celebrity endorsement in advertising pdf

124 0 obj <>stream celebrity endorsement is always a two-edged sword and it has a number of positives—if properly matched it can do miracle for the company, and if not it may produce a very negative consequences for the brand and company at all.Gan (2006) investigates the Chinese consumer‘s behaviors toward celebrity and non-celebrity advertisement. ʹR�7��Su.�^C��ACibz�,t[X��&�;zwP�:�/��⭱"��+�?�>�`f\��[f� ��T��^�BQO��,@��X P�#C)x�.�[sL�ם:��,�h,�A�g� D�c�� /T1_0 12 0 R >> This modern route requires marketers to develop strategies incorporating the elements of emotions, humor etc. 0000013448 00000 n ��>'��k Authors: Mazzini Muda. %%EOF Advertising through celebrity endorsements has become a trend and a perceived winning formula of product marketing and company image building. 0000169078 00000 n Key words: celebrity, endorsement, b2b advertising 1. stream 0000005807 00000 n Celebrity endorsement in advertising is grounded in a common marketing assumption: Corporations have realized for some time that celebrity endorsers can enhance advertisement credibility and liking as well as brand image, awareness, and purchase behavior. 0000001436 00000 n xref >> /C2_0 6 0 R Introduction In consumer markets the use of celebrities to endorse products or brands involves individuals who are frequently in the public eye and that have a high profile. celebrity endorsements versus online customer recommendations are likely to be contingent on the product type (search goods ver- sus experiment goods). The Celebrity Endorsement Survey, conducted over 2019 respondents across 12 metros and small towns in India, claims that 86 per cent of the respondents say the most prominent ad that they remember has a celebrity in it, but only 3 per cent feel that celebrity endorser of a brand affects their buying decision. 1 0 obj April 2017; Journal of ASIAN Behavioural Studies 2(4) DOI: 10.21834/jabs.v2i3.188. /Type /Page 0000011097 00000 n 0000011296 00000 n 0000003347 00000 n Therefore, there seems no use in company’s use of celebrities. 0000004487 00000 n numerous tools to enhance the effectiveness of advertising; celebrity endorsement is one of those tools. /MediaBox [0.0 0.0 612.0 792.0] By Dr Vipul Jain . /GS0 2 0 R << /C2_1 13 0 R /TT4 7 0 R %��D�[��Mk�-�S��B�t�C-��Yw��;�di!��rYm)x:�jR�mZ��Ў�\��;��@&׻�8��ʱ��r�i�ڈ��T��U�9N"�;P ��kX *خ�P�2�h�-��ͱ� ��kY�B��o��į��%a��|��T ��W�@��&��+�~��}��&�6�F�gz@��\�o��t��e��:4��`T��Ǡw�n�@�^��wE5$�Qc�/��^�5��,Iw(��3;j��=~�T_6�}"�g�I�q�Ԇu�Ŗn��f��R��*b!�M�'*� ��-B/Q�=oP؂#I�%�;l�QjQ*vm�R��7�b��T��S��{�<8�=dGsrJ�ܵ@^��E��0��D�p��n%\'l�0�R��-��.�R-w�G�>��]��P��8+��'U_�35�wz��Q2��{� ��0�~M�2��k ��\��;2��¬\U�%�L@ (��0��9��D�a��p�=p1%��I��lwt9��FϸI�ZZ�K+��tP]�eۖe�v�w9A��}ŖS�wOP�6�Ƥ�ű�� M�뾨� t^�� -�U�?�A4�C�F��=��Ŋ-6�z�%;�:H. Celebrity endorsement advertisement is an emerging trend nowadays. /Properties To ensure positive results, Karuku (2010) the concept of a celebrity endorsement is relatively new in Kenya. To highlight their brand, advertisers are turning to celebrities as endorsers. 0000014961 00000 n Um ein Verständnis von Testimonial Endorsement zu generieren und die Differenzierung zu Celebrity Endorsement aufzuzeigen, werden im Folgenden verschiedene Definitionen dargelegt. Celebrities are hired because they are perceived to be more credible endorser of products compared to non -celebrities. /TrimBox [0.0 0.0 612.0 792.0] /TT2 9 0 R << %PDF-1.7 %�� >> Celebrity endorsement has long been a staple in advertising practice. Dr Vipul Jain Abstract : The practice of celebrities being used for rendering services other than performing their actual job as either an actor or an athlete, such as endorsements has proliferated over time. H��Wmo�8�n��?�"��a�&��pX�C⨭��C�돒eپ�� (�� N�Y �_V�v�Э�fe[B��e�K+�`�U�A�� :�!�W�mB�ǩ�-�� !�G[69oL?�$��T�N�E�RXh�Qu�T�q^��ܷ@ej>�:�\��Lx��ڞ��N As we know, all persuasive appeals in advertising aim at promotion, which must result from consumers’ buying behavior creation. /Resources 0000189276 00000 n a typical consumer); and, if present, do these positive effects vary by product category? ��1-9�?OǊ�m��M^��+� /CS0 4 0 R This is particularly pertinent when a celebrity becomes the face of the brand. 0000005861 00000 n /MC0 Numerous vital variables may assume a noteworthy part in the effectiveness of that advertising … Dehradun Abstracts - The practice of celebrities being used for rendering services other than performing their actual job as either an actor or an athlete, such as endorsements has proliferated over time. 0000003718 00000 n 0000246345 00000 n 0000008847 00000 n >> /Filter /FlateDecode 0000187394 00000 n 0000147533 00000 n 0000016351 00000 n When a celebrity features in several advertisements involving different products, the audience may get carried away and forget the main thing, which is the product, and focus only on the celebrity. The advertising market has become more cluttered and competitive now and everywhere. 8. /TT0 11 0 R 0000003886 00000 n 0000012923 00000 n 0000010675 00000 n ɫ�G��M�2:::@l&e�� E�4�8��[Z@|�>D�`(�$X��ll 14 0 obj 0000246470 00000 n Through the example of the 0000002496 00000 n Celebrity endorsement, as a commercial phenomenon evidenced primarily in advertising, has existed since at least the 1800s (Kaikati 1987; Garthwaite 2014), albeit in a limited form. %PDF-1.6 0000011502 00000 n This article seeks to answer two related questions: are celebrity endorsements more likely to be result in a higher evaluation of the product being advertised than use of an anonymous individual (e.g. /TT1 10 0 R Celebrity endorsement is a million dollar industry today. /Contents 14 0 R /ProcSet [/PDF /Text] 0000246410 00000 n } 0 �� They are willing to invest significant amount of monies to juxtapose their brands with celebrity’s attributes like attractiveness, expertise and trustworthiness. Generation Y, Celebrity Endorsement, Buying Behavior , Electronic communication channel <<41E5D5CF82D33148B9B1E083AFEE7690>]>> /GS1 3 0 R 0000019131 00000 n 1. However, no perfect celebrity can endorse all types of brands and generate maximum outcomes. 0000002446 00000 n Keywords: Celebrity Endorsement, Brand Ambassadors, Marketing Communications Paper submitted to the 2018 BALAS Conference, for the Marketing Management track. %�� 0000173625 00000 n 0000246551 00000 n Infomercials are an advertisement technique that is usually produced and paid for by a company seeking to promote its products and services. 0000003551 00000 n Celebrity endorsement has been in application from a long time (Kaikati 1987), in fact not too late when advertisement techniques were taking on new forms because advertisers realized soon that by using publicly renowned personalities in advertisements they will be able to align brands personalities with that of the celebrity’s. 0000142284 00000 n Brand match up means that the personality and attributes of the celebrity should match with the brand being endorsed. Keywords: Celebrity credibility, advertisement, attitude toward advertisement, attitude toward brand, purchase intention. Increasingly, celebrities start to engage in business not just as endorsers but also with a financial stake and decision -making role in the business. 0000003143 00000 n Celebrity Endorsement in Advertising: A double-edged Sword. 0000019276 00000 n Persuasiveness of celebrity endorsement in advertising Kumar and Patra (2011) think that advertising is a persuasion and persuasion is not a science, but an art, which in other words indicates that advertising is the art of persuasion. 0000246634 00000 n In a B2B context, the marketer might also use individuals. Lebanese jewelry industry began utilizing celebrity endorsement in advertisements as a showcasing instrument to promote their items in numerous seasons and events. << 0000059298 00000 n These individuals have been using their ‘brand’ to promote various products and services for years now, which in turn, has helped numerous companies build brand awareness and generate better sales through these endorsements. << PDF: 2205: 2205: 489: Abstract PDF References Recommendations Abstract . /ColorSpace /TT3 8 0 R ,p�(�$�b�}��l��غM!��S/A�V��|��ʪ��.�\��ƹ�_��Iǆ#`�. In this modern era, the world of advertisement undergoes a change, from classical ways, it has converted to take a modern route. Celebrity endorsement in advertising is a popular strategy worldwide. /CropBox [0.0 0.0 612.0 792.0] According to the Celebrity Endorsement Survey, which conducted over 2019 respondents, only 3 % felt that their buying decision was influenced by celebrity endorsement. /Length 6662 0000091134 00000 n 0000188604 00000 n x�b```b``�g`c`�eb@ !�;��[lt�v�=�i��M]%S6I�ȩ�Z��0`�..�ikgO�pi��>Ǫ��N��v�ܙ�IEVƪ��PeȂ gc��yT In addition, the study confirms that favorable affective image positively affects the visit intention of Generation Y to travel destinations. >> Hence, the success of an advertisement depends on the selection of an endorser. This survey could explain that celebrity endorsements are not very effective. THE INFLUENCE OF NATIONAL CULTURE ON THE USE OF CELEBRITY ENDORSEMENT IN TELEVISION ADVERTISING: A MULTI-COUNTRY STUDY Carolus Praet, Otaru University of Commerce, Japan Corresponding author: Carolus Praet Otaru University of Commerce 3-5-21 Midori 047-8501 Otaru Japan Email: praetcar@res.otaru-uc.ac.jp Tel: +81-134-27-5349 (Fax: +81-134-27-5349) 2 THE INFLUENCE OF … /Font h��P��Wak�9��S Tourism Australia and other destination marketing organisations (DMOs) have used celebrities in the past to promote destinations to domestic and international tourists. >> Celebrity endorsement in advertising is grounded in a common marketing assumption: Corporations have realized for some time that celebrity endorsers can enhance advertisement credibility and liking as well as brand image, awareness, and purchase behavior. 0000016512 00000 n /BleedBox [0.0 0.0 612.0 792.0] /Rotate 0 0000002045 00000 n H��WYo��~7��Џd0Ұ��ff��f��jK�H�BR�8�>U}�I�2�x�YU]]�WU��G�Gɏ��yd[�|\�qa�tC�G��1X?�8�]�騤�xwJ��4��~��r�b@?�L�l1'7#!jD:L��o�#(n��>��< A4��,��py��;�3��,��{�ܩx��8I)�J2?>��O��{��֛�{�sZ�4r�a��uc'q��̀�(�H��!��Q��%F�W�׽3u��Y!�M� h��J��3lؖ ��̀q�0��*g�x{��)l��˙ά��a��p��4_�mi��v��~��aM�a��O� �놷�g�o��;�k��%fMn��޲��ó?��o��Y��ݾý�+�T��/*˙�r�Wxfd /�t/d@�!�dJe�~/�g��/��~%�'�diU��/�ι��t��,O]�92 b�M��x��0#�^@F��^��GN�bsݬ�Es�b�!c��:��+�΃K�� Ǩ%�O*/�h�P�x��XlxQWB��.��c~��=�b�:o(N��3��w�l�)��X��p!�{�X�9�e�:�� Jp�s�+��׶ķ�-�Ǟ7��p�t�BXK ��X7k��R\��I��O�.ۼ�DɜK�Q��g��Y�2��h��jd4o1P|R��RsH�4��d�(gJPd��QDq��ʌ�,Ku��G�+�ln�`��L��|�,$/�~/b��ˌ��$iU�X�#%y�H>��!��+��E��8�'/�g��O��B"� ��4q8.��ڭ�&��Ǔڪ� 0000013649 00000 n There are many companies which are inclined to use celebrities as an endorser for their product. Using a celebrity in advertising is therefore likely to positively affect consumers „brand attitudes and purchase intentions. 0000187653 00000 n endobj 0 << >> 0000188857 00000 n Effect of Celebrity Endorsement in Advertising Activities by Product Type 77 that meanings are not transferred in one direction only, i.e., from the celebrity to the brand, but also from the brand to the celebrity. 0000189991 00000 n *o-��S��Gdm�׶6� wM��0� ᆁɌ�b�8�6�N�7q� W1��6�J��V��{x�&=�S�^��r g�f�T~È�B��`�d�Ey�A�)]�uZ�E��0 0000018130 00000 n Marketers are currently exploring this avenue since the Kenyan market is not flooded with endorsements. Only 22% believe that celebrities actually use the products they advertise. /ArtBox [0.0 0.0 612.0 792.0] 0000189822 00000 n Celebrity endorsement delivers favorable affective image towards Generation Y. W�W��@ ��M��,b� ��0 ��1�2�ŧ3��f��*�8��a"��p��Y^�Z0d3��&1of��P��$q%��w�g�^}N��̍��4�0�~�� L�� (͠�`ʣ�8��a�e�(+��4��JQR�k�:p�cpc��k�� << 0000246717 00000 n 68 0 obj <> endobj "� )��>�,ϲ)�. /ExtGState However, the result shows that this advertising technique easily reach to consumers and help them to know the product. Celebrity vs. Influencer endorsements in advertising: the role of identification, credibility, and Product-Endorser fit July 2019 International Journal of Advertising 39(7):1-24 There is a huge Impact of Celebrity Endorsements among the consumers through TV commercials in India as Indians like the celebrities a lot and there is a huge fan following. trailer 0000189182 00000 n ��c�Ș7�h��R�1�W/R��7*h�� 2x��; d�K!��KGH �A�h7�u��]h��h�� 5ߣf]�X7I��O:�ZS��ˍ�� Subsequently, those advertisements succeeded in increasing sales and meeting the suppliers’ objectives to achieve high income. The manner in which celebrity endorsement is applied as a tactic appears to vary from culture to culture, although it is a global phenomenon. >> 0000005426 00000 n 0000185720 00000 n << For example, when Tiger Woods takes part in the advertisement of NIKE’s products, General Motors, Rolex, and Gillette; the audience gets lost and forgets what products are being promoted and … The effect of infomercials, once they reach the target market, has been quite successful and so persuasive in most countries.Today most celebrities and their celebrity endorsement are keen on endorsing a product for which they are paid a high amount of … Celebrity Brand Match Up Brand match up with the celebrity is an important factor without which the other factors may lose all their significance incase of a celebrity endorsement being used in the advertisements. E��\P�J�`��,n�)�¢�܇)��i�M>N��h��-ٵ�h�mɺ%eK�-��LG��hA`V��d��h��nt��]rɎv� ��z`--�c��$`>�52o�F.u&و{ù1�&��`�� Celebrity endorsement for consumer products is widely used in advertising, taking advantage of the public's fascination with celebrities and the belief in a personal connection with them. Celebrities have this so-called ‘star power’ that grants them the ability to influence the masses in any way possible. Der Begriff Endorsement kann am Besten mit „Fürsprechen“ oder „Unterstützen“ ins Deutsche übersetzt werden. Celebrities have built-in images and followers, both powerful influencers to potential consumers. /Metadata 5 0 R Celebrity Endorsement is a way to get the brand noticed amidst the rush that is there in the market place. N(� �ǝ �z�&tܸR��M&�!��ބ�c%��@�6톹��n��XL�w< 0000016698 00000 n endstream endobj 69 0 obj <>/Metadata 49 0 R/Pages 48 0 R/PageLayout/SinglePage/OpenAction 70 0 R/Infix<>/UserRestrictions 51 0 R/ModDate(D:20140924180514)/MaxGID 28/Changes[52 0 R 53 0 R]>>/Type/Catalog/PageLabels 46 0 R>> endobj 70 0 obj <> endobj 71 0 obj <>/ColorSpace<>/Font<>/ProcSet[/PDF/Text/ImageB/ImageC]/Properties<>/ExtGState<>>>/Type/Page>> endobj 72 0 obj <>/C[0 0 0]/Border[0 0 0]/Type/Annot>> endobj 73 0 obj <>/C[0 0 0]/Border[0 0 0]/Type/Annot>> endobj 74 0 obj <>/A 122 0 R/C[0 0 1]/H/P/M(D:20140925173457Z)/Border[0 0 1]/Type/Annot>> endobj 75 0 obj <>/A 123 0 R/C[0 0 1]/H/P/M(D:20140925173457Z)/Border[0 0 1]/Type/Annot>> endobj 76 0 obj <> endobj 77 0 obj <> endobj 78 0 obj <> endobj 79 0 obj <> endobj 80 0 obj [/Separation/Black/DeviceCMYK 99 0 R] endobj 81 0 obj <> endobj 82 0 obj <> endobj 83 0 obj <>stream 0000006479 00000 n KEYWORDS . 0000010209 00000 n Thus, cross‐cultural studies comparing the use of celebrity endorsement have emerged as an important research area. Celebrity Endorsement And Its Impact On Sales: A Research Analysis Carried Out In India. startxref 0000111766 00000 n Celebrity Endorsement And Its Impact On Sales: A Research Analysis Carried Out In India. Celebrities have the potential of helping the advertisements stand out from the surrounding clutter (Gupta et al., 2015). /Parent 15 0 R << 0000005047 00000 n 0000007808 00000 n The use of celebrity endorsement through Instagram has a low effect on buying behavior of generation Y in Thailand. 0000118176 00000 n USE OF CELEBRITY ENDORSEMENT IN ADVERTISING: A CONTENT ANALYSIS OF CHILEAN GRAPHIC MEDIA1 ABSTRACT This study explores how advertising messages deployed in printed graphic media use celebrity endorsers as part of their … celebrity endorsement have recall of the product celebrities have credibility on expertise that makes the product more desirable or enhances perceptions of quality the celebrity endorsers image is transferred to the product so that those who use the product are associated with the image. 0000000016 00000 n /��1De"�3�L�JBe/�8��`��d�2�t�i|e��C��2�1�L�lJ�0�S*i�0��c5�/��fkg?�|�h��i��b`�L�z�S��`+2��n��컜��뇧f��K�W�YY9�u��:N�s��9($�C@�)$��m�j��{��. Celebrities have built-in images and followers, both powerful influencers to potential consumers. It has been experienced that the products endorsed by celebrities help them to standout and get more noticed while shopping due … 0000006066 00000 n Impact of celebrity endorsement in advertising on brand image among Chinese adolescents Professor Kara Chan Department of Communication Studies Hong Kong Baptist University Kowloon Tong, Hong Kong Tel: (852) 3411 7836 Fax: (852) 3411 7890 email: karachan@hkbu.edu.hk Mr. Yu-Leung Ng Department of Communication Studies Hong Kong Baptist University Hong Kong Tel: (852) 3411 8159 … 68 57