The idea behind celebrity endorsement is very simple. People love celebrities and are anxious to know what brands and products they like and use in their daily lives. Once their favorite celebrity favors a brand their fans will also look forward to using it.
Do celebrities do any kind of magic and transfer their popularity to the brand they endorse? Yes, advertisers pay a huge amount of money to the celebrities who are popular and are liked by many fans. A celebrity has a strong effect on the consumer’s feelings and purchasing behavior. It may assume to act as a signboard for a quality of a product and significantly increase the value of the brand. A celebrity often becomes a motivational factor for consumers when they are confused between which brands to go with.
According to researcher, celebrities help the message of advertisement to get attention in the clutter of the market. A brand that is endorsed by renowned celebrity, consumers often get a little bit of extra awareness about the brand that helps in increasing the brand selling value. The marketers should be very careful in deciding the celebrity who will endorse their brand. The celebrity who can best fit and represent the meaning of the brand should be selected. The celebrity credibility plays an important part in creating a relationship with the meaning which is linked with the product and the celebrity. There are three main qualities of a celebrity that should be considered that are, attractiveness, credibility and expertise.
Taking in to consideration the following components a celebrity endorser should complement the product and the product personality as much as it can to be effective. A celebrity plays a great role in making advertisement realistic and helps advertisements to standout from the clutter and enhances an advertisement’s ability of communication with their consumers.
Celebrity endorsement also compensates the lack of creative ideas. There are some circumstances when marketers spend more money in developing perfect campaigns for advertisement rather that developing their brand. Here, celebrity endorsement becomes an effective method. Even if the brand lacks essential features, many people still patronize the brand because it is promoted by a famous celebrity.
On the other hand a celebrity may also have a vampire effect on the brand. That is if the celebrity endorsing the brand is too attractive, they draw the attention away from the brand. Another drawback of celebrity endorsement is if the celebrity loses his/her fame or get involved in any kind of controversies this will have an effect on the consumers purchasing behavior. Overexposure of the celebrity also has an adverse effect on the brand. If the celebrity endorses many products in the market it will decrease the credibility and will not be able to persuade consumers of different products the celebrity is endorsing.
Using a famous celebrity for marketing a brand is though a great idea and helps persuade the consumers but they should also come up with some creative ideas for marketing their brand.