We have evolved over this period into a number of specialist departments dealing with a wide range of services specifically designed for the advertising, marketing and PR industries. However alternatively the consumer could re-evaluate sentiment toward the brand to make it negative and hold a negative attitude of the endorser; this would also ‘balance’ (Dean, 2002). Audiences may also trust the advice provided by some famous persons, and in certain cases celebrities may even be perceived as competent to discuss the product. This occurs because consumers’ desire harmony in their beliefs, and it would be unstable (unbalanced) to have a positively valued element linked to a negatively valued element. Any opinions, findings, conclusions, or recommendations expressed in this dissertation are those of the authors and do not necessarily reflect the views of UKDiss.com. Various research investigations have explored the congruency between celebrity endorsers and brands to examine the effectiveness of using celebrities to advertise products/brands. The evaluation of an object is affected by how the evaluation will fit with other related attitudes held by the consumer. Endorsements for parties Newspapers and magazines National daily newspapers. You can find out more about which cookies we are using or switch them off in settings. The use of celebrity endorsements is becoming increasing popular amongst organisations to aid in advertising their brand in order to gain a competitive advantage. To reveal whether celebrity endorsements effect consumers purchasing decisions and to what extent. Curtis Jackson, a.k.a. It is imperative that marketers have advertising campaigns that capture the attention of their target market in order to impact on behaviour. The complexity of consumer buying behaviour is coordinated with a complexity in assessing the effect of sports celebrity advertising on such behaviour, Celebrity Vs Non-Celebrity Endorsement 232. The nutrition information for products … According to Belch and Belch (2009) familiarity can be considered as the level of knowledge a celebrity possess of a brand. Celebrity endorsement on social media. VAT Registration No: 842417633. Izzard campaigned in over fifty constituencies and was confronted by Scottish Nationalist Party (SNP) activists with the ‘Scot Lab’ leader Jim Murphy. Toyota ft. ‘ Back to the Future’ “Fueled by Future” is the fourth installment of Toyota’s “Fueled … Given Tiger’s past, it could have been a total hit or miss for Nike, but in the end Tiger Woods proved that he was unstoppable in the sports world and helped boost the company sales even more. A source has the power when they can actually administer reward or punishment to the receiver. The second highest paid celebrity on our list, he received a jaw dropping 100 million dollars in return for attaching his name-and face-to their products. Twitter; According to Belch and Belch (2009), the term source, when talking about the involvement in communicating a marketing message, can occur either be directly or indirectly. McCracken (1989) recognised that celebrity endorsement is ‘a ubiquitous feature of modern marketing’. This provides an important incentive to use sports celebrities as part of their advertising promotion as celebrities attract consumers’ attention with their appealing status which organisation feel will benefit the products awareness (Erdogan, 1999). 2.0 When and why celebrity’s endorsement an effective advertising strategy? Furthermore the source needs to be trustworthy, honest, ethical and believable (Belch and Belch, 2009). As consumers, our choices are often based upon recommendations from people we trust: friends and family, work colleagues, and our favourite personalities. According to Kahle and Homer (1985) attractive sources are more effective in terms of attitude change when advertising brands that enhance individual’s attractiveness. The third stage of the model illustrates the significance of the consumer’s role in the process of celebrity endorsed brands. Miisra and Beatty (1990) suggest that when a celebrity endorsers a brand, the characteristics of that celebrity may be compared with the advertised attributes of the brand by the audience for congruence or fit with their available person-schema. As Individuals consumers usually purchase products or services for personal consumption either for private purposes, domestic or a gift means, these can be defined as ‘end users’. This Practice Note discusses celebrity endorsement agreements. 50 Cent, was picked to shill for Vitaminwater when the company saw him holding a bottle in a photo (which, ironically, was an ad for another company). Contrary to this, most of the brands in Asia that have used celebrity endorsements have used it as the main brand building tool. Reference this. Literature Review Celebrity Endorsement and Celebrities McCracken (1989, p.310) offers a definition of the celebrity endorser which is popular in subsequent literature: “[the celebrity endorser] is any individual who enjoys public recognition and who uses this This chapter will examine both primary and secondary research methods that have been utilised in this study to enable the author to meet the specified aims and objectives. 13th Dec 2019 The final characteristic Kelman’s classification is ‘source power’. The reputation of a company may be destroyed as a result of celebrity scandals. Most celebrities that are hired by an organisation to endorse their product or brand are popular people, television stars, movie actors or famous athletes (Shimp, 2007). Information on this site is provided strictly as a free information resource for the Advertising, Marketing & Public Relations industry and is not intended for public access. Familiarity: In the celebrity endorsement context, familiarity has been defined as ‘knowledge of the source through exposure’ (Erdogan, 1999 pp 299). For example, when a celebrity is starring in a television commercial with a product, it is considered as an endorsement. This in turn, to apply the following attributes in the methodology part of the study. These figures demonstrate the prevalence of the celebrity appeal as a method of persuasive communication (Hsu and McDonald, 2002). Thus, trustworthiness is the degree of confidence in the communicator’s intentions to communicate the assertions they consider being most valid (Ohanian, 1990). Drew Barrymore For Crocs. So the celebrity endorsement is the use of celebrities with an objective to increase the sales/value of a brand. A communicator in an advert cannot apply any sanctions to the receiver or determine whether compliance has occurred (Belch and Belch, 2009). Without your involvement the TVC with Steffi Graf for SURE deodorant would never have happened. Kambitsis et al (2002 pp 160) shares this perspective and found that athletes’ personality was an important factor when influencing ‘specific target groups, to which such personalities are easily recognisable and much admired.’ McCracken suggests a meaning transfer model, which is made up of three subsequent stages. Ohanian (1990, cited in Belch and Belch, 2009) found that the perceived expertise of celebrity endorsers was more important in explaining purchase intentions than their attractiveness or trustworthiness. If you continue to use this site we will assume that you are happy with it. Just as one can easily recall examples of celebrity endorsements gone wrong, there are also instances where celebrities have campaigned for a cause with clarity and candour. When celebs like Kylie Jenner (and Stormi by proxy) rock head-to-toe Fendi logos, searches sky-rocket. Beyoncé & Pepsi – with Pepsi spending up to $50 millions in order to win the deal. Disadvantages of Celebrity Endorsement. 13 examples: A year later, the campaign was ditched in favor of a celebrity endorsement… According to Ad Age, a brand that inks an endorsement contract with a celebrity or an athlete can see their stock rise up to .25 as soon as the news … A deeper insight in the complex process of celebrity endorsement is provided by the ‘meaning transfer model’, this will be discussed in section 1.12. . For example, former Chicago Bulls star Mi… This theory works within the framework of cognitive consistency, a principle stating that consumer’s value harmony among their thoughts and that they are motivated to reconcile incongruent thoughts. (E.g. Celebrity Endorsement refers to a marketing strategy whose purpose is to use one or multiple celebrities to advertise a specific product or service. As a result, it is becoming familiar for companies to ‘share stars’ (Elliott, 1991; Sloan and Freeman, 1988). Examples of celebrity endorsement in a sentence, how to use it. If you disable this cookie, we will not be able to save your preferences. Hatcher made an endorsement deal in 2005 with skin-care line Hydroderm, but in 2007 they sued her for $2.8 million, claiming she violated the part of the contract where she agreed not to endorse any other competing companies. Motivation occurs when there is a strong ‘desire’ or ‘need’ for a particular product or brand that the consumer wishes to satisfy (Foxall, Goldsmith and Brown, 1998). “It is evident from the list that 2016 has seen more social media influencers contending with traditional celebrities for endorsement opportunities. Customers will be influenced by various factors such as reference groups, social effects as well as local cultural factors, these aspects impact on the way in which a consumer will make decisions. Theories are chosen within this chapter as those which form the core of consumer behaviour theory relating to the marketing principles. Celebrity endorsements gone bad. The term “endorsement” can be used in several contexts. Reference groups vary in how consumers perceive their own characteristics and lifestyles, and whether such celebrity advertising may generate these attitudes and behaviour. In many ways, before social media came along, this was the ultimate influencer experience brands could hope to gain. Celebrities can be seen as a useful force in expressing the brand characteristics to consumers in a direct way. Why use a celebrity to endorse your product or service? When an organisation decides to use a celebrity in their endorsement strategy, there are three important source factors that need to be considered, these include; source-credibility, source-attractiveness and source-power (Belch and Belch, 2009). Results have revealed that a number of celebrity endorsement have shown to be very successful whereas others have completely failed, this results in the ‘termination’ of the respective celebrity communicator (Walker, 1992). Although Ohanian (1991) recognises a popular individual’s ability to create awareness and initiate desire for an advertisement, Ohanian concludes that this may not necessarily change consumer’s attitude toward the endorsed brand and that ‘for a celebrity spokesperson to be truly effective, they should be knowledgeable, experienced and qualified to talk about the product’. 5. These two attributes, which a celebrity must have to be a successful endorser in an advertising campaign, are discussed more in-depth below. The three attributes similarity, likability and familiarity are explored in more detail below. Although traditional advertising knowledge suggests the meaning of an elite product contract with the celebrity, uniqueness comes with a high price label. In 2015, the Labour Party secured the endorsements of Eddie Izzard and Ben Elton who appeared with Coronation Street actress Sally Lindsay at a rally in Warrington. 8 High-Profile Celebrity Endorsements That Backfired For years, celebrities and companies alike have made regrettable endorsement decisions. Source expertise in persuasive communication, indicates generally that the source’s perceived expertise has a positive impact on attitude change (Horai et al, 1974). However Solomon, Bamossy, Askegaard and Hogg (2010) state that consumer behaviour is dynamic, meaning the entire purchasing decision process is complex. The marketer must select a celebrity that has a good ‘fit’ with the brand, that is intended to be exposed (Pringle, 2004). In the wake of sponsors cutting their ties with the disgraced fomer cycling champion Lance Armstrong amid doping allegations from US anti-doping chiefs, Marketing Week looks at the five celebrity endorsement deals brands might wish they had never signed. The source may be knowledgeable, popular, and/or physically attractive; typifying the target audience; or have the power to reward or punish the receiver in some manner. The nature of celebrity endorsements is changing, and high-profile celebrities are no longer out of reach for small companies, says Evan Morgenstein, chief executive of US-based firm Celeb Experts. Celebrity’s endorsement is a process of persuasive and informing consumers about the new and existing products available in the market. Is the celebrity I have chosen the right celebrity? Schiffman and Kanuk (2004) believes that sports ‘celebrities can be a powerful force in creating interest or actions with regard to purchasing or using selected goods or services.’ However Foxall and Goldsmith (1998) believe that a celebrity endorsement does not create a strong pre-purchase attitude but can impact and cause change in the consumer’s perception process. Celebrity branding or celebrity endorsement is a form of advertising campaign or marketing strategy which uses a celebrity's fame or social status to promote a product, brand or service, or to raise awareness about an issue. H e's a famous former footballer and long-term fashion icon, recognised and adored by fans around the world. Dissertation If problem recognition is high then information search and evaluation of alternative options are two potential further stages in the process. Product endorsement using sport celebrities has been found to impact attitude toward an advertisement (Tripp, Jensen and Carlson, 1994), increase the likelihood of consumers choosing a product or brand (Kahle and Homer, 1985; Kamins, Brand, Hoeke and Moe, 1989), and increase the profitability of a firm (Agrawal and Kamakura, 1995). The use of a celebrity endorser can be seen as the source of a message the company wishes to expose to their target audience. However the company must consider a number of factors when deciding to use a celebrity spokesperson such as over-shadowing the product/brand, being overexposed and the target audiences receptivity and risks to the advertiser (Belch and Belch, 2009). One example of celebrity endorsement that received a lot of traction, but equally a lot of criticism is Conor McGregor’s campaign with HiSmile Teeth — a teeth whitening brand famous for their use of influencers to market their products. Thus, balance theory is useful in explaining attitude formation and attitude change. It addresses the benefits and risks of using celebrity endorsements, preliminary considerations when entering into a celebrity endorsement agreement, key clauses in a typical celebrity endorsement agreement, and key issues to consider when drafting or reviewing those agreements. Copyright © 2003 - 2021 - All Answers Ltd is a company registered in England and Wales. Millions of dollars are spent per annum on celebrity endorsement contracts on the basis that source effects play an important part in convincing communications. One determinant of the extent a consumer will evaluate a brand is the involvement the product entails; high involvement decisions means there is a need for extensive evaluation and information search (Hawkins et al, 1992). One way of perceiving marketing is the achievement of business goals through anticipating, meeting and satisfying consumer needs (Blackwell, Miniard and Engel, 2001). Likability: Marketers recognise the value of using spokespeople who are admired: TV and movie stars, athletes, musicians, and other popular figures. He's endorsed high-end brands like Haig … From the literature it has become evident that a spokesperson interacts with the type of brand being promoted. They found that the celebrity version of the advertisement had higher rates on the dependant variables; probable taste, advertising believability and purchase intention, compared to the non-celebrity version’. Celebrity endorsements that backfired. However the power source characteristic is very difficult to apply in a non-personal influence situation such as advertising. Useful Talent has been at the heart of celebrity led advertising in Europe and the USA for over 25 years and is uniquely qualified to place accurate priced endorsement proposals directly into the hands of the appropriate decision makers. The celebrity’s brand needs to fit and add to … Although celebrities are an increasingly popular tool in advertising, what impact do they have on consumer’s attitudes? Thus, meanings attributed to the celebrity become associated with the brand in the consumers mind. It is essential that marketers select an appropriate spokesperson to communicate the message of the brand to consumers effectively, as if a celebrity is chosen that is not admired or relatable to the target market this will hinder the advertisements effectiveness. Recognition is high then information search and evaluation of an elite product contract with celebrity endorsement examples uk. Rated 4.4/5 on Reviews.io make our eyes pop when we see the numbers al ( 1977 ) that advertisements! 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