Concept of celebrity endorsement
Meaning of celebrity endorsement
In India today, the use of celebrity advertising for companies has become a trend and a perceive winning formula of corporate image building and product marketing. Associating a brand with a top-notch celebrity can do more than perk up brand recall. It can create linkages with the stars appeal, thereby adding refreshing and new dimensions to the brand image.
In a world filled with faces, how many do you remember? Admittedly the ones that evoke some kind of feel in you, whether it’s humors, acceptance, appreciation or recognition. These are the faces you’d turn to look at, the ones that would stop you in your tracks. And that’s when you have more than just a face. You have personality.
“Personality that’s reflective of your brand and promises to take it that extra mile”.
The argument supports a position by citing the endorsement of someone who is well known famous. The person need not necessarily be an authority implies that the endorser’s game alone is sufficient to establish the truth of the position.
As existing media get increasingly cluttered, the need to stand out has become paramount- and celebrities have proved to be the ideal way to ensure brand prominence. Synergizing personality with product and message can create an instant breakthrough. Result? Brand buzz. People begin to notice, opportunities come about. People want to be part of the brand.
“Touch it. Feel it. Experience it.”
‘Celebrities as brands’ is a concept-selling challenge, as the current notion of celebrity management is far from ideal – it’s perceived as a business that merely attaches celebrity to the brand to get that added advantage. However, the actual job is not mere brokerage --- it’s about selecting a celebrity whose characteristics’ are congruent with the brand image.
Before we proceed to identify the right celebrity or personality and test the correspondence bias lets first have a look at the literature survey done, address a few issues involved in celebrity advertising and understand the methodology of the study.
Using celebrities in advertising dates back to the late nineteenth century and this common advertising practice has drawn a considerable amount of academic and practical attention. Most academic investigations of celebrity endorsement have been contextualized in the realm of source credibility and attractiveness models, and suggest that celebrities exert their influence on consumer through perceived attributes such as expertise, trustworthiness, attractiveness, familiarty, and likeability
Another stream of research on celebrity endorsement which labeled the “match-up hypothesis: has examined the lift or “match” between a celebrity and product being endorsed, and maintains that celebrity endorsement is more effective when the in similar vein, McCracken suggest that a: celebrity who best represent the appropriate symbolic properties “of the product should be selected, thus highlighting the importance of the cultural meanings of celebrities in the endorsement process.
Celebrites embody a collection of culturally relevnt images, symbols, and values. As the images of the celebrity become associated with the products through endorsement, the meanings they attach to the product are transffered to consumer through and consumption. Therefore, the practice for celebrity endorsement should be closely related to the cultural context in which the images of celebrities are formed and individual celebrites are selected to be linked with particular products.
For advertising practitioners, employing an appropriate celebrity endorser to promote a product is important and difficult tasks. For instance , as suggested in the theoretical literature , professional at advertising agencies and their companies in the united states and united kingdom cited celebrity attributes such as image , trustworthiness
Familiarity, as well as the fit between celebrity and the product, as important factors for choosing the appropriate endorsers.
Other highly ranked decision factors include celebrity/ target- audience congruence, costs of securing the celebrity, the celebrity’s risk of controversy, and the celebrity’s prior endorsement. As suggested by Erdogan, Baker, and Tagg (2001), the perceived importance and the actual use of endorser selection criteria may vary from culture to culture.
Differences in the entertainment industry and the agency business, and more broadly, in the cultural environments are likely to influence the execution of the celebrity endorsement strategy across countries.
Arguing for standardized advertising across countries, some contend that consumer demands and tastes have become similar on a global scale (and that using celebrities with world wide recognition in advertising is an effective means of overcoming cultural difficulties.
Others claim that despite some observed convergence among consumer around world, fundamental values still remain divergent across cultures. Therefore, international advertisers cannot assume that the same advertising technique should be uniformly applied or that it will be equally effective in different countries. Yet research on similatries and differences.
Celebrity endorsements are very expensive. Therefore their use in an ad should be justified. In other words, the message strategy for a brand should strongly warrant the use a known face in an idea. Sadly, very often the celebrity is hired first and an idea is then weaved around his or her presence.
Khan stresses, “The important thing to remember is that putting a celebrity in an ad is not an idea in itself. Unfortunately, this is how most celebrities are being used in Indian advertising, where they just become a prop. Ideally, there should be an idea that makes the celebrity relevant to the product and the consumer.”
A celebrity’s presence in the ad should be contextual. When Sachin Tendulkar declares, “Boost is the secret of my energy,” it doesn’t seem out of context. Internationally, Nike’s association with Michael Jordan is legendary and also logical.
Mendonza adds, “I think celebrity endorsements work best when the celebrity is not introducing the brand. When the product already has a strong identity and a USP that is well established, then a celebrity can come in and give the brand an added fillip and generate some more interest value. However, what is of paramount importance is to find a complete fit between the values of the brand and the values of the celebrity. One needs to create a unique situation or story that links the celebrity to the product.”
Meaning of celebrity endorsement
In India today, the use of celebrity advertising for companies has become a trend and a perceive winning formula of corporate image building and product marketing. Associating a brand with a top-notch celebrity can do more than perk up brand recall. It can create linkages with the stars appeal, thereby adding refreshing and new dimensions to the brand image.
In a world filled with faces, how many do you remember? Admittedly the ones that evoke some kind of feel in you, whether it’s humors, acceptance, appreciation or recognition. These are the faces you’d turn to look at, the ones that would stop you in your tracks. And that’s when you have more than just a face. You have personality.
“Personality that’s reflective of your brand and promises to take it that extra mile”.
The argument supports a position by citing the endorsement of someone who is well known famous. The person need not necessarily be an authority implies that the endorser’s game alone is sufficient to establish the truth of the position.
As existing media get increasingly cluttered, the need to stand out has become paramount- and celebrities have proved to be the ideal way to ensure brand prominence. Synergizing personality with product and message can create an instant breakthrough. Result? Brand buzz. People begin to notice, opportunities come about. People want to be part of the brand.
“Touch it. Feel it. Experience it.”
‘Celebrities as brands’ is a concept-selling challenge, as the current notion of celebrity management is far from ideal – it’s perceived as a business that merely attaches celebrity to the brand to get that added advantage. However, the actual job is not mere brokerage --- it’s about selecting a celebrity whose characteristics’ are congruent with the brand image.
Before we proceed to identify the right celebrity or personality and test the correspondence bias lets first have a look at the literature survey done, address a few issues involved in celebrity advertising and understand the methodology of the study.
Using celebrities in advertising dates back to the late nineteenth century and this common advertising practice has drawn a considerable amount of academic and practical attention. Most academic investigations of celebrity endorsement have been contextualized in the realm of source credibility and attractiveness models, and suggest that celebrities exert their influence on consumer through perceived attributes such as expertise, trustworthiness, attractiveness, familiarty, and likeability
Another stream of research on celebrity endorsement which labeled the “match-up hypothesis: has examined the lift or “match” between a celebrity and product being endorsed, and maintains that celebrity endorsement is more effective when the in similar vein, McCracken suggest that a: celebrity who best represent the appropriate symbolic properties “of the product should be selected, thus highlighting the importance of the cultural meanings of celebrities in the endorsement process.
Celebrites embody a collection of culturally relevnt images, symbols, and values. As the images of the celebrity become associated with the products through endorsement, the meanings they attach to the product are transffered to consumer through and consumption. Therefore, the practice for celebrity endorsement should be closely related to the cultural context in which the images of celebrities are formed and individual celebrites are selected to be linked with particular products.
For advertising practitioners, employing an appropriate celebrity endorser to promote a product is important and difficult tasks. For instance , as suggested in the theoretical literature , professional at advertising agencies and their companies in the united states and united kingdom cited celebrity attributes such as image , trustworthiness
Familiarity, as well as the fit between celebrity and the product, as important factors for choosing the appropriate endorsers.
Other highly ranked decision factors include celebrity/ target- audience congruence, costs of securing the celebrity, the celebrity’s risk of controversy, and the celebrity’s prior endorsement. As suggested by Erdogan, Baker, and Tagg (2001), the perceived importance and the actual use of endorser selection criteria may vary from culture to culture.
Differences in the entertainment industry and the agency business, and more broadly, in the cultural environments are likely to influence the execution of the celebrity endorsement strategy across countries.
Arguing for standardized advertising across countries, some contend that consumer demands and tastes have become similar on a global scale (and that using celebrities with world wide recognition in advertising is an effective means of overcoming cultural difficulties.
Others claim that despite some observed convergence among consumer around world, fundamental values still remain divergent across cultures. Therefore, international advertisers cannot assume that the same advertising technique should be uniformly applied or that it will be equally effective in different countries. Yet research on similatries and differences.
Celebrity endorsements are very expensive. Therefore their use in an ad should be justified. In other words, the message strategy for a brand should strongly warrant the use a known face in an idea. Sadly, very often the celebrity is hired first and an idea is then weaved around his or her presence.
Khan stresses, “The important thing to remember is that putting a celebrity in an ad is not an idea in itself. Unfortunately, this is how most celebrities are being used in Indian advertising, where they just become a prop. Ideally, there should be an idea that makes the celebrity relevant to the product and the consumer.”
A celebrity’s presence in the ad should be contextual. When Sachin Tendulkar declares, “Boost is the secret of my energy,” it doesn’t seem out of context. Internationally, Nike’s association with Michael Jordan is legendary and also logical.
Mendonza adds, “I think celebrity endorsements work best when the celebrity is not introducing the brand. When the product already has a strong identity and a USP that is well established, then a celebrity can come in and give the brand an added fillip and generate some more interest value. However, what is of paramount importance is to find a complete fit between the values of the brand and the values of the celebrity. One needs to create a unique situation or story that links the celebrity to the product.”