(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.
Introduction: Celebrity endorsement is a form of brand or advertising that involves a famous person who uses their fame to help promote goods or service. These famous people can be from any field like arts, sports, etc. Perfumes and clothing are some of the most common products who avail celebrity endorsement techniques which include television ads, launch event appearances, product line etc. Most organizations use celebrities in their marketing communication hoping that it will increase sales and will have a positive effect on profits. Celebrities are a popular choice for brand endorsements as they are widely recognized and appreciated among a larger section of population for factors such as their attractiveness, likeability and trustworthiness
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.
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,
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.
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).
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.,
Keller (2009) points that brand awareness are related to the strength of the brand node or trace in memory as reflected by consumers’ ability to recall or recognize the brand under different conditions. Brand image is defined as consumer perceptions of and preferences for a brand, as reflected by the various types of brand associations held in consumers’ memory. Reinforcing these two components serve as sources of brand equity that can affect positively loyalty; price premiums and more favorable price elasticity responses; greater communication and channel effectiveness; and growth opportunities via extensions or licensing (Keller
Applications: The applications deal with the “Halo effect”. This effect occurs when the public sees celebrities use the products, they are more inclined to buy the product because they want to mimic their role model. A celebrity is a person who is known by his well knownness. McCracken has defined a celebrity endorser as a person who enjoys public recognition and who uses this recognition on behalf of a brand to endorse the brand. Thus associating a public figure with a brand, employs rhetorical teachings to implicate the ethos appeal thereby associating a sense of credibility and trustworthiness with the brand.
A. According to Celebrities in Latin meaning, it means that a sense of visibility, a sense of being broadly well-known. Celebrities are the important tools to attract audiences. The media scholars produce the celebrity content from what people expect from life. Celebrities may drive the directions of living such as habits, tastes, attention and ambition among people (Turnere).