There have been different definitions for the concept of celebrity endorsers. In 1989, McCracken defined a celebrity endorser as a person “who enjoys public recognition and uses this recognition on behalf of a consumer good by appear with it in an advertisement”. Gupta (2009) considered celebrity endorser as a person who can use their name to get public attention, raise public interest and generate profit prom the public. In other words, associating with a celebrity allows companies to create background stories and eventually, the product or brand will receive attention from the public. A celebrity endorser can also be understood as a person who is known by the public when appearing in an advertisement with a product to promote that product
As a result, this has made pop art to become an effective tool to be used in the advertisement industry especially when targeting a huge market. Pop art has had a huge impact on the advertising industry which most of it can be regarded as being positive. This is mainly because Pop art is able to assimilate a given brand with a specific popular
How do you view today's celebrity culture? Celebrity culture today is seen in many ways. Many celebrities try to good for others and try to influence those who look up to them. Celebrities will use their platform to influence and help others who may need it. “Celebrity Culture” is beneficial to society because it often addresses real and fake information and many celebrities contribute to philanthropy.
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
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.
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.
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.
Up to now we have fully understood the concept of celebrity endorsement, the criteria that are required by celebrities to influence the attitudes and behaviors of consumers in a favorable wat to persuade their final purchase intentions. In this section, we will have a look the different advantages and disadvantages that it may have for a company. Advantages One of the major advantages of using celebrity in advertising is that, it persuades the purchase intention of consumers. Many consumers bear in mind the fact that if their idol is using this product, it is imperative for them to buy this specific product so that they have a resemblance (Barnes 2011). In television show of sex in the city, there is the actress Sarah Jessica, since many women
A personal brand is essential for the advancement of a leader’s career. With a personal brand, the individual in power increases his relevancy and even his market value in the global economy. The personal brand will accentuate the strong attributes the leader supplies in the workplace. Political leaders, successful CEOs, and even celebrities showcase their achievements and success stories through their authentic brand statement. For example, Oprah Winfrey showcases her caring personality through her personal brand statement, “If I lost control of the business I’d lose myself – or at least the ability to be myself.
Moreover, buyers tend to purchase whatever their favorite celebrity is wearing at the moment. Due to these circumstances and the fact that celebrities become increasingly involved with potential customers of companies, the trend of celebrities being used for marketing purposes will increase in the