(2014, April 6). The pros and cons of celebrity marketing. Retrieved January 16, 2018, from https://product2market.walkme.com/pros-cons-celebrity-marketing/ NO Rebrentseva, V. (2014, October 30). The role of celebrity endorsement in marketing communication. Retrieved January 19, 2018, from http://www.theydontloveyou.com/role-celebrity-endorsement-marketing-communication/ statistics Scotto di Santolo, J.
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,
(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.
2.3.5 Celebrity-brand/product Congruence While analyzing the influences of a celebrity endorser on consumer attitudes and behaviors, it is critical to take into account of the celebrity-brand/product congruence, is also referred as the match-up hypothesis, which is another important stream in celebrity endorsement research. The match-up hypothesis concerns the necessity for an appropriate fit or a match between the celebrity and the brand or product being endorsed (Ilicic & Webster, 2011; Till & Busler, 1998). Kahle and Homer (1985) also depicted that there should be a fit or congruence between a celebrity endorser and the endorsed product or brand. Advertising effectiveness is enhanced when the celebrity endorser’s image fits or matches with
It is very important for marketers to analyse the endorser because it will influence the consumers purchase intention. Marketers can create the purchase desire by taking liking and trustworthiness into account. If the consumers like the celebrity then they will automatically trust them. Celebrities can earn their trust from the public on the work and achievement in the respective field and marketers utilises the trustworthiness in an advertisement. The trustworthiness is important in a celebrity endorser.
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
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.
A lot of brands use celebrities in their advertisements to promote their products and make more money. Sue Jozui in her excerpt, addresses that we should boycott businesses that use celebrities to promote their products in advertisements because it’s misleading, and that there should be a law against it. Jozui supports her argument by giving examples of brands that use famous celebrities in their advertisements. She continues by emphasizing her argument and giving reasons for why they should be illegal. The author’s purpose is to persuade the audience to boycott businesses that use celebrities for advertising their brand.
The likeability of the celebrities are being used in persuading the consumers to purchase products. Most of the celebrities are truly good-looking so they are fit to endorse any kind of products like cosmetics, clothings, shoes and the like. The manipulation in celebrity endorsement happens in this way, for example a very famous celebrity endorses a particular toothpaste brand the technique is he/she uses his/her killer smile and tell his/her viewers that he/she have that kind of smile because of this particular toothpaste. Then bang! There is where the manipulation starts.
The research by Rashid et al (2002) asserts that celebrities can assist in the recognition of brand names, create positive feelings towards the brand and create a distinct personality for the endorsed brand. Celebrity endorsement is also believed to generate a greater likelihood of customers’ choosing the endorsed brand due to the existence of factors such as brand trustworthiness. Trustworthiness refers to the honesty and believability of the celebrity. The use of celebrity endorsements in an advertising strategy could enhance the marginal value of the advertisement expenditures and create brand equity. According to Salvatore and Washington (2007), the particular product – endorser combinations result in better overall attitude towards the product, greater intent to purchase the advertised product and more credibility for the endorser.