abhishreshthaa
Abhijeet S
‘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.
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.