The Influence Of Celebrity Endorsement

2371 WordsOct 20, 201410 Pages
Celebrity endorsement can be defined as any person who enjoys public recognition and fame, and uses their fame to help promote a consumer good by appearing with it in an advertisement. (McCracken 1989, p. 310). The art of using celebrities to promote products dates back to the early 1900’s and in recent times it has implemented itself as one of the most popular methods of advertising, being perceived as a winning formula for product marketing and brand building. Infact, it is such a growing trend that approximately 20-25% of television advertisements in the US include a celebrity. (Shimp, 2000). It is also said that celebrity endorsements are able to transfer meaning, generate interest and influence brand recognition for consumers. (Spry et al, 2009). Brand recognition is a vital component for any successful business, and helps it build brand loyalty, which is a theory in which a consumer generally buys the same manufacturer originated product or service repeatedly over time rather than buying from multiple suppliers within the category. (American Marketing Association, 2009). In the 21st century, celebrities are seen as global icons and a symbol of power and status. (Berger & Choi, 2009) and as a result an estimated $50 billion is invested globally on corporate sponsorships and endorsements. Studying the effects of celebrity endorsements over the context of social media can help us understand the influence that celebrities have over the decision making ability and

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