shekarchizade & Momeni, 2010). Celebrity endorsement has been applied for many years. The strategy of celebrity endorsement has positive result for both company and celebrity. Using a celebrity, the consumer receives a positive feeling of security and association. Consumers would like to recognize themselves with the celebrity and they buy the product because they would like to be as the celebrity.
Advertising Agencies would make the right choice of celebrities to use in endorsing advertisements as well as considering how far advertisement will be effective. Future Researchers would be having a mindset of pursuing this study to find out more information and they can also use this as a source of information or related literature and may use this as their basis for their research in relation with purchasing celebrity-endorsed
This made different companies use this as one of their common strategies in promoting their product. The use of celebrities to endorse products and services has been a popular marketing strategy used by corporations for decades. Estimates suggest that as much as 25 percent of all television commercials (Erdogan et al. 2001)