People are fascinated by what their favorite celebrity does, wears, eats, and says. Blog Post By: Kali Kraft, Baer Performance Marketing Intern. Every brand has its own uniqueness. Some celebrity marketing campaigns try to suggest … Journal of Marketing, 73, 6, 154-166.Retrieved from Summary This journal gives a candid evaluation of the impact of executing branding activities using high profile trademarks. Sometimes, it is seen that during celebrity endorsement activities, celebrity takeover brand and overshadow the brand which decreases the desired effects of endorsement campaigns. Pretty straight-forward. Treating influencer marketing like a small-scale celebrity endorsement, or expecting a celebrity’s endorsement to have an impact like an influencer’s, is like using a wrench to hammer a nail or a hammer to undo a bolt. Why do celebrity endorsements work? Celebrity Endorsement is the form of an… | … Our article thus seeks to complement this dearth of studies by presenting a critical, prospective, and innovative review on the celebrity endorsement literature. As an added bonus, Oprah sits on the board of the corporation, and invested heavily in the company. The most sincere celebrity endorsements happen when the celebrity actually uses the product. The benefits of using a celebrity for advertising are the ability to: A marketing survey on influencing, conducted by Collective Bias and involving 14,000 respondents in the USA, shows this statistic. Indian film actress Kareena Kapoor is selected for endorsement for Q Mobile in Pakistan for its high-end smartphones. Third and the last one is most important that the collaboration between celebrity and the brand. The benefit of a celebrity starring in a commercial or print ad has changed over time, for both the brand and the celebrity. Marketers should guarantee that the celebrity they hire is in legal terms and conditions so that they can stop their competitors to doing the same activity with same celebrity. 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. Image of the brand depends on the image of the endorser. The marketer should take it series because this will develop strong personality and identity of the brand ultimately. It's not a new idea in marketing; celebrity endorsements sell products. Companies put their most part of advertisement budget in this section to get contact with finest personality exact matching with their brands. A celebrity’s involvement can range from an explicit to an implicit endorsement of a product. The more the endorser attractive and smart, chances of success of the promotional campaign will be greater too. According to Strategic Content Marketing, we respond to celebrity endorsements for five primary reasons: We like to see a familiar face on a product — it catches your attention, making the ad stand out. Even though there is a lot of literature about celebrity endorsement, no research has been made up to now about how this method is used in the housing market. The allure of a product endorsed by a famous person was powerful then, and that attraction continues today. Please leave a comment below and tell us what you’re thinking. Word of mouth is best and simple promotional technique to spread recommendation from users. The endorsement can work as a power booster for any brand or product. Get our Definitive email newsletter. This is not an easy task, and fortunately, there are agencies that can help you develop the perfect marketing plan that fits the aesthetics and style of your business. 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