The impact of using athletes as celebrity endorsers marketing essay

The Effect of Celebrities in Advertisements

Indian advertisement has been placing a vital amount of importance on both recall and persuasion as brand differentiating messages. Journal of marketing Available from: However, according to sport marketing consultant Marc Cagins, Woods has failed as an endorser for Buick because of a lack of fit: The celebrity endorsement strategy must be integrated with target market characteristics, and the other elements of the marketing mix such as product design, branding, packaging, and pricing.

Is a company known by the company it keeps? As time passes on, they believe that they by adopting the brand that their celebrity endorses are becoming more like them.

It is understandable that the mascot Ronald McDonald is more popular that he was first introduced in the market. The communication process tends to hasten up due to the more presence of a celebrity.

In fact, it is in areas where prices have risen where consumers are spending more of their money.

What Are Five Advantages to Using Celebrities in Advertising?

Finding the Right Match The key for brands is choosing the right celebrity to endorse your products. If there is no perceived disparity among celebrities, then the strategy will not work.


The second asked which combinations of celebrity endorser characteristics and product brand types would be most effectively matched.

Well, exceptions can be there but then again it depends on the way it is done.


Search our thousands of essays: Simonin and Ruth found that product fit and brand fit are related positively to attitudes toward the brand alliance.

This translates to losses for the corresponding companies. However, those who continually see the local celebrity in a commercial for a certain product may be convinced to try the product. Based on the prior discussion, these questions can be answered simultaneously.

Revolutions in the way production is organised internationally have meant the cost of lower-tech goods such as clothing has fallen dramatically. The symbolic brand concept has been paired with the celebrity endorser known for likeability.


Brand alliance dependency and exclusivity: Measurement of this would be challenging and data would be difficult to obtain. Risks a Celebrity overshadows the brand: From untilCameroon Population averaged Third, the paper reviews literature regarding brand concept types and fit in brand alliances.Download-Theses Mercredi 10 juin The Athlete as Celebrity Endorser Defined.

Certain athletes are utilized by brands as endorsers of their products because of the celebrity status gained by these athletes as. This chapter aims to review the literatures which relate to the area of communication in marketing, advertising, celebrity endorsement, as well as consumer behaviour.

Celebrity endorsement is the use of celebrity as a spokesperson which could incur large investment for the firm in exchange of transferring endorsers’ qualities- credibility and attractiveness- to the brand that would result in generating desirable outcomes.

The consequences refer to the influence on consumers brand choices, thus creating.

5 Examples of Social Media Celebrity Endorsements That Paid off Big Time

Impact of Celebrity Endorsement. Celebrity culture now stands as a significant factor that can influence the development and success of business, especially when considering that companies now make use of celebrities as endorsers of their products and services.

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The impact of using athletes as celebrity endorsers marketing essay
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