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
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
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
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
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.
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.
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.
some celebrities are endorsing
or a specific brand is endorsed by
Celebrity overshadows the brand
Celebrity creditability a question
mark for the competent customer
Influence of Celebrity scandals
and moral violation on brands
Means of Brand differention
Source of Imitation and hence
inducing increased product usage
Better Brand Image
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