Celebrity Endorsements of High Involvement Brands Evoke Cognitive Evaluations That Can Erode Brand Equity and Affect Celebrity Credibility

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"Celebrity endorsements of high involvement brands evoke cognitive evaluations that can erode brand equity and affect celebrity credibility"

Abstract:

Celebrity endorsement is one of the most commonly used channels of brand communication which a celebrity acts as the brand 's spokesperson and endorses the brand 's claim and position by extending his/her personality, popularity, stature in the society or expertise in the field related to the brand that he/she is associated with. Celebrity endorsements have long been seen as one of the most preferred tools to build a firm 's brand equity by advertisers. This strategy has largely been successful. In fact every possible brand that enjoys high equity amongst its target populace has used
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But in recent years, the increasing clutter of advertisements has meant that just having an advertisement is not enough. A differentiating factor is needed in these advertisements too and one of the methods used by many big brands is celebrity endorsements. Celebrity endorsements, if effectively executed, can do wonders for a product or service. For starters, it can effectively differentiate itself from other advertisements.

But to understand the essence of celebrity endorsements, we need to know who a celebrity is. A dictionary definition suggests that a celebrity is someone of renown, distinction or eminence. The area of distinction could span across various fields such as sports, cinema, fine arts, music, education and many more such fields. More often than not these celebrities are role models for many aspiring youngsters. According to Friedman and Friedman, a "celebrity endorser is an individual who is known by the public for his or her achievements in areas other than that of the product class endorsed".

A celebrity usually enjoys a high degree of visibility, and when this visibility is combined with the power associated with a brand, it can create a lasting impression in the minds of a consumer. Celebrity endorsements can ensure a high degree of attention, recall and above all loyalty from consumers.

Although, it must be taken into consideration that celebrity endorsements can even mar the image of a brand or vice versa. There have been many

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