The Influence Of Celebrity Endorsement

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

In an age were social media sits at the forefront of global connectivity and communication, the political arena has never had been more exposed the unpredictable nature of public engagement and response. It shouldn’t come as a surprise that the formality and ceremony of traditional political engagement has, to an extent, been abandoned. Throughout the course of the 2016 US presidential election, celebrities have used their status and personal platform to voice their stance in the debate and name their preferred candidate. This essay will explore: The current trends of celebrity rhetoric in the current campaign and how each respective party compares; how celebrity translates or carries authority and creditability in this arena; and how social media and digital platforms have been employed to share, spread and generate public debate based on this form of rhetoric. Therefore measuring the public response, success and criticism towards current celebrity endorsements.

It is known to be true that the best endorsements achieve a deriving ideas, style and taste between the product and the celebrity. Giving a brand an appearance is more than just a marketing strategy to increase sales; it is a decision that can change the outcome of the brand for the

The use of innovative marketing tactics are often implemented to achieve success in the restaurant industry. Using celebrity endorsers as part of the promotion for the restaurant is one common practice. Using celebrities, a restaurant or restaurant chain can distinguish itself from its competitors by increasing the brands reputation and name. Developing positive attitudes towards the brand as well as maintaining loyal customers increases sales and allows the restaurant to gain a distinct advantage over their competitors. The appropriate endorser must be chosen carefully, as the selection of the celebrity can have a positive impact on consumer perception. Conversely, selecting an inappropriate celebrity may have a negative impact resulting in a reduction of sales as well as poor brand reputation. Social media presence is also key for the promotion and success of the restaurant. Using marketing strategies which include the internet, Twitter, Facebook, Magazine, and newspaper coverage, celebrities can help the restaurants brand grow. This paper will explore the various reasons of how celebrity endorsements impact consumer perception.

Consumers want to be reassured that the decision of buying a specific brand is sensible and would pay off while consuming the product/brand. Most of the times advertising helps consumers come out of the state of cognitive dissonance and satisfy with their decision of buying a particular brand. Celebrity endorsements can help consumers achieve this state of satisfaction. Celebrity endorsements have long been used to convince consumers to buy products. It 's an effective method of creating value, recognition and credibility for a brand

Influence consumer purchase: Association with a celebrity is a matter of prestige, his/her involvement in an advertisement would influence his/her fans to adopt the same brand. Example an advertisement featured by any of Real Madrid or Barcelona stars would generate new accounts for the Organisation because it has been testimony by their favorite celebrity.

Celebrities can have significant influence on consumer decisions because they are recognizable and admired by many of their followers. The majority of advertisers hire celebrities to influence people to buy their product. For example, a company would want to hire Stephen Curry, a basketball star, to be a spokesperson for the sportswear, Under Armor. This example demonstrates the fact that under armor believes that Stephen Curry, a professional basketball player, can persuade athletes to purchase their product. This causes consumers start believing that Under Armor is the new fashion for athletes.

Celebrities can have a significant influence on consumer choice because they are widely followed, easily recognizable, and have a large influence on youth because of their certain skills or talents. For example, Kylie Jenner advertises her lipstick line,”Kylie’s Lip Kit”. This example shows that people will buy a product because they trust the opinion of the celebrity advertising it. This is a good match as it Kylie Jenner is known for beauty products, which would cause people to buy the lipsticks. Kylie most likely wanted herself to advertise her own products, as to not make any consumers think that she doesn’t use it herself.

|ANALYSE THE IMPACT OF USING A CELEBRITY TO ENDORSE A PRODUCT VIZ A COMMON PERSON ENDORSING THE SAME PRODUCT. CHOOSE BRANDS FROM THE|

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

When we go through the streets, when we watching a movie, overall, everywhere we see advertisements with celebrities posted by different companies from car manufacturers to milk producers. Using celebrities is a common type of globally advertising (Dwivedi, McDonald, & Lester, 2014). Besides, it influences brand recognition among all types of consumers (Chan, Leung, & Edwin, 2013). Several suitable illustrations of this type advertising are George Clooney, who is an actor of United States of America, promoted Nespresso Coffee machines, David Beckham, who is a sportsman of United Kingdom, prompted Adidas sportswear, (Dwivedi et al., 2014) Furthermore, listed companies follow significant instructions, which are created by marketers, in order to get the highest brand awareness and brand image from the use of celebrity endorsement. However, there are advantages and disadvantages of celebrity endorsement approaches.

In the present scenario of information explosion and media power, the advertisement plays a major role in changing customer perception about brands. Each brand wants to acquire maximum share in the market. For this purpose marketers adopt many different advertising techniques to promote their products.

Celebrities reflect the modern society, transfer their associated qualities to the brand and project a living, breathing image to the product as opposed to a faceless entity. This triggers a chain of social influence which allows the consumers to be in accord instantly with the communicated attitude.

This literature review aims to provide a comprehensive account of the different theories which will provide frameworks for answering market research questions relating to “The impact of celebrity endorsement on a customer’s buying behavior” and using celebrities in advertising and endorsing different products. Various Theories selected within this literature review are those which constitute a core of consumer buying behavior theory in relation with the marketing principles. In particular, the literature is also reviewed which genuinely examines the influence and impact of celebrities in advertising and endorsing various consumer products.

A main factor that is used to heavily influence buyers is celebrity attachment. This takes advertising to a new level by adding celebrity involvement to better promote the product at hand. Generally speaking, if an individual sees a commercial starring their favorite actor or athlete, they will be more inclined to make the purchase. Nowadays organizations who are very serious about advertising their products usually have already identified their goal objectives. In