Celebrity endorsement business has become a multi-million industries. Marketers use celebrity endorsers to influence the purchase decision of consumers in order to increase their sales and extend their market shares. In a country like India which is known for adoring its celebrities, organizations have found an open door to influence
In these days, many company use celebrities endorsement marketing to increase brand image and brand awareness therefore increase sales ultimately. What is celebrity endorsement marketing? Celebrities endorsement marketing is one of the marketing method that use of those famous people to attract people’s attention in order to enhance brand awareness. So, how does celebrity endorsement enhance brand awareness and brand image? In my opinion, celebrities can enhance brand image through the credibility of celebrities.
McCracken (1989) Seno, Lukas (2007) and Pedhiwal (2011) observed that 'Celebrity Endorsement' today has become a trend and tool to a successful way for product marketing and brand building. Ohanian (1990) stated that celebrity endorsement is one of the strategies which companies believe and use to persuade a large number of people to purchase a product and increase market share. Park et al (2011) According to Pikas et al (2012), the use of celebrities to endorse products is a popular strategy used by lots marketers and companies. Athlete endorsers, is a part of celebrity endorsers who are also too popular and have their own distinct stand in the minds of consumers. In the United States, one of four advertisements and promotion uses celebrities
Abstract Celebrity endorsement is a one of the most popular tool of advertising in recent time. Basically it is a marketing communication used to persuade an audience to take and some action, and Advertisement celebrities become an essence in modern competitive marketing environment for high creation of strongly product perception. Celebrity endorsement is the main focus of the study where celebrities with their attributes are used for their endorsement influence on purchase decision. Firms are making vast investments in hiring celebrities for positioning of brands by making organizations with endorser qualities such as trustworthiness, appearance,expertise and congruity. In the study consumer celebrity relationship is confirms that attributes
But even then, the glamour of a celebrity seldom goes unnoticed. Thus, celebrity endorsement in advertisement and its impact on the overall brand is of great significance. In this process, the companies hire celebrities from a particular field to feature in its advertisement campaigns. The promotional features and images of the product are matched with the celebrity image, which tends to persuade a consumer to fix up his choice from a variety of brands. Is this the only way to curb the louasion as brand differentiating messages.
The resulting kinships and affiliations can influence consumers’ emotional feelings and consumption behavior (Russell & Stern, 2006; Tian & Hoffner, 2010). Stronger the attachment to and identification of the celebrity, stronger the consumers’ desire to follow the lifestyle of and decision made by the protagonists. This is because the character is viewed as an important referent other (Su, Huang, Brodowsky, & Kim, 2011; Tian & Hoffner, 2010). In addition, identification and empathy with the celebrities (characters) provides a robust foundation for celebrity influence (Balasubramanian et al.,
A celebrity endorser is “an individual who enjoys public recognition and who uses this recognition on behalf of a consumer good by appearing with it in an advertisement” (McCracken, 1989). Friedman and Friedman state that “a celebrity endorser is an individual who is known to the public for his or her achievement in areas others than of the product class endorsed” (Friedman & Friedman, 1979). The use of celebrities to promote a product is not a new method. It is logical to try and boost popularity of one’s product by linking it to someone that is already popular and who will undoubtedly receive a lot of attention. At this point one can easily state that anyone alive today, living in the western world, has encountered some form of celebrity endorsing.
There was a spurt of advertising, featuring stars like Tabassum (Prestige Pressure Cookers), Jalal Agha (Pan Parag), Kapil Dev (Palmolive Shaving Cream) and Sunil Gavaskar (Dinesh Suitings). Celebrity endorsement has been established as one of the most proffered tools of advertising. It has become a trend and perceived as a winning formula for product marketing and brand building. It is very easy to have a celebrity for a product or brand but it is very tough to establish a very strong association between the product and the endorser: because the objective is to build a brand not the celebrity. It is also important to appreciate that just because an individual is famous and considered a celebrity, he/she might not necessarily be an effective endorser.
Additionally, personality, likeability, similarity of endorser would also affect the perception of attractiveness from the consumers. Many researchers suggested that attractiveness is the first judgement that made by individuals to another. It is true because beauty will made a better first impression towards celebrity endorser and brand image. Attractive endorsers tend to be more effective in product promotion and attract consumer’s attention. Therefore, they were often featured in the mass media and print media.