(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.
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.
Attitude towards endorses is associated with how people see the product, stating that positive view on celebrity endorsement will bring more success in the advertisement itself. Previous research showed that celebrities who endorse several products are viewed as less reliable endorses than celebrities with only one endorsement. This is due to the reason that the potential customers will refer the celebrity as liking the endorsed product more than the average person likes the product, even after the endorser receives the substantial endorsement fee. This approach results in the conclusion that the customers’ attitude towards the product was influenced by the endorsers’ attitude towards the
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.
In fact, consumers might pay more attention to celebrities in advertisements than the actual product endorsed, which is not the marketers intention. Heavy use of celebrities in advertisements might create a paradox, because consumers cannot identify whether they like the celebrity in the advertisement or if it is the actual product they like. The ultimate goal of marketers is making consumers assert most of their attention to the products. But whether this goal can be accomplished by using celebrities is unsure. “Attractiveness remains important but the attraction of the celebrity is not the best way to build a positive benefit for the brand -Till &
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
Introduction Celebrity endorsement means any individual that who are enjoys public recognition and use this recognition on behalf of the product by presenting it in an advertisement (Mc Cracken, 1989). They using a celebrity in advertising to promote a product or service is prevalent in advertising. In reality, approximately 20% use celebrity endorsement in all commercials advertisement. It is great potential to the brand itself to manage well the brand equity when using celebrity endorsers to promote their product to the market. It is proves that using celebrity endorsers are more focus on their personal attitudes and increase their validity and also their persuasiveness.
Day by day consumers are exposing to so many of voices and images through media including audio visual aids. Every company tries to take away at least a portion of an unsuspicious people's time to inform them about the amazing and different attributes and features of the product at hand. It was quite easy to pick a celebrity and to choose the best event to promote the product but it is too difficult to build a good relationship among the goods and the endorser. In another research an author staid that celebrities are the majority frequently measured a tangential cue they were significant in influence merely while customers are not concerned in the