Using celebrity endorsers, companies may easily crack into consumer’s symbolic association to an aspirational reference groups, as celebrity endorsers are perceived as dynamic, attractive and likable (Assael, 1984; Atkins and Block, 1983; Kamins, 1990). Today Celebrity Endorsement has become an integral part of the advertisement industry. In fact, celebrity endorsements are omnipresent feature of present day marketing, this whole true for the Indian perspective as well (O’Mahony.S, 1998). Celebrities are increasingly being used by marketers to get attention and recall of the consumers. Not only this, the marketers expect their brands to benefit in many more ways by linking their brands to the celebrities.
Celebrity endorsement if used effectively makes the brand stand out, enhances brand recall and facilitates instant awareness. Celebrities like film stars have not only been successful in gathering huge public attention, but also in increasing sales volume.
Three factors in celebrity-source can manipulate the consumer behavior: physical attractiveness of the celebrity, likability and product involvement by the celebrity. In the factors that celebrity-source includes, physical attractiveness plays the major part in the study of consumer behavior. The consumer is largely positively affected by the attractiveness of the celebrity endorser because this leaves remembrance of the product and the brand in consumer’s conscious as well as subconscious mind. This somewhere also puts its impact on consumer’s intentions of purchase of the product. The whole process of attractiveness of the celebrity endorser is directly linked with the acceptance of the
The use of celebrities in advertising as celebrity endorsement is a classic appeal that seeks the attention of the hearing and transfer the meanings associated with these characters or field of sport entertainment generally to the products and services of brands. The prevalence in use, it depends on the cultural level ranging from the notorious use in Western countries of character more individualistic and higher, profuse and abundant use Asian countries, with more collectivist culture. The incidence of celebrities and famous advertising is even more evident in advertising aimed at the young people as they show even more permeable to the presence and association with celebrities and famous brands (Şahin and Atik, 2013). There are also studies
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.
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.
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 (Mc Donald, 2002).
In recent years, one of the most popular way of advertising has became celebrity endorsement. It is viewed as a marketing communication tool to influence consumers’ intention, and celebrities’ advertisement created due to the competitive marketing environment within the industry (Khan, et al 2016). Factors Predicting the Effectiveness of Celebrity Endorsement Advertisements (Qualitative approach) Silvera and Austad (2004) review the factors that influence the effectiveness of celebrity endorsement and research on the effectiveness depending on other factors such as connection between the advertised product and the celebrity. The paper is perceiving that the effectiveness of endorser depends on the product, celebrity and even the time and place of the advertisement being displayed. It is also considered that the trustworthiness or credibility of the celebrity endorser could determine the outcome of the advertisement success.
But in broader meanings, any individual who is successful in the world of sports, business, art, politics, and the military can be attributed into the group of celebrities. The celebrities themselves transfer their own personality and image to the brand and product they are representing, generating a related image between themselves and the brand or product. In order for the endorsement to be successful, there are three different attributes the celebrity uses to communicate to the consumers. These are: Attractiveness Trustworthiness Expertise The most important aspect when practicing celebrity endorsement is the choice of celebrity. The impact on and the outcome of the endorsement have to be well evaluated before, during and after it takes place, with the intention of generating customers and creating brand loyalty.
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.