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 They act as spokes people in advertising to promote products and services
celebrity endorsements are more typical for nationally marketed products then for local or niche market products Because the celebrity is recognizable globally, it is a low cost way to achieve cross group coordination
celebrity endorsement have recall of the product 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 image.
celebrity endorsements enhance brain recall. subject tended to like the product more when it was endorsed by the famous athlete than by an average citizen Success of fictional Celebrity endorsement
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 The model basically focuses on the belief that persons who perform well on one dimension are assumed to excel on others as well.
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 celebrity.
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 endorsing brands.
some celebrities are endorsing several brands or a specific brand is endorsed by different spokesperson
Celebrity overshadows the brand Necessary Evil Celebrity creditability a question mark for the competent customer Conflicting Image Multiple Endorsement Influence of Celebrity scandals and moral violation on brands
BuildAwareness Connects Emotionally Quick Connect: Means of Brand differention Source of Imitation and hence inducing increased product usage Better Brand Image
Before choosing the celebrity the marketer has to decide how far the benefits outweigh the risks associated. Because celebrity endorsement can create a buzz and make a consumer feel better about the product but it can not itself guarantee sales.