Impact of Celebrity to Brand Image

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

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”

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

It is not uncommon to see celebrities on TV market in other products, author Sue Jozui has other opinions. Author Sue Jozui in her excerpt, explains her view that there should be rules for celebrities endorsing other products and being misleading. The author supports her opinion by first explaining about how a celebrity may advertise a coffee, or a brand of car. She continues by arguing that advertisements are misleading. The author´s purpose is to draw awareness to this issue and wanting a prompt change so that new rules can be put in place to regulate the marketing and advertising industry. The author sets an informative tone for the consumer. The argument Sue Jozui, the author is making is that she believes there should be rules on celebrity endorsements, however the consumer may disagree because they have the power to buy the product.

In Celebrity Endorsement still push Product by: Dean Crutchfield is saying you don’t know what you’re going to get once it’s out there, some sells go good and some don’t, but celebrity endorsements are always worth investing in. Advertisers choose celebrities who represent the image and promise of their brand. Most people purchase a product because they know a celebrity uses the item, for example an actress expressed in a commercial that a certain lipstick made her lips fuller. A lot of sports people will buy a pair of sneakers because they think it will make them jump as high as the athlete wearing them.

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

Furthermore, a transformation from a symbolic capital to an economic capital (Bourdieu,1986) within celebrity industry can demonstrate the significance of sign value over the use value in promotional culture. The attention transformed from a function to a sign value seems to shift the purpose of producing a product. In fact, promotional culture always associate with cultural and social forms such as human relations, in which helps to sell a sense of recognition and belonging (Rojek, 2001). It is worth to note that promotional culture assists in selling a symbolic capital rather than a material. Take Beyoncé’s visual album Lemonade to illustrate the meaning of conveying a sense of belonging and community through promotion. Firstly, Lemonade

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

On a television screen or a tabloid magazine celebrities extravagant lifestyle and attractiveness has extraordinary influence in the public eye. Their influence is extensive due to the constant spotlight that is placed upon them in the mainstream media. Celebrity refers to fame or public attention accorded by the mass media to individuals or groups of people themselves who receive such a status of fame and attention (wikipedia). Their influence is perhaps greatest in the fashion industry. From the top grossing brands to the lowest, the endorsement of a celebrity can catapult their brand into the spotlight. Whatever they wear is recorded or photographed and then seen by fans who want their look. When consumers see a celebrity wearing a brand they are less apprehensive and scurry to purchase the item before it sells out. Celebrities endorsing other products has led to celebrity brands success.

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.

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.

Celebrity Endorsements & Brand Building Indian advertising started with the hawkers who used to call out their wares right from the days when cities and markets first began. With this evolved a strategy that tried to benefit from the emotional attachment of the admirers or the fans of the celebrities; in the form of celebrity endorsement. In the report,I have focused on the impact of celebrity endorsement

Product placement and celebrity endorsements. According to Anderson (2012), the use of non-traditional media tactics such as product placement will separate the new cereal from the competitors. This is effective for Healthy Choice segment and Thrill-seeker segment, when showing the new cereal consumed by popular opinion leaders (e.g. famous movie personalities or sports celebrities) in realistic settings, would increase the brand attitude of consumers leading to purchase intention. Similar effect is achieved through celebrity endorsements which use popular and well-respected celebrities to talk about or consume the new cereal. The chosen celebrity should match the target consumer segments so that the consumers would relate to him or her.

In addition, a celebrity is capable of transferring their image to the product the company advertising. “Company have taken this opportunity into account and tries through using it as an advertising tool, to gain a high brand exposure, attention, interest, desire, and action"(D,Chaboet , et. al, 2005).