Advertisement by involvement of celebrities becomes an essence in modern competitive marketing environment for high recognition and creation of strong product perception. These days this practice has been extremely noteworthy and the impact celebrities have on people is unparalleled. The practice of celebrity endorsements has proliferated over time. Nowadays it has become a pervasive element of advertising industry. Celebrity endorsement business has become a multi-million industries.
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
Additionally, personality, likeability, similarity of endorser would also affect the perception of attractiveness from the consumers. Many researchers suggested that attractiveness is the first judgement that made by individuals to another. It is true because beauty will made a better first impression towards celebrity endorser and brand image. Attractive endorsers tend to be more effective in product promotion and attract consumer’s attention. Therefore, they were often featured in the mass media and print media.
There have been different definitions for the concept of celebrity endorsers. In 1989, McCracken defined a celebrity endorser as a person “who enjoys public recognition and uses this recognition on behalf of a consumer good by appear with it in an advertisement”. Gupta (2009) considered celebrity endorser as a person who can use their name to get public attention, raise public interest and generate profit prom the public. In other words, associating with a celebrity allows companies to create background stories and eventually, the product or brand will receive attention from the public. A celebrity endorser can also be understood as a person who is known by the public when appearing in an advertisement with a product to promote that product (Mc Donald, 2002).
Abstract Celebrity endorsement is a one of the most popular tool of advertising in recent time. Basically it is a marketing communication used to persuade an audience to take and some action, and Advertisement celebrities become an essence in modern competitive marketing environment for high creation of strongly product perception. Celebrity endorsement is the main focus of the study where celebrities with their attributes are used for their endorsement influence on purchase decision. Firms are making vast investments in hiring celebrities for positioning of brands by making organizations with endorser qualities such as trustworthiness, appearance,expertise and congruity. In the study consumer celebrity relationship is confirms that attributes
But even then, the glamour of a celebrity seldom goes unnoticed. Thus, celebrity endorsement in advertisement and its impact on the overall brand is of great significance. In this process, the companies hire celebrities from a particular field to feature in its advertisement campaigns. The promotional features and images of the product are matched with the celebrity image, which tends to persuade a consumer to fix up his choice from a variety of brands. Is this the only way to curb the louasion as brand differentiating messages.
In my opinion, celebrities can enhance brand image through the credibility of celebrities. When a celebrity endorses a brand, he is representing the image of the product and its meaning to consumers. So, the credibility of the celebrity is crucial. Consumers always believe in public figure, they perceive a celebrity endorser
When a widely loved actor or a heroic sports figure endorses a product, that product gains immediate credibility (Celebrity marketing) .Sports celebrity endorsement is highly researched in the field of marketing. People idolise celebrities
So in advertisement marketers use different tactics and celebrity is one of them. Celebrity is a famous person that is well known by a great segment of the society and has the power to attract the audience. An advertisement should portray the truthful opinion, credence, honesty and experience of the celebrity. If the advertisement has the claim that celebrity uses it then that celebrity should be the bonafide customer. The advertisers believe that if a celebrity has a positive impact on the target audience, the brand will be in high demand.
So how does one decide whether to put a celebrity in an ad? Ideally, this should be dictated by the communication idea. MG Parmeswaran, Executive Director of FCB Ulka says, ―As advertising professionals, we recommend celebrity endorsements when the case is justified. There are many cases where you need to use the celebrity to break out of a category clutter. At times celebrity endorsement is used to build credibility to the brand offer.‖ Most experts concur that, when used judiciously, celebrity endorsements can be an effective strategy.