(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 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
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 &
They collected data using interviews. The data was analysed using thematic content analysis in which major themes were identified from the responses provided by the respondents. The interviewees noted that consumers have a tendency to ignore commercials and advertisements in magazines, newspapers, television, and radio if there is nothing that can attract. There was a general agreement that the attraction of the celebrities through their good performance is their disciplines of excellence creates a favourable impression on the consumers. The study noted that consumers associate different attributes such as trustworthiness, reliability, credibility, likeability, attractiveness of the celebrities with the products and services that are offered by the companies endorsing the celebrities.
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.
Also, the research output conveyed that consumers think that the quality of celebrity endorsed products are not good which is the main reason for declining the brand’s products. (Randhawa and Khan, 2014) Priya Chetty stated that an organization should choose a celebrity who has a longtime good image and who doesn’t endorses numerous brand as the consumer might think the celebrity doesn’t like the brand’s products and is endorsing just for the sake of earning money.
The rapid increase in the programs and websites has also inclined the rivalry among different channels for targeted audience and advertisement companies. In line, to raise the competition and rivalry, the demand for economic content is increased (e.g. latest celebrity gossip, their love-life, trendiness and new fashions in the industry) in order to complete the flourishing quantity of broadcasting time. An English lecturer at the New Jersey College, Ewing; David Blake said that “the media has completely modified the individuals’ experience about celebrity culture than the development in any other culture.” He further added that “Both social and broadcasting Media has made the celebrities more pervasive and dominant in prevailing society and this upsurge has created a completely new sector of public relations. Once the main focus of public relations was to prepare talented peoples with their relative interests and analysis of those benefits that are gained by them but now it involves more dimensions.
1.4.3 Aspirational Advertising Aspiration has long been a simple strategy that advertising executives use to convince consumers to buy. With this type of advertising there are different techniques used to appeal to the consumer. Several advertisers have come up with several areas that they believe to be the largest contributors to aspirational advertising. However, upon research I have concluded that I agree mainly with the theories of Ashwini Ambekar. In the cosmetics industry, there are 3 major influences in aspirational advertising; the first is sex appeal, social appeal, and gender appeal.
And the relationship between the celebrity and the brand being endorsed will diminish (Mowen and Brown, 1981). Consumers may also recognize that celebrity endorsement depends less on the brand character or product quality, but more on the compensation of the celebrity and the marketing or sales benefit for the company (Tripp et al.,