Preview

Important Celebrity Attributes

Powerful Essays
Open Document
Open Document
5826 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
Important Celebrity Attributes
Important Celebrity Attributes
While selecting a celebrity as endorser, the company has to decide the promotional objective of the brand and how far the celebrity image matches with it. The selection is in fact a collaboration, from which both the company and the celebrity gains. \ The most important attribute for a celebrity endorser is the trustworthiness. The target audience must trust that a celebrity carries a particular image and it must match with the product. \ The second attribute in order of importance is likeability. The celebrity also must be accepted as a popular icon by a large cross section of the audience. \ Similarity between the target audience and the celebrity is the third important attribute. A person well-known in a society can have greater impact than a celebrity of a different world. If the endorser and receiver have similar needs, goals, interests and lifestyles, the position advocated by the brand communication is better understood and received. Similarity is also used to create a situation where the consumer feels empathy for the person shown in the commercial. The bond of similarity between the endorser and the receiver increases the level of persuasiveness. \ Apart from that, expertise is also believed to be another important attribute.
Difference between Brand Ambassador & Brand Face
A Brand Ambassador would be one who is not only a spokesperson for the brand or is just appearing as a testimonial for the brand’s benefits. He/she is an integral part of the brand persona and helps to build an emotionale, which goes beyond just appearing on TV commercials. \ He takes up the cause of a Brand Champion and is associated with every aspect related with the brand. What is more, there is a significant difference between making just an endorsement for say, a shampoo or an automobile, and being that brand’s alter ego. Both parties take the latter far more seriously to the deal. So a brand ambassador would be involved in press releases,

You May Also Find These Documents Helpful

  • Powerful Essays

    References: Mowen, J.C. & Brown, S.W. 1981. On Explaining and predicting the effectiveness of celebrity endorses. Advances in Consumer Research, 8(1): 437441…

    • 7714 Words
    • 31 Pages
    Powerful Essays
  • Powerful Essays

    Having a celebrity on board working to advertise your product can reach higher limits of sales because of their fans acquiring the endorsed product. As we have seen in companies such as Nike with multiple athlete celebrity endorsements how much there sales can increase as fans want to purchase the same clothing that athletes wear to make themselves have a feeling of…

    • 1966 Words
    • 8 Pages
    Powerful Essays
  • Satisfactory Essays

    A Advertising

    • 1917 Words
    • 11 Pages

    | Brand-to-consumer relevance could be achieved through making use of celebrities with whom consumers identify.…

    • 1917 Words
    • 11 Pages
    Satisfactory Essays
  • Good Essays

    Print advertisements are used to persuade consumers to buy a specific product. There are several different strategies used to persuade the consumer audience. An effective and eye catching way to get the attention of consumers is to use a celebrity. Audiences may idolize and look up to celebrities, and it is more likely for them to pay attention to an advertisement with a celebrity in it rather than an ordinary person who is not well known.…

    • 532 Words
    • 3 Pages
    Good Essays
  • Powerful Essays

    Alternative Marketing

    • 1137 Words
    • 5 Pages

    Brand Ambassadors or customer evangelists – typically individuals who already like the products. Companies offers rewards and incentives as exchange of their advocacies.…

    • 1137 Words
    • 5 Pages
    Powerful Essays
  • Satisfactory Essays

    Etsy Brand Ambassadors

    • 448 Words
    • 2 Pages

    Brand ambassadors are usually public figures who have amassed a following online. Whether it's an Instagram model with millions of followers or a YouTube personality who has been filming for years, find someone who lines up with your company's brand for an authentic fit. Find out what your ideal ambassador charges and pay them to promote your product.…

    • 448 Words
    • 2 Pages
    Satisfactory Essays
  • Best Essays

    Using celebrities as the source of brand messages has acknowledged advantages. It is without doubt that celebrity endorsers are able to break through…

    • 4963 Words
    • 20 Pages
    Best Essays
  • Good Essays

    Celebrity marketing is quickly becoming one of the most popular forms of advertising. Per recent data 20% of all television commercials have a famous person in them. And about 10% of all the money spent on any form of television advertisement use a celebrity to endorse the brand and product (Advertising Age 1987; Sherman 1985). Research has demonstrated that celebrities make advertising products more plausible (Kamins et al. 1989). They also help the consumer with product recall (Friedman and Friedman 1979). Additionally, celebrities aid the identification with the brand (Petty, Cacioppo, and Schumann 1983). The use of celebrities is intended to instill a positive view in the consumer’s mind in regards of the brand (Kamins et al. 1989), this helps bring life into a product and give it it’s very own personality (McCracken, 1989). Since here are more and more brands investing highly in these celebrity endorsements the question that now must be asked is if it is worth it and persuades consumer purchase intention.…

    • 454 Words
    • 2 Pages
    Good Essays
  • Better Essays

    Celebrity endorsements are one of the most famous methods of marketing used today. Celebrity endorsers are being used in about 25% of all the advertisements that we can see on the television. Marketers are investing large sums of money to have a contract with the celebrities as they believe that celebrities can affect the chances of success of a product. (Erica Weintraub Austina*, 2008) Kiakati believe that use of celebrities can have many benefits and advantages such as - (Anita Elberse, July 2011)…

    • 1785 Words
    • 8 Pages
    Better Essays
  • Good Essays

    Brand Ambassador

    • 2488 Words
    • 10 Pages

    A Brand Ambassador is someone that represents a Brand in a positive way and carries the brand message out to the public.…

    • 2488 Words
    • 10 Pages
    Good Essays
  • Powerful Essays

    Endorser

    • 7396 Words
    • 30 Pages

    ABStrAct This research furthers the theoretical perspectives that athlete endorsers are brands unto themselves, and that athlete-endorser effectiveness is determined by congruent pairings of the athlete-endorser brand and the product brand by introducing the Endorser Sexpertise Continuum. This model categorizes athlete celebrity endorsers on the Endorser Sexpertise Continuum with anchor points referred to as “acquirable expertise” and “likeability.” As in successful brand alliances, this model suggests the types of products/brands the athlete celebrities would be most successful in endorsing, depending on their positioning on the continuum.…

    • 7396 Words
    • 30 Pages
    Powerful Essays
  • Satisfactory Essays

    Swot Of Boots

    • 175 Words
    • 1 Page

    Celebrity brand name can be strategically used to promote their products and gain critical promotion with it.…

    • 175 Words
    • 1 Page
    Satisfactory Essays
  • Powerful Essays

    Celebrity Endorsement

    • 2551 Words
    • 11 Pages

    Celebrity endorsement does their job in attracting customer, but celebrity endorsement creates a brand image which would amend the interests and perception of the prospective employees and job seekers. Prospective employees are given highest…

    • 2551 Words
    • 11 Pages
    Powerful Essays
  • Good Essays

    Siyaram

    • 2891 Words
    • 12 Pages

    Therefore companies must consider about the solutions of using celebrity endorsement and must be careful about the overshadowing or overexposing which can effects the consumer’s reception (Belch & Belch, 2001).…

    • 2891 Words
    • 12 Pages
    Good Essays
  • Powerful Essays

    Companies should engage celebrity endorsements in order to increase the sales of the product they wish to introduce in the market and for the chances of the product to become popular and known to the industry.…

    • 1263 Words
    • 6 Pages
    Powerful Essays