CELEBRITY ENDORSEMNET

Impact of Celebrity Endorsement on Consumers



The Negative and Positive impact of Celebrity Endorsement on the Brand

Background

Way of life and decision taken by celebrities has a huge impact on normal people. Famous people are often placed on a pedestal, and the average man can desire to be like them, it can be like them, or behave like them. So the best way to shape itself to your favorite celebrity, you use the products and brands they support. People tend to use the product if they think that's good enough for celebrities (Lafferty and Goldsmith, 2005, pp.47-48). Different brands use different marketing strategies to endorse their brand, also companies uses celebrities to change the perception of consumers about their brand. Companies spend millions of dollars every year just to promote their brand through celebrity endorsement (Lafferty and Goldsmith, 2005, pp.47-48). This research will help readers to identify that spending millions of dollars by companies on the brands to promote them through celebrities are worthy or not?

Advertising, a celebrity is defined as “Any person well known to the public for achievements in areas not related to the class of the product which it is associated” or as “any individual who receives public recognition and who uses this recognition to promote goods consumption in an advertisement “. The use of celebrities in advertising is not a recent phenomenon. United States from the late nineteenth century had gradually invaded the celebrities advertising press (Choi and Rifon, 2007, pp.36-37). While the endorsement is popular in the development of radio advertising in the 30's and television advertising in the 50's. In the late 70s, the strategy became increasingly popular. For some observers the craze for endorsement Celebrity was a fad may in no case continue. But the use of the endorsement continued to develop in a considerably. Today's endorsement by celebrities has become an integral part of marketing communication strategies (Byrne, Whitehead and Steven, 2003, pp.28-29).

If we look at the sports industry, Nike is the world's leading manufacturer, marketer and distributor of the athletic footwear and sportswear accessories. It primarily operates in Asia Pacific, Middle East, Africa, Americas and Europe. In the past decade, the brand has become widely recognized and financially strong (Alsmadi, 2006, pp.69-70). Brand management is one of its greatest strengths. Consumers relate themselves with the brands they find to be of superior quality. A strong brand allows expansion in the market share and prolonged consumer satisfaction. The same has been the case with Nike. No doubt, the brand came across hard times in the forms of social allegations but, their marketing campaigns specially “just do it” helped it revive its brand image (Hsu and Daniella, 2002, pp.19-20).

Objectives of the Study

The objectives of the paper are as follow:

To analyze the positive impacts of celebrity endorsement on brand.

To analyze the negative impacts of celebrity endorsement on brand.

How do celebrities affect consumers buying behavior and perceiveness of the brand through good and bad celebrity behavior?

Literature Review

Celebrity Endorsement

As we have seen, very specific symbols ...