CELEBRITY ENDORSEMENT STRATEGY

Chiosa Ana Raluca
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Chiosa Ana Raluca: “AL. I. CUZA” UNIVERSITY OF IASI

Annals - Economy Series, 2012, vol. 3, 75-79

Abstract: Brands ofen use celebrities to get impact, because they are seen by the public as credible source of information about product or company. People aspire to the values and lifestyles of celebrities. Consumers selectively integrate perceived values and behavior of celebrities they admire, to build and communicate their own identity. Celebrity endorser is a person who enjoys high reputation and prestige, beeing known to most people. Celebrity endorsement is a relevant strategy for the product categories which improve the image (such as fashion, perfumes or cosmetics). This paper presents types, techniques and models of analysing celebrities’ efficiency in endorsing brands/products. Celebrity endorsement has become one of the communication strategies used in marketing to build congruence between brand image and consumers. Famous persons exert their influence on consumer through perceived attributes such as expertise, trustworthiness, attractiveness, familiarty and likeability.

Keywords: Endorser; celebrity endorsement; brand; advertising (search for similar items in EconPapers)
Date: 2012
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Citations: View citations in EconPapers (1)

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