Celebrities product endorsement
...product endorsement is in the promotion sector which is the communiction function of marketing.Using the celebrities to deliver their message,selecting the message source. Petty (1983) also mentioned the similar idea that using celebrities in advertising is an attempt to add element to a message which relevant to consumer and the message tends to pass the consumer selective perception easier.(Blois,2000.p117-118) Roman and Maas (1992) supported the idea of using celebrity as presenter to enhance attention value and persuade consumer if there is a match between product ,message and celebrity. Positive Celebrities has become a brand in themselves.The consumer tends to understand that an enormous money that the company gives to celebrities shows the success and superiority of the product. (Nucifora , 1998) Kotler and Armstrong, (1993) also informed that celebrities differ in the view of consumer from their society attention in both geographic or international areas (p.508-509).Jain ( 1996) also suggested the positive effect in term of internetional and local for using famous people of the international or local . Marieke K. De.(1998) suggested the similar idea that celebrities view or opinion tend to be recognise by consumer as credible and can convince. Steve Parker (2002) had done the research which showed in general research that on balance celebrity endorsement seems more of a good thing than a bad thing for retail brands. Javalgi et al (1994) and Dean (1999) also concluded their results of the research in common that consumers were more likely to have positive attitude toward brand when the advertisement included celebrity endorsement. (Kim ,2001) Negative The negative effects of using celebrities to carry the message to consumer probably happens to the confusing on consumer perception and unconvincing which are relate to consumer black-box(the perception).Consumer perceptions are strongly influence their buying decision. Dyson and Turco of Illinois State University report that the negative image of the celebrity to product is unavoidable, A bad image or reputation can also defame the company or brand and making the difficulty to gain consumer trust to support the organization or buy the product.Pein et al (1997) also reported the example of the situation that celebrity endorsers could take the product prestige on risk when O.J. Simpson and Michael Jackson had been charged and both of their endorsed company cancelled their endorsement.(Kotler,2000) The U.S. Department of Education(1997) informed to beware in using celebrity spokespersons. A celebrity is often used to draw attention and to show that what is being promoted is “in fashion.” The risks in using this strategy are: Firstly, the message may be overwhelmed by the celebrity’s presence; perceptions of entertainment and sports stars often change very quickly and Secondly ,celebrities can suddenly become newsworthy in ways that directly undermine the campaign or are otherwise inappropriate. Guardian Newspapers, (2003) The evidence to support the idea that if celebrities themselves have defamation term,it tends to be the negative effect to the product is Marion Jones, winner of a record five Olympic medals had worked with Charlie Francis.Nike recognised that as the risk to the company reputation. Francis has reputation in encouraging many athletes he coached (including Ben Johnson) to use steroids .Nike had to make a compromise with Jones to end her association with Francis.It proved that the major company concern about defamation of presenter as much as the reputation they bring. Conclusion Celebrities has become brands in themselves.The negotiation between companies and celebrities is not only just the contract between organisation and people,It appears to be more complex system between organisation and agency or representer of celebrities. The contract includes legal term of infringement to protect the competitor advantages or copy. Sometime the company link the celebrities to the battle arena from their similar popularities.( See appendix: Britney Spears for Pepsi and Christina Aguilera for Coke) Many Research focus on the opportunity and the risk of celebrity endorsement on consumer behavior. many authors have the same interest in the success and...