Impact of Celebrity Endorsements on Brand Image

According to Webster dictionary, a celebrity is defined as a famous or celebrated person. Celebrities serves as role models, heroes, cultural commentators, charity spokespeople, and political candidates. An exploration of celebrity culture uncovers changing conceptions of legitimacy, authority, and credibility at play in our culture (The Hedgehog Review, 2005) .There is a celebrity culture that has engulfed Canada, and indeed North America for a while now because celebrity culture is alluring, even to those who are embarrassed to admit it. There has been increasing infiltration of celebrity culture into politics. The media might have deliberately and unwittingly contributed in perpetuating this celebrity culture.

This bond that is created between the viewer and a celebrity helps understand the effectiveness that endorsements have where marketers have failed. The celebrity builds character in the eyes of the public and that character carries on into the product he is endorsing, and even though a part of the persuasion has to exist in the product itself, but a celebrity uses his status and the character he has built to gain credibility and likeability among the target audience. This character the celebrity transfers to the product is known as the “meaning “(2). The transfer of the meaning to the product goes through three stages. The first stage is in finding the celebrity with the desired meaning that they want to carry to the product this requires casting from the wide world of celebrity endorsers. The second stage is choosing which celebrity embodies the meaning the marketing campaign requires for the product, this stage is subject to expense restraints and availability. After deciding on an endorser stage three is the most complicated stage as in this step the endorser has to be able to transfer that meaning into the product, they have to make this meaning “available to the consumer in a material form”(2), this stage allows the consumer to accept the meaning they are given and accept the product and you use is a tool to build their own character. These three steps not only

Celebrity Endorsement is a form of brand or advertising that involves a well-known individual using their fame to help promote a product or service. The most common business users of products are manufactures of perfumes, and clothing. Some Techniques that are used are for example, television ads and launch event appearances.

Celebrities have qualities that make them exceptional in their fields of expertise, be it sports or entertainment, people recognize and admire them. A celebrity endorser is "Any

One of the main differences in our findings was whether or not our interviewees would stop buying from a brand if the celebrity endorsing them had a scandal. The answers to this question were all over the board. Some said that they don’t care if a celebrity messes up and it has no effect on their relationship with the brand, while others thought that unless the brand was directly involved, they also did not care. Some, however, said that they would stop purchasing from a brand if they had a scandal with a celebrity

A group of people subject to continuous glamour and publicity has taken the spotlight, creating the American world of the “celebrity”. “It does not seem to matter what the man is the very best at; so long as he has won out in competition over all others, he is celebrated” (P. 74). Celebration is the basis of their existence. Propagated by the mass media, they have become part of the national prestige—shadow of money and power. This competition for attention is joined

When we watch television, or read through magazines, we often see advertisements featuring stars, or celebrities that we respect. Companies use the celebrity's influence on people to get the public to buy their product,

Have you ever wondered what influences us to behave the way we do? Look a certain way? Or even looked for an explanation to what causes us to apply a certain perspective regarding personal and controversial issues? One of the answers to these questions may revolve around the influence we absorb from celebrities. A definitive term for celebrity is an iconic figure to a category or group who has achieved success in one or multiple aspects of their lives. As a result, these individuals have drawn in publicity and fame. Over the years with the advances in media and other forms of communication, celebrities have become topics of discussion worldwide, rather if it’s at school, with colleagues or at the dinner table, it is fair to say that

Celebrities are everywhere in the news, the latest gossip appears in the weekly magazines without fail. Whether they be an actor, athlete, dancer, designer, model, singer or just rich; there is someone out there who is watching that person like a hawk, not letting a single breath go unnoticed. Such is the life of the rich and famous, under the incessant gaze of journalists and the paparazzi. Lives that many people take a great interest in and admire to the point where others would liken this great interest and admiration to a cult-like worship of celebrities. This is a brief description of what I think to be celebrity culture.

In the modern America, there are many celebrities who are very popular of their own fame, but not famous for their skills on their industries. To list the famous celebrities: Paris Hilton, Justin Bieber, and Kim Kardashian. These three celebrities are very popular for being famous on TVs that fame could come from bad or good images. They are well known for their lack of personalities than their achievements in the celebrity lives. For an example, Justin Bieber has many male anti-fans who hates him for his personalities or lack of musical skills, and maybe some are just jealous of Justin's fame because he got popular so quickly on the internet. These ideas go same as the other two celebrities that I mentioned, yet, Kim and Paris are also well known for the leaked sex tapes that issued the whole world because they have the attractive physical bodies that everyone looks for when looking at a female celebrity.

misleading or insulting the intelligence of the customer. A celebrity can attract attention to a new or failing product and boost consumer ratings. While a celebrity usually does influence people to buy certain products, this does not mean that they are manipulating a person to buy it. Usually the makers of the product ensure that it looks appealing to the customers eye while the celebrity just advertises it and brings it positive attention.

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

Celebrities and ordinary people are identified in different categories. Celebrities are the elite or ones who have a prodigious influence on the public. Famous people range from artist all the way down to politicians. Ordinary people are common citizens of the world. Conventionally, this refers to one who conducts a rudimentary life with no authentic exposure to spotlight attention. This may additionally mean ordinary people have not accomplished as much as a celebrity. Although celebrities and ordinary people hold different designations and lives, they are not much different from one another. Sure enough, celebrities and regular people are disunited by an abundance of things. Of the many things many things, the more conspicuous are lifestyle, privacy, and wealth, nevertheless, it is those very qualities that make famous people and mundane people homogeneous.

Have you ever wondered why celebrities advertise for products that you wouldn't think the celebrity would ever use? There are many reasons why a celebrity would advertise for a company like McDonalds or Pepsi. In return children and teenagers are greatly influenced by these celebrity endorsements. These celebrities don't use the products that they appear to use in advertisements, they get payed a lot of money to make it look like they use certain products.

Abstract The term celebrity branding is often confused with a similar sounding and decipherable term called celebrity endorsement. While in case of the later, celebrities from various professional domains are