Impact of Celebrity Endorsements on Brand Image

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Impact of Celebrity Endorsements on Brand Image


Celebrities are people who enjoy public recognition by a large share of a certain group of people.
Whereas attributes like attractiveness, extraordinary lifestyle or special skills are just examples and specific common characteristics that are observed and celebrities generally differ from the social norm and enjoy a high degree of public awareness. The term Celebrity refers to an individual who is known to the public actors e.g.(Nana Ama Mac Brown sports figure e.g. Michael Essien, entertainer e.g. Sarkodie e.g.) for his or her achievements in areas other than that of the product class endorsed (Friedman and Friedman,1979).or having wider influence in public life and
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To promote his fashion clothing house La Maison Worth, he sought a high society lady and an influencer of the court fashions, Princess Von Metternich, wife of the then Austria’s ambassador to France and close friend of Napoleon’s wife Empress Eugenie. This celebrity’s patronage and connection with La Maison Worth, contributed immensely to the success and status of this couture house, as the most influential in the world at its time.
Since then, there has been an intricate relationship to people 's identity in such a way in that celebrities are often viewed as a useful endorsement in transferring and communicating the meanings and symbols of a brand image to the general public.
Nowadays Companies invest large sums of money to align their brands and themselves with endorsers. Such endorsers are seen as dynamic with both attractive and likeable qualities (Atkin and Block, 1983), and company’s plan that these qualities are transferred to products via marcom activities (Langmeyer & Walker, 1991a, McCracken, 1989). Furthermore, because of their fame, celebrities serve not only to create and maintain attention but also to achieve high recall rates for marcom messages in today 's highly cluttered environments (Croft et al, 1996, Friedman and Friedman, 1979). Some brands can reject celebrity endorsement outright and emerge in a better off position than their rivals.
The celebrity’s role is the most explicit and profound in incarnating user associations
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