CELEBRITY ENDORSEMENTS
By Mariyam Khan
WHO IS A CELEBRITY ? Celebrities are people who enjoy
public recognition by a large share of a certain group of people
Actors (ex Shahrukh khan, Amitabh Bachhan ),
Models (ex. Vaneeza Ahmed, Iman Ali)
Sports athletes (ex. Shahid Afridi, Sachin Tendulkar, Roger Federer )
Entertainers (ex. Anwar Maqsood, Umer Shareef)
Pop Stars (ex. Jal, Atif Aslam,Call)
Businessmen (ex. Dirubhai Ambani)
Politicians Fictional celebrities (Ronald McDonald, Fido dido, Amul Girl,
Dentonic guy)
CELEBRITIES APPEAR IN PUBLIC IN DIFFERENT WAYS 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
HOW A FIRM EMPLOYS A CELEBRITY Testimonial Endorsement Actor Spokesperson
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
HOW CELEBRITY ENDORSEMENTS AFFECT CONSUMER PURCHASE DECISION 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.
RESEARCH SHOWS:
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
Several models have been developed that
give insight to independent variable
effecting celebrity endorsement and hence
its efficacy.
(A) SOURCE CREDITABILITY AND ATTRACTIVENESS 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.
(B) THE MATCH-UP HYPOTHESIS 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.
(C) MODEL OF MEANING TRANSFER
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.
(D) MULTIPLE BRAND AND CELEBRITY ENDORSEMENT some celebrities are endorsing
several brands or a specific brand is endorsed by
different spokesperson
ENDORSEMENT: RISKS 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
ENDORSEMENTS: RETURNS Build Awareness Connects Emotionally Quick Connect: Means of Brand differention Source of Imitation and
hence inducing increased product usage
Better Brand Image
CONCLUSION 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.