“the Impact of Celebrity Endorsement on a Customer’s Buying Behaviour”

Ever since the start of commercial radio in the 20’s and the since the first silver screen entered the market, broadcasting messages by celebrities has been a tool employed to endorse products.”Just about every star was associated with one sponsor’s product he or she plugged.”(1). Over the years celebrity endorsement became an essential part of marketing (more than 25% of television ads feature celebrities)(5), for the endorser it became an easy way of generating an income while for the endorsing company it became a guaranteed way to reach a wide segment of potential clients.

“People are more likely to pay attention to a TV commercial if one of their favorite players is talking, than they would be if the owner of the company was the star” (Miller). It is the association with the known and likeable character which may attract people to follow celebrity endorsements. It may also be the association with success which the athlete is characterizing. Whatever the case may be, Miller gives tips of what marketing companies look for before persuading a player with an endorsement:

Companies are very selective when choosing a celebrity to endorse their product because they know the person is a great candidate for them to sell their product to the consumers. Before the company signs on the celebrities to endorse their brands, the companies need to make sure that these celebrities meet three basic qualifications.

Use of celebrities in advertising is no new concept, companies have used celebrities to sell everything from cars, to moisturizer. Celebrities, due to our consumerist and media based society, are the ideal salespeople. (Wright, 2015) PETA’s campaign team understands that celebrity can help sell products and put a spin on that marketing technique by using celebrity endorsement in order to sell their ideals, and a vegetarian/vegan lifestyle. Celebrity endorsement can help companies and non-profit organizations such as PETA to gain public recognition, and to make a strong impression on viewers and consumers, so that they will remember the product, or in PETA’s case, consumers will remember the ideals and advocacy that the organization is promoting. (Fleck, Korchia, & Le Roy, 2012) It’s also apparent that a celebrities attractiveness has something to do with it as well. Fleck, Korchia, and Le Roy also state that “A celebrity spokesperson's physical attractiveness has a positive impact on brand recall, attitude toward the brand and purchasing intent”

Wonderful post Giselle! Your insights to celebrities influence on consumers decisions are on point. As you have mentioned opinion leaders like Oprah Winfrey allow an opportunity for consumers to build a connection through instances like using the same dieting strategy, make up use, and trying new perfumes advertised by a celebrity. A lot of celebrities are idolized by many and for marketing this is a perfect advantage.

Celebrities can have significant influence in commercials because people are going to more likely follow them due to his or her fame and/or popularity. For example, John Cena, a famous WWE wrestler advertised for a brand of garbage bags known as “Hefty Ultra Strong” garbage bags. The message in the commercial is that these Hefty brand garbage bags are mighty, strong, durable, and can withstand a lot of weight, like John Cena, not to mention these bags are low priced. As a result, many people may more likely buy Hefty brand garbage bags due to the commercial saying that they can hold more garbage than any other garbage bag without ripping or tearing.

As the marketing manager for a soft-drink company, it can be tempting to just latch onto any celebrity who offers his or her services as a potential endorsement partner. One factor in choosing a celebrity is making sure you do not get someone who has lost his or her relevance. If you do, it is not going to help expand the soda brand. So if I choose someone I will make sure he or she is famous. Another factor is making sure the synergy between the endorser and the soda advertised is good. The greater connection between the endorser and product, the higher the persuasiveness of the message. Another factor is the endorser must fit whose demographics characteristics of the target audiences. Consumers with strong ethnic identifications are more

And while not all brands subscribe to the celebrity endorsement theory, it's based in pretty simple logic. People idolize celebrities, so when famous people are seen in advertisements promoting a new product, audiences are prompted to buy that product, either subliminally or directly. There are methods to fine tune the effectiveness of endorsements, however, that lead to bigger impact. The potential positive effects on product sales cannot be understated. According to a Marketwatch claim in Social Media Week, just one endorsement can spell an increase in sales by 4%, almost immediately. That's why businesses, even small businesses would be foolish to resist the mere exploration of celebrity influencers to promote their brand. Steve Olenski from Forbes magazine states “The brand value added by celebrities is immediate and palpable. When a celebrity signs an endorsement deal with a product, an element of legitimacy is suddenly present in the company, simply because of the power of the name backing it up” (Olenski, 2016). The effects would be substantial if the brand could find a prominent name who influences their audience. RadioShack attempted to use celebrity endorsements in the 2014 Super Bowl ad campaign that aired, but it failed miserably because you didn’t use celebrities from this generation. Instead of using well known celebrities that are known to this generation, you decided to use 80’s pop culture icons like Hulk Hogan. Although, Hulk Hogan was fairly popular at one point, many people did not find this very inspiring. According to Ad Age, a brand that inks an endorsement contract with a celebrity or an athlete can see their stock rise up to .25 as soon as the news is made public. This represents an increase in perceived legitimacy from the celebrity's endorsement, even though the product has not changed at all. I suggest that you take advantage of this strategy because it is highly

It has been discovered by scholars that the credibility of celebrities have a very positive impact on the attitudes regarding brands, advertising and behavior intention of purchase. Furthermore, certain studies have evaluated what activities exert an influence in enhance the credibility of celebrities. For example, there was a recent charitable donation by celebrities of entertainment in South Korea. That demonstrates the charitable giving by celebrities as an efficient personal public relations strategy for enhancing, building and sustaining their credibility (Hwang, 2010). It should be noted that the relationship between brands and celebrities are always altering. When someone turns the television on, flipping through a magazine, surfing

Endorser does not necessarily need to be a celebrity in order to persuade the viewers/audience, any endorser perceived as credible, can positively impact consumers’ attitudes, behaviors and their responses towards the endorsed brand Whenever any advertisement has been shown (in the form of Print or TVC) the respondent develops a certain judgments about it. Mostly the observer believe that if a celebrity is endorsing a brand then he/she might actually loves the brand.Silvera&Austad (2004) found the impact of correspondent inferences on product attitudes was significantly stronger as compared to the impact of attitude towards the endorser. Moreover, correspondent inferences were found to be built on endorser’s “style sense” and on their apparent knowledge about that particular product area, and not on overall ratings of traditional constructs of attractiveness or likeability but in a way the style sense can be considered as a component of

Celebrity endorsement is a billion dollar industries today (Kambitsis et al., 2002) with companies signing deals with celebrities hoping that they can help them stand out from the clutter and give them a unique and relevant position in the mind of the consumer. According to Solomon (2002), the reasons for using celebrity endorsement involves its potential to create awareness, positive feelings towards their advertising and brand. Research has shown that celebrity endorsement can have an impact on the consumer’s attention, recall, evaluations and purchase intentions (Atkin and Block, 1993), Celebrity endorsement is a widely used tactic in marketing and much research

Celebrity endorsements have been started long time ago from 1930s until now, and, it has become a basis of marketing strategies to promoting the branded products (Klaus & Bailey, 2008) and supporting corporate or brand image. Many companies use celebrity endorsement strategy to increase their market share and to increase their profit in selling the products as well. Other than that, effectively used of celebrity endorsements have the potential to enhancing a brand’s competitive position

It is a known fact that the best endorsements achieve an eclectic balance between the product (brand) and the celebrity. Giving a brand a 'face' is more than just a marketing strategy to increase sales or gain market share, it is a decision that can change the future of the brand forever.

Furthermore there are other researches as well which suggest that the approach of using a celebrity to endorse a product can not be viewed as a general practice of using any celebrity for any product endorsement. Pornpitakpan (2003), while discussing match-up hypothesis, describes the results of a study by Erdogen et al (2001) which suggests that "British advertising agency managers considered various criteria like celebrity- target audience match, celebrity-product match, overall image of the celebrity, cost of hiring the celebrity, celebrity trustworthiness, controversy risk, celebrity familiarity, celebrity prior endorsements, celebrity likeability, risk of celebrity overshadowing the brands, celebrity expertise, celebrity profession and celebrity physical attractiveness". A match between the target market and the endorser is important for effectively transmitting right message to target audience. For example, the advertisements which are produced by Pepsi, are mostly targeted for youths and so the celebrity endorsers that they use in their advertisements are young personalities. The match up hypothesis goes true for the multiple celebrity advertising as well. A good example of this is the Pulse Polio campaign taken up in India to eradicate the polio

Scientific studies on the relationship between the world of celebrities and the sphere of marketing can be dated from the 1760s when royal endorsements were used as a marketing device for pottery and chinaware by producers - Josiah Wedgwood and Sons. ("Celebrity Endorsement – Throughout the Ages,"2004). Celebrity endorsement, as an instrument of marketing communication, is becoming increasingly important for commercial marketing. In McCracken's marketing theory celebrities are defined as “using public recognition to promote products by appearing in advertisements” ("Who Is the Celebrity Endorser? Cultural Foundations of the Endorsement Process", Grant McCracken, Journal of Consumer Research, Volume 16, Issue 3, 1 December 1989, Pages 310–321). Nowadays every fifth advertisement is using celebrities. The role of celebrity endorsement is growing with interest in new forms of consumer influence such as product placement. Market research agencies are offering increasingly sophisticated methods to analyze the impact of celebrities on consumer behavior or the branding tool known as the match-up. These analyzes provide hard, empirical evidence on the effectiveness of celebrities in marketing communications.