Consumers face various adverts that try to impact the way in which we behave as a consumer. With offices situated in key international locations we provide an essential conduit between major talent and the important corporate market. Source attractiveness leads to persuasion through a process of ‘identification’ whereby the receiver is motivated to seek some type of relationship with the source (celebrity) and thus adopts similar beliefs, attitudes, preferences, or behaviour. When an organisation considers choosing a celebrity for their advertising campaign, they need to analyse the previous knowledge a celebrity has or how they will utilise their knowledge in the exposure stage. Atkin and Block (1983) consider that the effectiveness of celebrity endorsement is due to the fact consumers believe that the celebrity does ‘not really work for the endorsement fee, but are motivated by genuine affection for the product’. The agreement provides for … It does so principally by seeking endorsement from a would-be financier. You can find out more about which cookies we are using or switch them off in settings. As a result ‘below-the-line’ promotions have established themselves as a major element of the marketing mix, with advertising traditionally being the dominant communication tool for organisations (Lanman, 2003). However Solomon, Bamossy, Askegaard and Hogg (2010) state that consumer behaviour is dynamic, meaning the entire purchasing decision process is complex. As a result, advertising agencies worldwide are increasingly seeking to benefit from our extensive experience and advice on which celebrities to approach and how to cost the various elements of these endorsement contracts. However the power source characteristic is very difficult to apply in a non-personal influence situation such as advertising. Unsurprisingly markets must conduct consumer behaviour research in order to understand their target customer better than other competition and as a result of this it will allow strategic marketing mixes to work more effectively for organisations (Jobber, 2001). Copyright of all images and video used on this site are either owned by Useful Group or used with the permission of the copyright owners. Whether you have “Bieber Fever” or not, it’s hard to ignore the … VAT Registration No: 842417633. Each influences the recipient’s attitudes or behaviour through a different process (Belch and Belch, 2009). Examples of celebrity endorsements are: Tiger Woods for Tag Heuer; Edu Manano for Lucky Me; Britney Spears for Skechers; Alicia Silverstone for Kamiseta; Bata Reyes for San Minguel Beer. Also a study by Atkin and Block (1983) emphasised that advertisements that had celebrities appearing in them had more positive effects on consumers than those with non-celebrities. Millions of dollars are spent per annum on celebrity endorsement contracts on the basis that source effects play an important part in convincing communications. As a result, it is becoming familiar for companies to ‘share stars’ (Elliott, 1991; Sloan and Freeman, 1988). The ‘endorsement letter for scholarship’ seeks to elicit that financial aid package. 2.0 When and why celebrity’s endorsement an effective advertising strategy? Therefore this literature review will examine how celebrities use different model in promoting their endorsed products. In terms of using sports celebrity endorsements in advertising, it is often used in advertising that strongly depends on a strong brand image from a social perception. Theories are chosen within this chapter as those which form the core of consumer behaviour theory relating to the marketing principles. Trustworthiness: In comparison to expertise, a celebrity needs to be trustworthy when endorsing a product or service. The use of celebrity endorsements is becoming increasing popular amongst organisations to aid in advertising their brand in order to gain a competitive advantage. The final characteristic Kelman’s classification is ‘source power’. This means that every time you visit this website you will need to enable or disable cookies again. The Tiger Woods scandal has already been noted within this research paper and is one of the more widespread examples of celebrity endorsement ‘gone wrong'. An investigation conducted by Friedman et al (1977) that used advertisements with celebrities and non-celebrities for a fictitious brand of sangria. It is imperative that marketers have advertising campaigns that capture the attention of their target market in order to impact on behaviour. Although Ohanian (1991) recognises a popular individual’s ability to create awareness and initiate desire for an advertisement, Ohanian concludes that this may not necessarily change consumer’s attitude toward the endorsed brand and that ‘for a celebrity spokesperson to be truly effective, they should be knowledgeable, experienced and qualified to talk about the product’. These social media campaign examples are just a sample of how brands have successfully used celebrity … The aim of this literature review is to give a comprehensive discussion of the range of theories which offer frameworks to aid in answering the research questions in relation to the effects sports celebrity endorsements have on consumer buyer behaviour. To investigate this issue, many key areas of celebrity endorsement need to be researched, including consumer buyer behaviour, the effects celebrity endorsements have had on organisations and consumer attitudes in the past, whilst also assessing possible advantages and disadvantages of using celebrity endorsements in promotion techniques. In 2015, the Labour Party secured the endorsements of Eddie Izzard and Ben Elton who appeared with Coronation Street actress Sally Lindsay at a rally in Warrington. The third stage of the model illustrates the significance of the consumer’s role in the process of celebrity endorsed brands. The term “endorsement” can be used in several contexts. Additionally, a study done by Gardner and Schuman (1986) revealed that fifty-three percent of respondents reported that sponsorship (endorsements) increases the likelihood of brand purchase. Numerous investigation in social cognition have discovered that usually congruent information is remembered better that information incongruent or irrelevant with existing schemas (Cantor and Mischel, 1979; Cohen, 1981; Taylor and Cracker, 1981). Kelman (1961) developed three basic categories of source attributes: credibility, attractiveness and power. 13 examples: A year later, the campaign was ditched in favor of a celebrity endorsement… This is a case where the celebrity struck back and won. Schiffman and Kanuk (2004) believes that sports ‘celebrities can be a powerful force in creating interest or actions with regard to purchasing or using selected goods or services.’ However Foxall and Goldsmith (1998) believe that a celebrity endorsement does not create a strong pre-purchase attitude but can impact and cause change in the consumer’s perception process. The evaluation of an object is affected by how the evaluation will fit with other related attitudes held by the consumer. The receiver accepts the persuasive influence of the source and acquiesces to their position in hope of obtaining a favourable reaction or avoiding punishment. NEVER BEFORE has demand for celebrity involvement in all forms of advertising been higher, or more cost effective. Certainly this can be an expensive marketing method: Jamie Oliver’s celebrity endorsement ad campaign for Sainsbury’s cost £41 million, but the return-on-investment can be startling. Smaller names partnering with smaller companies might now make our eyes pop when we see the numbers. A deeper insight in the complex process of celebrity endorsement is provided by the ‘meaning transfer model’, this will be discussed in section 1.12. . The primary goal, in this case, is to reach a greater audience, represented by the celebrity’s fan base. Therefore it is important that marketers carry out consumer research and analysis to be aware of important trends and evaluate these aspects. Celebrity endorsements that backfired. Further more if the source (celebrity) changes position, the receiver may also change (Belch and Belch, 2009 pp 182). Celebrities can be seen as a useful force in expressing the brand characteristics to consumers in a direct way. It is unsurprising that organisations pursue branding strategies that incorporate reference group influences such as celebrities to create a specific brand image for the consumer. Celebrities project lifestyle messages that brands can tap into to position their products or services. This occurs because consumers’ desire harmony in their beliefs, and it would be unstable (unbalanced) to have a positively valued element linked to a negatively valued element. We're here to answer any questions you have about our services. Celebrity endorsements gone bad. Therefore the rationale as to why I chose this topic area is that it is a current and contemporary issue of marketers. Branding strategies used by organisations should be aware of factors that may effect an individual’s motivation with regards to needs satisfaction when obtaining products/brands through the initial stages of the consumer decision making process. 486). Calvin Klein + Justin Bieber. Disadvantages of Celebrity Endorsement. Rory McIlroy is promoting Santander's new cash Isa. It was a prime example of a celebrity endorsement backfiring horribly. Previous research indicated the importance celebrity endorsements have on consumer behaviour. Thus, trustworthiness is the degree of confidence in the communicator’s intentions to communicate the assertions they consider being most valid (Ohanian, 1990). Celebrity endorsement have … We were delighted to have worked with you and Pollyanna Woodward & Ortis Deley on the THREE campaign, Thanks for arranging Pierluigi Collina to work with Mars Foods Ltd. on Snickers. More specifically, winning, success, teamwork, and community are associations an athlete may offer that other forms of celebrity may not (Jones, Bee, Burton and Kahle, 2004). Product Endorsement Specialists Since 1986. O’Guinn et al (2008 pp 9) states that ‘advertising plays a pivotal role in world commerce and in the way consumers experience and live their lives as it is part of our language and our culture’. Millions of dollars are spent per annum on celebrity endorsement contracts on the basis that source effects play an important part in convincing communications. Such findings definitely have to come from somewhere. Marketers acknowledge that receivers of persuasive communications are more likely to attend to and identify with individuals they find likable or similar to themselves. Although celebrities are an increasingly popular tool in advertising, what impact do they have on consumer’s attitudes? Additionally Atkin and Black (1983) emphasize that celebrity endorsers may be influential as ‘celebrity endorsers are considered to be highly dynamic, with attractive and engaging personal qualities. Information on this site is provided strictly as a free information resource for the Advertising, Marketing & Public Relations industry and is not intended for public access. Beyoncé & Pepsi – with Pepsi spending up to $50 millions in order to win the deal. Ohanian (1990) maintains that when a celebrity is perceived more trustworthy, the message will be more effective and the receiver will be more integrated. Ohanian (1990, cited in Belch and Belch, 2009) found that the perceived expertise of celebrity endorsers was more important in explaining purchase intentions than their attractiveness or trustworthiness. The number of organisations now using celebrities in their advertising has increased, as according to Stephens and Rice (1998) In the USA, the use of celebrity endorsers have increased from a little over 15 percent to approximately 25 percent of all adverts between 1979 and 1997. Endorsements for parties Newspapers and magazines National daily newspapers. This is based on how honest the celebrity is about what they say concerning the brand (Schiffman and Kanuk, 2009). Attractiveness of the celebrity: This principle states that an attractive endorser will have a positive impact on the endorsement. A short history of embarrassing celebrity endorsements David Beckham's face has been used to promote Asian hair gel Cock Grease H e's a … We've received widespread press coverage since 2003, Your UKDiss.com purchase is secure and we're rated 4.4/5 on Reviews.io. Moreover, Tripp et al (1994) showed that the number of exposures to a celebrity advertisement negatively influenced consumers’ intention to purchase. As a young tennis star, Capriati had a number of endorsement deals, including Oil of Olay, Diadora and racket maker Prince. Erdogan et al (2001) highlights the rise of celebrity endorsement in the United Kingdom with approximately one in five marketing programs featuring some type of celebrity endorsement. The use of celebrity endorsements are a means of creating awareness of the brand advertised. Just as one can easily recall examples of celebrity endorsements gone wrong, there are also instances where celebrities have campaigned for a cause with clarity and candour. Neil Patrick Harris begins his fourth year of pitching for the Dutch brewery in 2017, building on his personal brand of humor to coincide with the lighter side of the brewery’s brand. Free resources to assist you with your university studies! The nature of celebrity endorsements is changing, and high-profile celebrities are no longer out of reach for small companies, says Evan Morgenstein, chief executive of US-based firm Celeb Experts. This Practice Note discusses celebrity endorsement agreements. Belch and Belch (2009, Pp 179) argues that information from a credible source influences beliefs, opinions, attitudes and behaviour through a process called ‘internalisation’ which occurs when the receiver adopts the opinion of the credible communicator since they believe information from the source is accurate. It is a marketing communication tool that is used widely across western culture thus being relevant and significant in today’s market. O’Guinn et al (2008 pp 349) describes that ‘a celebrity testimonial will increase the adverts ability to attract attention and produce a desire in receivers attempting to emulate or imitate the celebrities in which they admire’. 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