celebrity endorsement
Contents Introduction 3 The characteristics of a ‘Celebrity’? 4 The role of celebrities as Spokespersons 5 Celebrity endorser credibility 7 Matching celebrities to products 10 The Match-up Hypothesis 10 The Meaning Transfer Model 11 Multiple Brand and Celebrity Endorsement 14 Conclusion 15 References 16 Introduction Yearly, billions of dollars are spent on celebrity endorsement contracts, which show that celebrities, like David Beckham, Britney Spears and Tiger Woods, play an important role in the advertising industry. ... To answer this question one must first examine the relationship between celebrity endorsements and brands, by applying a selection of widely accepted principles of how consumers’ brand attitudes and preferences can be positively influenced. Thus the concepts of source credibility and attractiveness, the match-up hypothesis, the meaning transfer model and the principles of multiple product and celebrity endorsement will be used and discussed in relative detail. The characteristics of a ‘Celebrity’? ... This provides the public with secondary information on events that occur in the ‘private lives’ of celebrities, through various mass-media channels, and ultimately helps shape celebrity credibility, like-ability and effectiveness. ... In other words, the advertiser hires celebrities to endorse products, because they believe that people viewing images of celebrities with the product will ultimately consume or purchase the product based on the associated that is made with the celebrity. ... The attractive and likeable qualities of the celebrity are transferred to the product that is being promoted, and they may develop and polish brand/product image (Mooij, 1994; Dickenson, 1996). ... 63) a “celebrity endorser is an individual who is known by the public (…) for his or her achievements in areas other than that of the product class endorsed. ... However, to ensure positive results are obtained it is very crucial for advertisers to have a proper understanding of celebrity endorsement, thus several key topics must be explained as to show the essentials to this success. Celebrity endorser credibility One may say with strong conviction that the central goal of advertising is the persuasion of customer’s opinions and or attitude as to achieve a favorable outlook upon the advertised product or brand. ... The pursuit of an efficient and effective celebrity endorsement strategy enables advertisers to project a credible image in terms of expertise, persuasiveness, trustworthiness, and attractiveness. ... If there is a feeling of trust between the consumer and the celebrity endorsing the product, then positive repercussions will be sought for the advertised product or brand. ... This is why the image of the celebrity must be matched with the characteristics of the product. ... 312) suggested that “the effectiveness of the endorser depends, in part, upon the meaning he or she brings to the endorsement process.” The author proposed the Meaning Transfer Model, as later discussed, in an attempt to explain the celebrity endorsement process. ... A three-stage process of meaning transfer that involves the formation of celebrity image, transfer of meaning from celebrity to the brand, and finally from the brand to the consumer is suggested. ... Success for advertisers through the use of celebrity endorsers is not essentially a guarantee. ... Despite the potential benefits they can provide, celebrity advertising increases the marketer’s financial risk. ... That is, after paying the celebrity endorsers so much money have they made a profit as a result. Losses are tremendous if something goes wrong with a celebrity endorser. Kobe Bryant and his endorsement of Sprite and several other international brands were jeopardised when he figured in an adultery scandal. ... When a negative image of the celebrity is portrayed, a tainted picture is also painted for the company or brand, making it difficult to gain consumer trust to support the organisation or buy the product. McCracken also suggests that the image of the celebrity must fit or be congruent with the product, as the congruence is considered one of the major factors in celebrity advertising effectiveness. ... , Kaikati, 1987 and Till and Shimp, 1995) Selecting celebrity endorsers is one key to the success of commercials. ... The Match-up Hypothesis The Match-up hypothesis suggests that the image of the product and the celebrity should come together, with the relevant attributes of the product being consistent with the characteristics of the endorser to gain positive impact, with increased memorability and recall (Misra and Beatty, 1990). ... One may say that the most effective celebrity endorsers are those with expertise, attractiveness and are trusted by the general viewers.