The role of celebrities for the image of endorsed products

Opris Adriana (), Corina Pelau and Lazar Laura ()
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Opris Adriana: Bucharest University of Economic Studies, Bucharest, Romania
Lazar Laura: Bucharest University of Economic Studies, Bucharest, Romania

Proceedings of the International Conference on Business Excellence, 2020, vol. 14, issue 1, 838-846

Abstract: Celebrities are, in recent years, a popular way to draw the consumer’s attention to an advertisement. In an age with an abundance of details and advertising, the celebrities ‘ glamour has the power to increase the advertised product’s exposure and to attract the attention of the consumer. Several researches have focused on analyzing the impact of celebrity endorsement on the success of brands by pointing out the importance of the match between the celebrities’ personality and the image of the endorsed brand. Besides the positive aspects, there have been also pointed out the different disadvantages of using celebrities in advertising such as the overshadowing effect or the exaggerated costs involved. The results of our quantitative research have shown that, although there is not a high declared interest in celebrity endorsement, it has a role especially in shaping the social status of the consumer and that women are more attracted by celebrity endorsed product in comparison to men. :

Keywords: celebrity endorsement; consumer; advertising; attention; eye-tracking; neuroscience; brand identity; human brands; social media; commitment (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:poicbe:v:14:y:2020:i:1:p:838-846:n:80

DOI: 10.2478/picbe-2020-0080

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