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.
An important part of this commercial was the use of well known celebrities to attract certain people. By using these rhetorical elements, Amazon is able to make their product seem like an essential part of every household, while keeping their audience laughing. Amazon uses these rhetorical devices to persuade their audience into buying an
2001, page 40). Companies try to find endorsers who are widely seen as trustful and who are seen as honest, believable and dependable (Shimp, 1997). Trustworthiness is the most important factor with concern to the source credibility and impact credibility Moreover, likeability it is mentioned as the most important attribute of trust (Friedman, 1978). Advertisers can establish the highest effect by taking these two factors, liking and trustworthiness, into account. Because it is stated when consumers like a celebrity, they will automatically trust a celebrity ( Friedman, Santeramo & Traina,
so if you want to become popular on Instagram you'll have to make sure that you post new pictures on your feed every day. and it's not that difficult as well. all you need to do is post one or two pictures a day and if you do it consistently you are bound to get many followers. but just posting pictures on Instagram will only take you so far, make sure that you are posting something that you really like and you make use of all the relevant hashtags to help people find it as well. Engage With Your Audience great pictures hashtags and interesting topics are a great way to get new followers on Instagram.
The brand image of Nike is personalization and freedom, which means marketers can take advantage of the brand position to change customer’s attitude to the one that depicts sophistication and excellence. Most of Nike advertisement strategies are associated with successful global sports personalities who not only are exceptional individuals but also aggressive with healthy outlook, a ‘can-do’ attitude and good personality. Nike only uses sports stars with these qualities to carry its name in its effort to build an appropriate brand attitude. E.g. Nike’s signing of Ronaldo in a number of its current advertising campaigns is in view of Ronaldo’s condensed vigor, good reputation, outstanding sports excellency level and exciting sporting spirit, which is in line with the way Nike wants to position its brand.
is very much a part of the funhouse effect as these shows reflect the current image portrayed by reality stars while altering American’s image of what is socially acceptable. Since the use of technology is so commonplace in American households, people enjoy the instant gratification of following others, especially celebrities, on “reality” shows. For example, the Kardashians or those participating in shows such as Big Brother or The Bachelor portray themselves as real
For example, let us take the Gangnam Style. It is a real good example of a successful social campaign in the present time. 1.7 billion Video views exactly reflect its popularity. So customer now tries to engage with such social phenomena and viral marketing has taken its share. In such a world, co-branding can do wonders.
Wanting to experience joy and content in your life due to your fame’s positive impact on others is a good reason to desire fame. Furthermore, another significant factor of fame’s appeal is the enabling of more opportunities in life. Famous people will receive dozens of offers for various activities, ranging from appearing as a guest on a television talk show to promoting brands and products. These offers pop up because the endorsement and
The use of celebrities in advertising as celebrity endorsement is a classic appeal that seeks the attention of the hearing and transfer the meanings associated with these characters or field of sport entertainment generally to the products and services of brands. The prevalence in use, it depends on the cultural level ranging from the notorious use in Western countries of character more individualistic and higher, profuse and abundant use Asian countries, with more collectivist culture. The incidence of celebrities and famous advertising is even more evident in advertising aimed at the young people as they show even more permeable to the presence and association with celebrities and famous brands (Şahin and Atik, 2013). There are also studies
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.