Eye-catching celebrities are more influential particularly while endorsing the brand that enhances the attractiveness, since customers assume that as the brand improved the exquisiteness of the endorser, so does it will in actual (Kamins, 1990). An additional study discovered that simply those celebrities are supposed to endorse who are similar and apparent by the consumers to have knowledge as well (Ohanian, 1991). 2.4 The Meaning Transfer
The research by Rashid et al (2002) asserts that celebrities can assist in the recognition of brand names, create positive feelings towards the brand and create a distinct personality for the endorsed brand. Celebrity endorsement is also believed to generate a greater likelihood of customers’ choosing the endorsed brand due to the existence of factors such as brand trustworthiness. Trustworthiness refers to the honesty and believability of the celebrity. The use of celebrity endorsements in an advertising strategy could enhance the marginal value of the advertisement expenditures and create brand equity. According to Salvatore and Washington (2007), the particular product – endorser combinations result in better overall attitude towards the
Three factors in celebrity-source can manipulate the consumer behavior: physical attractiveness of the celebrity, likability and product involvement by the celebrity. In the factors that celebrity-source includes, physical attractiveness plays the major part in the study of consumer behavior. The consumer is largely positively affected by the attractiveness of the celebrity endorser because this leaves remembrance of the product and the brand in consumer’s conscious as well as subconscious mind. This somewhere also puts its impact on consumer’s intentions of purchase of the product. The whole process of attractiveness of the celebrity endorser is directly linked with the acceptance of the
Ha: There is a significant relationship between Vic Sotto-endorsed products purchase by the respondents and the impacts of celebrity endorsers when grouped according to their profile. SIGNIFICANCE OF THE STUDY The study titled “Correlation of Variables on Vic Sotto-endorsed Products” aimed to determine the impacts of celebrity endorsement to the randomly selected consumers of St. Joseph Street, New Era, Milton Hills Subd., Quezon City, towards Vic Sotto-endorsed products. This study would benefit the following: Consumers would consider this study as their preference on purchasing a product. Advertising Agents would discover that popular celebrity in advertisements is a good strategy to endorse a certain product. Advertising Agencies would make the right choice of celebrities to use in endorsing advertisements as well as considering how far advertisement will be effective.
So, it actually helps in reinforcing the market position of the brands. In other words, co-branding helps in creating a deeper impact and brand recall among the target customers. Therefore, a diverse portfolio of brands helps gain more traction and exposure than just one product. Risk and Resource Sharing: If both the brands are looking to expand their customer base, then the brands can leverage each other’s strengths to capture the target market, mitigating the risks with economies of scale. Sony and Ericsson co-branded various products ranging from the walkman to mobile devices.
Consumers would like to recognize themselves with the celebrity and they buy the product because they would like to be as the celebrity. Advertisements with celebrities therefore establish instant brand awareness and the celebrity impel personality of a
For one thing, most consumers show preferences for socially reputed brands when evaluating similar products; for another, a firm could sharpen its competitive edge by focusing on non-economic factors. CSR could therefore be conducive for firms to establish a better brand image and promote consumers’ positive attitudes, making it an essential source of competitive advantages (Porter & Kramer, 2006, as cited in He & Lai, 2014). These advantages tend to be more important for companies in the highly-saturated cosmetic industry, where features among competing brands may not be significantly
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.
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