According to Steve Olenski, a Forbes contributor, celebrity endorsements help increase short-term sales and long-term brand awareness. Celebrity marketing is also very effective in marking a major change in a brand, such as the introduction of a new product, the expansion of the market or the repositioning of the brand. Celebrity endorsement is a promotional tool that increases brand awareness. It's a way to improve credibility and gain visibility for brands.
Celebrities are well-known people and the endorsement of a celebrity can make a brand stand out. Many companies have successfully taken advantage of celebrity endorsements to increase business. Stars with a high reputation are likely to reach more followers than stars who have a bad reputation. Some of his fans are between 12 and 64 years old, or even younger.
These celebrities have followers of all ages, which can benefit brands. Every day, consumers turn on the television and surf the Internet, and are bombarded with advertisements from well-known and unknown brands. This advertising overload hinders a brand's ability to create a unique position in the market and receive consumer attention (Rodgers and Thorson 2000). Celebrity endorsements have been used for decades as a marketing tool to promote brands or products and, in turn, has become an important part of modern marketing (McCracken, 198).
Especially, online social media advertising (which uses celebrity promoters to promote products) has become a key practice in marketing. strategy and a more powerful method than any other mass media (Li et al. Previous research suggests that up to 25% of all television commercials and 10% of advertising budgets involve celebrity endorsements (Erdogan et al. In the United States, between 14 and 19% of ads featured celebrities promoting products and brands (Elberse and Verleun, 2016).
Previous research shows that there is a direct relationship between the use of celebrities in advertisements and the improvement of company profits. Therefore, marketers use celebrity endorsements to make ads credible and to improve consumer brand recognition (McCracken, 198). The use of celebrities can help companies create a unique position in the market and help influence a positive brand image and the purchase intention of Ranjbarian et al. Therefore, this leads to a positive attitude towards the brand and an identifiable personality for a particular brand (Till and Busler 2000; Thomson 200).
It's not a new idea in marketing; celebrity endorsements sell products. And while not all brands subscribe to the celebrity endorsement theory, it's based on a fairly simple logic. People idolize celebrities, so when famous people appear in advertisements that promote a new product, the public is encouraged to buy that product, either subliminally or directly. If the celebrity is highly regarded by the consumer, the consumer will verify that the celebrity is a credible source of information and, in turn, the endorsement creates a high degree of certainty and a positive attitude for the consumer (Surana 200).
The positive image that celebrities project on target consumers will help make the ad message more persuasive and, therefore, make the brand more attractive to them; while negative information about the celebrities who support it can have a negative impact on the attitudes and beliefs of consumers (Thwaites et al. This study examined (the effects of congruence and publicity among famous brands) on the attitude of millennial consumers toward celebrity and brand, as well as purchase intent, and (the differences between their attitude toward celebrity and brand, and purchase intent) based on the manipulation of Famous brand. congruence and publicity. However, once a direct link has been formed from a celebrity to a brand, negative information about the celebrity can be reflected in the promoted brand.
After all, if the brain treats celebrities as family and trusted friends, it will also treat being burned by a celebrity as if it were burned by a well-known and trusted friend. Retailers are also encouraged to do more research on celebrity endorsements that match the brand image and to focus on increasing opportunities for good partnerships with brand companies that generally sponsor famous celebrities with positive publicity. In general, consumers have a predefined attitude towards celebrities they like and those they don't like based on credibility, experience, trust and attractiveness, and decide which celebrities to use as persuasive tools in their ads. In case some of you don't know, celebrity endorsements are literally a form of advertising where celebrities use their fame to promote certain products.
These behaviors demonstrate the power of celebrity endorsement and why celebrities have become so important in modern marketing. Therefore, agents and people who handle celebrities must respond to the public with a quick and sincere apology when the celebrity has committed improper behavior and a negative scandal. In addition, the findings reveal that consumers' attitudes towards celebrities and brands significantly positively influenced their purchase intention, but it can be seen that the impact of the attitude towards the brand is considerably greater than that of the attitude towards the celebrity in generating purchase intention. Regarding the effects of congruence and publicity, since this positive combination of brand congruence and celebrity advertising plays an important role in creating positive attitudes toward celebrity and brand, the results of this study would help retailers select celebrities compatible with their brands, as well as to monitor positive advertising to check the effectiveness of their support.
Once a celebrity signs a contract with a company, it is recommended that the company require the celebrity to follow the rules in the manual or the guidelines in which moral standards are discussed. So how can companies pay multiple celebrities? According to research by Anita Elberse, professor at Harvard Business School, and Jeroen Verleun, an analyst at Barclays Capital, celebrity endorsement increases a company's sales by an average of 4% relative to its competition and also increases the value of the company's shares by 0.25%. Celebrities are usually celebrities from traditional media or are in new media, such as social media. .