Effectiveness of the celebrity endorsement in order to check that factors which are said to most influencing on celebrity endorsement, this paper presents the research about the factors, to which. Determine the most preferred celebrity which people like to see in an advertisement endorsing a product to determine the effectiveness of celebrity endorsement in brand recall to determine the brand recall with different celebrities to understand the influence of celebrity endorsement in purchase decision to determine the brand-celebrity fit/congruence of selected endorsement. Have you been taken in by celebrity endorsements because you trust what your favorite stars have to say if so, you might want to take a hint from the federal trade commission before you put down. The effects of endorsements on sales and loyalty the potential positive effects on product sales cannot be understated according to a marketwatch claim in social media week, just one endorsement.
216 journal of creative communications 10(2) the extant literature has primarily looked into celebrity attributes, such as, attractiveness, credibility, gender, product-image match and popularity, as factors of effective endorsements. The effectiveness of celebrity endorsement has been explained using prior theories and models of celebrity endorsement, including the source model (mcguire, 1985), the meaning transfer model (mccracken, 1989), match-up hypothesis (kamins, 1990), and social identification theory (tajfel, 1979), most of which have been focused on the relationship. A lot of lessons can be taken from analyzing celebrity endorsements on social media these social media campaign examples are just a sample of how brands have successfully used celebrity endorsements.
The power of the celebrities lies in these influences that they exert on consumers, even though they themselves are physically and socially distant from an average consumer(choi & rifon, 2007) 23 celebrity versus non‐celebrity endorsement effectiveness international research journal of commerce arts and science http:wwwcasirjcom page 323. Fig 1 celebrity endorsement effectiveness model adapted from grewal et al (1997) 56 j of the acad mark sci (2017) 45:55-75 attention to this celebrity's ad (wei and lu 2013. Endorsement by a government employee refers to a study by frizzell in which the effectiveness of a celebrity endorsement was compared against the endorsement of a state department representative (political issue.
However celebrity endorsement does not automatically guarantee greater success, nor is the effectiveness same for every brand of a particular celebrity thus it becomes important for organizations to understand how celebrity endorsement affects their brand. Celebrity endorsement in advertising is a popular strategy worldwide celebrities are hired because they are perceived to be more credible endorser of products compared to non-celebrities. The authors, anita elberse and jeroen verleun, find that while stocks go up roughly a quarter of a percentage point, on average, with a celebrity endorsement, sales for products endorsed by athletes go up by an average of 4.
Celebrity endorsement is commonly used to maximise the impact of an advertisement among the reasons for engaging celebrity in advertisement is to build product awareness. Celebrity endorsement is a phenomenon widely used by companies and studied by researchers despite the generally positive aspects of endorsement on the evaluation of products, in some cases, celebrities cannot substantially help promote products. Studied the impact of celebrity endorsements on advertising effectiveness one of the theories used frequently by these researchers is the match-up hypothesis. Celebrity branding or celebrity endorsement is a form of advertising campaign or marketing strategy used by brands, companies, or a non-profit organization which involves celebrities or a well-known person using their social status or their fame to help promote a product, service or even raise awareness on environmental or social matters.
This research is interesting, but it's important to remember that the effectiveness of endorsements depends on a variety of factors in certain situations, a celebrity endorsement can be more. Risks and rewards of celebrity endorsements by anita elberse, athletes with a strong track record emerged as particularly effective endorsers in the study in almost all possible respects. This study explores the mediating role of customer imitation behaviour in the relationship between customer buying behaviour and determinants of effective celebrity endorsement advertisements along with major celebrity characteristics, the study has incorporated personal characteristics and characteristics of customers' social environment as antecedents to imitation. Celebrity endorsement is generally seen as a viable option for brands to increase awareness, build credibility and promote products around 14-19% of advertisements aired in the us featured celebrities that endorsed products and brands.