Celebrity Endorsement

Table of Contents

1. Who Is A Celebrity?        

2. Types Of Celebrity Endorsement        

2.1 Testimonial        

2.2 Endorsement        

2.3 Actor        

2.4 Spokesperson        

3. Why Do Companies Use Celebrity Endorsement In Advertising        

3.1 Effects of Celebrity Endorsement on Consumer Attitude        

3.1.1 Source Credibility Model        

3.1.2 Source Attractiveness Model        

3.2 Effect Of Celebrity Endorsement On Brand        

3.2.1 Brand Equity        

3.2.2 Meaning Transfer Model        

3.2.3 Multiple Brand And Celebrity Endorsement        

4. Merits Of Celebrity Endorsement In Advertising        

5. Risks Of Celebrity Endorsement In Advertising        

6. Limitations Of Celebrity Endorsement In Advertising        

7. How To Use Celebrity Endorsement In Advertising Effectively        

Bibliography        

1. Who Is A Celebrity?

Celebrity is a person who enjoys public recognition by a large share of a certain group of people (Oyeniyi, 2014). Some examples and common characteristics that a celebrity has are attributes like extraordinary lifestyle and attractiveness. Celebrity generally has a high degree of public awareness and often differs from the social norm. According to Friedman and Friedman (1979), celebrity is an individual who is known to the public for his or her achievements in areas other than of the product class endorsed.

Celebrity endorser is defined as “any individual who enjoys public recognition and who uses this recognition on behalf of a consumer good by appearing with it in an advertisement. Celebrity endorser is useful because when a celebrity is depicted in advertisement or other form of marketing communications, that celebrity brings his or her own culturally related meanings to the advertisement irrespective of the required promotional role” (McCracken, 1989).

2. Types Of Celebrity Endorsement

Endorsement is a form of marketing communication tool whereby a celebrity act as a brand’s spokesperson to advertise a product or service. One of the common ways for celebrity to certify a brand’s claim and position is by extending his or her popularity, personality and expertise in the field to the brand. Celebrity endorsement also provides a distinct differentiation in a market with a very high proliferation of local, regional and international brands (Martin Roll, 2006).