ebrity impact on consumer behaviour
Advertising has become the most efficient way for companies to transmit product information to consumers. Words and images are often used to display the product and thus attract the attention of consumers. Of all types of endorsement, celebrity endorsement is the marketing method most frequently used by entrepreneurs. A celebrity endorser is “any individual who enjoys public recognition and who uses this recognition on behalf of a consumer good by appearing with it in an advertisement” McCracken (1989). Entrepreneurs use celebrity endorsement to increase consumer purchasing motivation.
Not only can celebrity endorsements attract consumers to purchase products, but the appeal of statements by celebrities can also affect consumer product image. Celebrities are the important part of the society. Celebrity endorsement is a multi-million industry in the world. Businessmen or marketers endorse celebrities to increase their sales. According to research gate, people find those advertisements more attractive which endorses celebrities than the non-endorse celebrities.
Endorsing a celebrity causes a buzz in the market and results in popularity of that brand. Celebrity endorsement even today involves best models that attracts more customers. Although there are other factors that affect buying behaviour that are cultural influences, social influences, family influences and psychological influences. or a culture to exist. Cultural is the deepest influence on buying behaviour. Member of a group or society have different values and norms, which vary time to time. Cultural values can change and have to be watched by marketers. Ignoring this deepest and widest factor can be very costly for company in terms of image and profit. Social influences include influence by peers, family or society that impacts consumer buying behaviour. Family plays a role in affecting buying behaviour. These influences are related to our perception, learning, memory and motivation. It changes buying behavior through making the perceived picture of product in customer’s mind. Customer buying behavior can be influenced by different factors like perception, beliefs, society, personality, information choices, preferences and communication.
Advertising campaigns for cosmetic companies, beauty products and fragrances often include celebrity advertisements and are prevalent in today’s media. The most beautiful women in Hollywood have appeared in print ads, including Julia Roberts for Lancôme, Halle Berry and Emma Stone for Revlon, and Drew Barrymore for CoverGirl. Male celebs are also getting more and more into brand endorsement, from one of the highest paid celebrity who promotes retail clothing giant H&M, Brad Pitt recently made history as the first male spokesperson for classic fragrance Chanel No. 5. Commercials with celebrity’s appeal to our innate desire to be like the people that we look up to and admire – examples of the most successful ads include those that use sex appeal and emotion to move viewers.
People are attached to their favorite celebrity, and they are generally well-trusted by their fans. If they use your product, it shows their fans that it is a product worth using and builds trust in your brand. Seeing a celebrity attach their name to a product also reassures consumers of the quality of your product. The celebrity would be at risk for damaging their reputation if they endorsed a product’s quality lacks.
Using celebrities for promotion is hardly new. Film stars in the 1940s posed for cigarette companies, and Bob Hope pitched American Express in the late 1950s. Joe Namath slipped into Hanes pantyhose in the 1970s, and Bill Cosby jiggled for Jell-O for three decades. Sports icons like Michael Jordan and Tiger Woods elevated the practice, often scoring more in endorsement and licensing dollars than from their actual sports earnings.
But over the last decade, corporate brands have increasingly turned to Hollywood celebrities and musicians to sell their products.
ebrity impact on consumer behaviour