Introduction The use of celebrity endorsements in advertising has become a trend and a perceived winning formula of corporate image building and product marketing. As existing media get increasingly cluttered, the need to stand out has become paramount and celebrities have proved to be the ideal way to ensure brand prominence. Academic researchers have conducted sufficient empirical research to express the benefits of product endorsement, in addition to the intuitive arguments that rationalize this practice (Till and Shimp, 1998). Celebrities have the potential of helping the advertisements stand out from the surrounding clutter, guiding towards an improved communicative ability by cutting through excess noise in a communication process (Sherman,
Advertising Agencies would make the right choice of celebrities to use in endorsing advertisements as well as considering how far advertisement will be effective. Future Researchers would be having a mindset of pursuing this study to find out more information and they can also use this as a source of information or related literature and may use this as their basis for their research in relation with purchasing celebrity-endorsed
Celebrity credibility This is a concept which defines a positive characteristic of the source leader to the acceptance of the message but the audience (Ohanian, 1991). Ohanian, proposed that there is a model which is three-dimensional which includes “Testimony”, Attractiveness” and “Reliability” of the source. Therefore, a credible celebrity is likely to have more effectiveness on the advertising campaign than that of one who is not that credible. This also proves that generally celebrities are considered a reliable and trustworthy source of information concerning the products he/she endorsing (Goldsmith, Laffery & Newell, 2000) making it even more essential for brands to carefully pick a celebrity which is in line with their advertising campaign
They will benefit from the study by determining their personality that would best represent the target market. In other words, celebrities should position themselves better so that they could catch the attention of the target market once they promote a brand. Advertisers: Advertiser will take advantage from this research because they are also responsible in exposing the brand to the market. Once the attachment of the endorsers to the customers is secured, the advertisers might attract more people on their advertisements. More clients will come to them for the brand’s public awareness.
This results in the marketers’ ultimate objective from all efforts put into the campaign, to be attaining brand image or brand personality. There is no doubt that celebrity endorsers influence consumers’ purchasing decision. If there is an inherent fit or consistency between a celebrity and a product, the endorsement is in fact perfectly matched with the purpose of celebrity endorsement. However, there is no evidence proving that the usage of celebrity endorsement will achieve stronger brand loyalty in comparison to a non-use of celebrity endorsement. In fact, consumers might pay more attention to celebrities in advertisements than the actual product endorsed, which is not the marketers intention.
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.
Problem statement The use of celebrities or famous brands advertising is a resource classic and young consumers are taking celebrity endorsement as their lifestyle. This aspect leads to positive and negative aspects on young generation. This research will give solutions to the young consumers are highly involved with the celebrity endorsement as this research will give an understanding that how celebrity endorsement is creating positive and negative effects on their life. 1.3. Aim of the
According to Fowles (1996), advertiser’s rationale for hiring celebrities to endorse products is that people consume images of celebrities and advertisers hope that people will also consume product associated with celebrities. This led to the perception that endorser are expected to have a positive impact on consumer response. When company decides to use celebrity as their endorser, there are some important factors of choosing the celebrity; source credibility, attractiveness, and source power (Dimed & Joulyana, 2005). Ohanian (1990) has collected some of the past literature about the effect and suggest three components which influence the celebrity credibility as an endorser such as expertise, trustworthiness, and the attractiveness.The
The types of questions included in the questionnaire were dichotomous questions, ratings and ranking questions, multiple choice and open-ended questions. The questionnaire asked the consumers about the digital advertising, the usage of social media apps, their preferences and the customer engagement. 3.5.4 RO4: To study and find out the success factors for customer engagement. Research Design: The exploratory research was applied to get the information regarding this research objective about customer engagement. The reason to choose this type of research was that it provided the knowledge and opinions about the topic beforehand.