Effective celebrity endorsement can attract consumers’ attention, buff brand image, expand brand awareness (Ding et al., 2011), and induct purchase intentions (Belch and Belch, 2004). Effective celebrity endorsement can also help to remove cultural roadblocks. Language, ideology, network, culture, power, popularity and custom vary markedly in different countries and regions, leaving multinational companies big problems for entering new markets. However, celebrity endorsement can be an efficient strategy to enter new markets and remove cultural roadblocks (Hofstede, 1984, Erdogan, 1999). Wall Street and financial managers pay more attention to the economic value of the celebrity endorsement.
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.
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.
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
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.
Popular celebrities are being used by marketers in their advertisements in order to have a higher demand through consumer impact. The admiration of the consumers for their idols are being used for manipulation. Example, Daniel Padilla endorse a particular brand of food consequently his fans will patronize it and the result is, this business would be successful due to higher demand. Celebrity endorsement is being used in almost all types of products. The likeability of the celebrities are being used in persuading the consumers to purchase products.
This form of activity is known as celebrity endorsements, whereby the celebrity is enrolled into a brand and is used as a resource to market the products and services of the brand to the consumers, in a way that will make them desirable to the potential consumers and in return for the brand, an increase in sales and a change in the perception of their viewers regarding their brand, which positively impacts their buying behaviour. But why specifically a celebrity endorser one might ask? Basically, a celebrity is defined as someone who enjoys public recognition and is commonly well-known by the population resulting to them having a large influence on individuals in a society. Therefore, a brand is more interested in using the assistance of a celebrity because the usual aim of a brand is to create a larger support base to increase sales, thereof, this results in the businesses using popular public figures (celebrities) who already have an
The author’s purpose is to persuade the audience to boycott businesses that use celebrities for advertising their brand. Jozui clarifies her argument in a persuasive manner for consumers. Celebrities should participate in advertisements if they want, because they have a right to and grabbing consumers attention is how companies gain profits. Some people might assume that the celebrities that are promoting a product might not even use that product, and that there is a possibility that it might not work. For example, just because Justin Bieber promoted Proactiv, doesn’t mean that he actually uses it to get rid of his acne.
Researchers have also found that brand personality helps the consumers to express themselves better getting closer to their real or ideal self while using the brand. The direct influences consists of the
This theory refers to consumer’s behavior, when the consumer compares their self-image with the advertisement and the celebrity endorser. The more famous and attractive models in an advertisement conveys a greater image to the consumers in the sense of values and personality. The use of celebrity in advertisement provides a framework of reference and also points of comparison by which an individual evaluates the attitude in making a decision (kamins, 1990). The reappearing image of the celebrity endorser in social media further pushes the feeling of knowledge of this latter, which is also known as the concept of “remote intimacy”(theory given by Horton & Wohl in 1956). This congruence with the self-image, by certain brands, is also defined by the fact that celebrities plays a vital and role concerning the opinions to which consumer seeks to be