Endorsement has an impact on customer’s awareness
Celebrities are people who
enjoy public recognition by a
large share of a certain group
Actors (Morgan Freeman, Jenifer
Sports athletes (Cristiano Ronaldo,
Music stars (Lorde, Kanye West,
Fictional celebrities (Ronald
They appear in public when
fulfilling their profession.
They appear in public by attending
special celebrity events.
They are present in News,
Fashion magazines and tabloids.
Celebrity endorsements are more
typical for nationally marketed products
then for local or niche market products.
Celebrity endorsement has a recall of the
Celebrities have credibility on expertise
that makes the product more desirable or
enhances perceptions of quality.
The celebrity endorsers image is
transferred to the product so that those
who use the product are associated with
The endorser has to be trustworthy enough to modify people’s attitude towards the brand.
Source attractiveness refers to the endorsers physical approach, personality, likeability, and similarity to
the receiver, thus to the perceived social values of the source.
Effectiveness depends on the existence of a “fit” between the celebrity
spokesperson and endorsed brand.
It says that celebrity endorsement will only effect buying behavior if the
characteristics of the product “match-up” with the image conveyed by the
First: meanings attributed to the celebrity become associated
with the brand in the consumers.
Second: customer acquires the brands meaning.
Third: the importance of the consumer’s role in the process of
Some celebrities are endorsing several brands.
Or a specific brand is endorsed by different
Celebrity overshadows the brand.
Celebrity creditability a question mark for the competent customer.
Influence of Celebrity scandals and moral violation on brands.
Brand awareness and recall.
Celebrity value defines and refreshes brand image.
Increase in sales figure.
Easy to distinguish products.
Giving message to the target market.
S=P* D*AV--the multiplier effect
Where S is a successful brand.
P is an effective product.
D is Distinctive Identity.
AV is Added values.
1. Education Portal http://education-portal.com/academy/lesson/celebrity-
1. Gerrie Lim (Cyan Books, 1 September 2005) Idol to Icon: The Creation of Celebrity
Brands, ISBN 1904879187 and ISBN 978-1904879183.
3. Advertising and Marketing on the Internet: Rules of the Road | BCP Business Center
4. Wikipedia http://en.wikipedia.org/wiki/Celebrity_branding
5. Celebrity Branding http://www.slideshare.net/Jay1991/celebrity- endorsement-