Scope of Celebriity Endorsement

[abhishreshthaa]

The use of testimonials by advertisers dates back to the 19th century when medicines were patented. Firms have been juxtaposing their brands and themselves with celebrity endorsers (e.g., athletes, actors) in the hope that celebrities may boost effectiveness of their marketing.


The increasing number of endorsement throws a valid question to the consumer. Is there a science behind the choice of these endorses or is it just by the popularity measurement? What are the reasons which lead to impact of celebrity endorsement on brands?


Through research and analysis, this paper develops a 14 points model, which can be used as a blue print criterion which can be used by brand manager for selecting celebrities, and capitalizes the celebrity resource through 360 degree brand communication, since our research proposes it as the foundation brick of the impact of celebrity endorsement. Our study reveals that impact of celebrity endorsement is proportional to the 14 factors discussed in the model


The success of a brand through celebrity endorsement is a cumulative of the following 14 attributes. Greater the score of the below parameters , greater are the chances of getting close to the desired impact

 

[siggu]

brother i cant find the link to the file here..please help!

 

[Business-education]

It is not easy to go for celebrity endorsement, it includes shit loads of money. Brand ambassador has numerous benefits and the amount used in celebrity endorsement is worth.

Benefits of Celebrity Endorsement

1) Brand visibility

2) High recall

3) Brand recognition

 

[jitendra05]

The use of testimonials by advertisers dates back to the 19th century when medicines were patented. Firms have been juxtaposing their brands and themselves with celebrity endorsers (e.g., athletes, actors) in the hope that celebrities may boost effectiveness of their marketing.


The increasing number of endorsement throws a valid question to the consumer. Is there a science behind the choice of these endorses or is it just by the popularity measurement? What are the reasons which lead to impact of celebrity endorsement on brands?


Through research and analysis, this paper develops a 14 points model, which can be used as a blue print criterion which can be used by brand manager for selecting celebrities, and capitalizes the celebrity resource through 360 degree brand communication, since our research proposes it as the foundation brick of the impact of celebrity endorsement. Our study reveals that impact of celebrity endorsement is proportional to the 14 factors discussed in the model


The success of a brand through celebrity endorsement is a cumulative of the following 14 attributes. Greater the score of the below parameters , greater are the chances of getting close to the desired impact

Hey abhi, you have explained the whole concept of celebrity endorsement through your article and it is really going to help many people. Well, i am also uploading a document where you would find some more detailed information on the celebrity endorsement.