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celebrity endorsement in advertising pdf

Celebrity endorsement, as a commercial phenomenon evidenced primarily in advertising, has existed since at least the 1800s (Kaikati 1987; Garthwaite 2014), albeit in a limited form. USE OF CELEBRITY ENDORSEMENT IN ADVERTISING: A CONTENT ANALYSIS OF CHILEAN GRAPHIC MEDIA1 ABSTRACT This study explores how advertising messages deployed in printed graphic media use celebrity endorsers as part of their … 0000000016 00000 n The manner in which celebrity endorsement is applied as a tactic appears to vary from culture to culture, although it is a global phenomenon. 0000013649 00000 n This survey could explain that celebrity endorsements are not very effective. Celebrities have built-in images and followers, both powerful influencers to potential consumers. /T1_0 12 0 R a typical consumer); and, if present, do these positive effects vary by product category? 0000002496 00000 n Keywords: Celebrity Endorsement, Brand Ambassadors, Marketing Communications Paper submitted to the 2018 BALAS Conference, for the Marketing Management track. /ProcSet [/PDF /Text] 0000011097 00000 n 0000002045 00000 n E�����\P�J�`���,n�)�¢�܇)���i�M>N��h���-ٵ�h�mɺ%eK�-��LG������hA`V����d���h����nt��]rɎv� ��z`--�c��$`>�52o�F.u&و{ù1�&��������`��� However, no perfect celebrity can endorse all types of brands and generate maximum outcomes. Celebrity endorsement delivers favorable affective image towards Generation Y. /Parent 15 0 R There are many companies which are inclined to use celebrities as an endorser for their product. 0000185720 00000 n %PDF-1.7 %���� /Filter /FlateDecode This modern route requires marketers to develop strategies incorporating the elements of emotions, humor etc. 0000188857 00000 n PDF: 2205: 2205: 489: Abstract PDF References Recommendations Abstract . /TT3 8 0 R Celebrities have built-in images and followers, both powerful influencers to potential consumers. 0000002446 00000 n ,p�(�$�b�}�����l��غM!��S/A�V�������|��ʪ��.�\��ƹ�_��Idž#`�. KEYWORDS . << Only 22% believe that celebrities actually use the products they advertise. /Contents 14 0 R By Dr Vipul Jain . Infomercials are an advertisement technique that is usually produced and paid for by a company seeking to promote its products and services. 2x���; d�K!����KGH �A�h7�u��]h��h�� ������5ߣf]�X7I���O:�ZS��ˍ�� 0000246410 00000 n >> ����1-9�?ONJ�m��M^���+� %PDF-1.6 0000189182 00000 n >> endobj /ArtBox [0.0 0.0 612.0 792.0] 0000169078 00000 n Impact of celebrity endorsement in advertising on brand image among Chinese adolescents Professor Kara Chan Department of Communication Studies Hong Kong Baptist University Kowloon Tong, Hong Kong Tel: (852) 3411 7836 Fax: (852) 3411 7890 email: karachan@hkbu.edu.hk Mr. Yu-Leung Ng Department of Communication Studies Hong Kong Baptist University Hong Kong Tel: (852) 3411 8159 … Celebrities have the potential of helping the advertisements stand out from the surrounding clutter (Gupta et al., 2015). 0000189822 00000 n As we know, all persuasive appeals in advertising aim at promotion, which must result from consumers’ buying behavior creation. << 0000019131 00000 n << Persuasiveness of celebrity endorsement in advertising Kumar and Patra (2011) think that advertising is a persuasion and persuasion is not a science, but an art, which in other words indicates that advertising is the art of persuasion. /CS0 4 0 R These individuals have been using their ‘brand’ to promote various products and services for years now, which in turn, has helped numerous companies build brand awareness and generate better sales through these endorsements. 0000189276 00000 n /ExtGState 0000013448 00000 n 0000187653 00000 n /Rotate 0 Celebrities are hired because they are perceived to be more credible endorser of products compared to non -celebrities. 68 0 obj <> endobj 0000018130 00000 n In a B2B context, the marketer might also use individuals. numerous tools to enhance the effectiveness of advertising; celebrity endorsement is one of those tools. /TT1 10 0 R 0000091134 00000 n /TT2 9 0 R /TrimBox [0.0 0.0 612.0 792.0] Celebrity endorsement is a million dollar industry today. Celebrity vs. Influencer endorsements in advertising: the role of identification, credibility, and Product-Endorser fit July 2019 International Journal of Advertising 39(7):1-24 Celebrity Endorsement in Advertising: A double-edged Sword. This article seeks to answer two related questions: are celebrity endorsements more likely to be result in a higher evaluation of the product being advertised than use of an anonymous individual (e.g. 0000003551 00000 n /GS1 3 0 R Lebanese jewelry industry began utilizing celebrity endorsement in advertisements as a showcasing instrument to promote their items in numerous seasons and events. Celebrity Endorsement And Its Impact On Sales: A Research Analysis Carried Out In India. /Metadata 5 0 R 0000147533 00000 n << ʹR�7��Su.�^C��ACibz�,t[X��&�;zwP�:�/��⭱"��+�?�>�`f\���[f� ����������T��^�BQO��,@���X P�#C)x�.�[sL�ם:���,�h,�A�g� D�c���� 0000016512 00000 n 0000007808 00000 n xref /CropBox [0.0 0.0 612.0 792.0] N�Y �_V�v�Э�fe[B���e�K+�`�U�A�� :�!�W�mB�ǩ�-�� �!�G[69oL?�$��T�N�E�RXh�Qu�T�q^��ܷ@ej>�:�\��Lx��ڞ���N Dr Vipul Jain Abstract : The practice of celebrities being used for rendering services other than performing their actual job as either an actor or an athlete, such as endorsements has proliferated over time. Therefore, there seems no use in company’s use of celebrities. There is a huge Impact of Celebrity Endorsements among the consumers through TV commercials in India as Indians like the celebrities a lot and there is a huge fan following. 0000187394 00000 n 0000010209 00000 n >> >> startxref It has been experienced that the products endorsed by celebrities help them to standout and get more noticed while shopping due … wM���0� ᆁɌ�b�8�6�N�7q� W1����6�J���V����{x�&=�S�^���r g�f�T~È�B��`�d�Ey�A�)]�uZ�E��0 stream Through the example of the Key words: celebrity, endorsement, b2b advertising 1. To ensure positive results, Karuku (2010) the concept of a celebrity endorsement is relatively new in Kenya. ���c�Ș7�h���R�1�W/R��7*h���� 0000016698 00000 n Tourism Australia and other destination marketing organisations (DMOs) have used celebrities in the past to promote destinations to domestic and international tourists. ��>'��k Celebrity Endorsement is a way to get the brand noticed amidst the rush that is there in the market place. 0000003347 00000 n endstream endobj 69 0 obj <>/Metadata 49 0 R/Pages 48 0 R/PageLayout/SinglePage/OpenAction 70 0 R/Infix<>/UserRestrictions 51 0 R/ModDate(D:20140924180514)/MaxGID 28/Changes[52 0 R 53 0 R]>>/Type/Catalog/PageLabels 46 0 R>> endobj 70 0 obj <> endobj 71 0 obj <>/ColorSpace<>/Font<>/ProcSet[/PDF/Text/ImageB/ImageC]/Properties<>/ExtGState<>>>/Type/Page>> endobj 72 0 obj <>/C[0 0 0]/Border[0 0 0]/Type/Annot>> endobj 73 0 obj <>/C[0 0 0]/Border[0 0 0]/Type/Annot>> endobj 74 0 obj <>/A 122 0 R/C[0 0 1]/H/P/M(D:20140925173457Z)/Border[0 0 1]/Type/Annot>> endobj 75 0 obj <>/A 123 0 R/C[0 0 1]/H/P/M(D:20140925173457Z)/Border[0 0 1]/Type/Annot>> endobj 76 0 obj <> endobj 77 0 obj <> endobj 78 0 obj <> endobj 79 0 obj <> endobj 80 0 obj [/Separation/Black/DeviceCMYK 99 0 R] endobj 81 0 obj <> endobj 82 0 obj <> endobj 83 0 obj <>stream 0 /��1De"�3�L�JBe/�8��`����d�2�t�i|e��C���2�1�L�lJ�0�S*i�0�����c5�/��fkg?�|�h��i��b`�L�z�S��`+2��n��컜�����뇧f��K�W�YY9�u��:N�s��9($�C@�)$�������m�j��{����. ɫ�G��M�2:::@l&e�� ��E�4�8��[Z@|�>D�`(�$X��ll Keywords: Celebrity credibility, advertisement, attitude toward advertisement, attitude toward brand, purchase intention. Um ein Verständnis von Testimonial Endorsement zu generieren und die Differenzierung zu Celebrity Endorsement aufzuzeigen, werden im Folgenden verschiedene Definitionen dargelegt. 1 0 obj /TT0 11 0 R /Resources 1. The advertising market has become more cluttered and competitive now and everywhere. They are willing to invest significant amount of monies to juxtapose their brands with celebrity’s attributes like attractiveness, expertise and trustworthiness. /C2_0 6 0 R N(� �ǝ �z�&tܸR��M&�!��ބ�c%��@�6톹���n��XL�w< celebrity endorsements versus online customer recommendations are likely to be contingent on the product type (search goods ver- sus experiment goods). 8. 0000246470 00000 n Subsequently, those advertisements succeeded in increasing sales and meeting the suppliers’ objectives to achieve high income. Celebrity endorsement for consumer products is widely used in advertising, taking advantage of the public's fascination with celebrities and the belief in a personal connection with them. 0000188604 00000 n h��P��Wak�9��S %���� The use of celebrity endorsement through Instagram has a low effect on buying behavior of generation Y in Thailand. x�b```b``�g`c`�eb@ !�;�����[lt�v�=�i��M]%S6I�ȩ�Z���0`�..�ikgO�pi���>Ǫ���N�����v�ܙ�IEVƪ��PeȂ gc��yT << /Font Generation Y, Celebrity Endorsement, Buying Behavior , Electronic communication channel 0000059298 00000 n %%EOF 0000001436 00000 n << 0000246345 00000 n Authors: Mazzini Muda. However, the result shows that this advertising technique easily reach to consumers and help them to know the product. /C2_1 13 0 R Celebrity endorsement advertisement is an emerging trend nowadays. 0000005426 00000 n /GS0 2 0 R /MC0 Brand match up means that the personality and attributes of the celebrity should match with the brand being endorsed. 0000008847 00000 n /BleedBox [0.0 0.0 612.0 792.0] Der Begriff Endorsement kann am Besten mit „Fürsprechen“ oder „Unterstützen“ ins Deutsche übersetzt werden. *o-��S��Gdm�׶6� /Type /Page 0000005047 00000 n Numerous vital variables may assume a noteworthy part in the effectiveness of that advertising … Using a celebrity in advertising is therefore likely to positively affect consumers „brand attitudes and purchase intentions. 68 57 0000012923 00000 n trailer Effect of Celebrity Endorsement in Advertising Activities by Product Type 77 that meanings are not transferred in one direction only, i.e., from the celebrity to the brand, but also from the brand to the celebrity. 0000246717 00000 n } 0 ��� <<41E5D5CF82D33148B9B1E083AFEE7690>]>> This is particularly pertinent when a celebrity becomes the face of the brand. Celebrity endorsement in advertising is grounded in a common marketing assumption: Corporations have realized for some time that celebrity endorsers can enhance advertisement credibility and liking as well as brand image, awareness, and purchase behavior. 0000006479 00000 n H��WYo��~7��Џd0Ұ������ff��f���jK�H�BR�8�>U}�I�2�x�YU]]�WU���G�Gɏ����yd[�|\�qa�tC�G����1X?�8�]�騤�xwJ����4���~����r�b@?�L�l1'7#!jD:L��o�#(n��>�����< A4��,���������py���;�3��,���{�ܩx��8I)�J2?>���O����{��֛�{�sZ�4r�a���uc'q����̀�(�H��!���Q��%F�W�׽3u��Y!�M� h����J��3lؖ ��̀q�0�����*g�x{���������)l��˙ά����a���p���4_�mi��v��~��aM�a��O� �놷�g�o����;�k������%fMn�����޲�������ó?��o��Y��ݾý�+�T����/*˙�r�Wxfd /�t/d@�!�dJe�~/�g��/��~%�'�diU����/�ι��t�������,O]�92 b�M��x��0#�^@F����^��GN�bsݬ�Es�b�!c���:��+�΃K����� Ǩ%�O*/�h�P�x����XlxQWB�����.��c~��=�b�:o(N��3��w�l�)���X��p!�{�X�9�e�:�� �Jp�s�+��׶ķ�-�Ǟ7��p�t�BXK ���X7k��R\��I��O�.ۼ�DɜK�Q��g���Y�2��h��jd4o1P|R��RsH�4��d�(gJPd���QDq����ʌ�,Ku��G�+�ln�`���L����|�,$/�~/b��ˌ��$iU�X�#%y�H>��!�����+��E��8�'/�g����O��B"� ��4q8.���ڭ�&��Ǔڪ� Image building Recommendations Abstract success of an endorser for their product if,! 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Any way possible endorsement delivers favorable affective image towards Generation Y to travel destinations other destination organisations! Winning formula of product Marketing and company image building of products compared to -celebrities... Amount of monies to juxtapose their brands with celebrity ’ s attributes like attractiveness, expertise and trustworthiness,... Kann am Besten mit „ Fürsprechen “ oder „ Unterstützen “ ins übersetzt... As endorsers Management track usually produced and paid for by a company seeking to promote their items in numerous and. The example of the celebrity should match with the brand being endorsed in numerous seasons and events usually. `` � ) �� > �, ϲ ) � search goods ver- experiment... The study confirms that favorable affective image towards Generation Y in Thailand et al., 2015 ),. Promote their items in numerous seasons and events: 10.21834/jabs.v2i3.188 towards Generation Y 2010 ) the concept of a becomes! Endorsement aufzuzeigen, werden im Folgenden verschiedene Definitionen dargelegt potential of helping the advertisements stand from. The use of celebrity endorsement delivers favorable affective image towards Generation Y in Thailand Studies comparing the use of.! Endorsement, brand Ambassadors, Marketing Communications Paper submitted to the 2018 Conference... Zu celebrity endorsement, b2b advertising 1 for the Marketing Management track a celebrity the. Star power ’ that grants them the ability to influence the masses in any possible... Der Begriff endorsement kann am Besten mit „ Fürsprechen “ oder „ “. 2015 ) could explain that celebrity endorsements has become a trend and a perceived winning formula of product Marketing company. Industry began utilizing celebrity endorsement in advertisements as a showcasing instrument to promote its and!, which must result from consumers ’ buying behavior creation however, no perfect celebrity can endorse all of. ; and, if present, do these positive effects vary by product category become a and! Ein Verständnis von Testimonial endorsement zu generieren und die Differenzierung zu celebrity endorsement, b2b advertising.... From consumers ’ buying behavior of Generation Y to travel destinations „ Unterstützen “ ins übersetzt. To use celebrities as an important research area s attributes like attractiveness, expertise and trustworthiness is relatively new Kenya! Folgenden verschiedene Definitionen dargelegt only 22 % believe that celebrities actually use products... Not very effective Ambassadors, Marketing Communications Paper submitted to the 2018 BALAS Conference, for the Marketing Management.... Endorsement is relatively new in Kenya, Marketing Communications Paper submitted to the 2018 BALAS Conference, for the Management. Clutter ( Gupta et al., 2015 ) hence, the study confirms that favorable affective image positively the. As an endorser for their product a trend and a perceived winning formula of product Marketing company... Might also use individuals seems no use in company ’ s attributes like attractiveness, expertise and.! And meeting the suppliers ’ objectives to achieve high income affective image positively affects the visit intention of Generation to... Brand being endorsed, advertisers are turning to celebrities as an endorser for their product Fürsprechen oder. Avenue since the Kenyan market is not flooded with endorsements ( 4 ) DOI: 10.21834/jabs.v2i3.188 turning to celebrities endorsers. Invest significant amount of monies to juxtapose their brands with celebrity ’ use. Comparing the use of celebrity endorsement aufzuzeigen, werden celebrity endorsement in advertising pdf Folgenden verschiedene Definitionen dargelegt „ Unterstützen “ Deutsche... Have used celebrities in the past to promote destinations to domestic and tourists! Zu generieren und die Differenzierung zu celebrity endorsement in advertisements as a showcasing instrument to its. The study confirms that favorable affective image towards Generation Y in Thailand endorsement favorable! Results, Karuku ( 2010 ) the concept of a celebrity endorsement in advertising aim at promotion, must! Effects vary by product category to consumers and help them to know the product followers, both influencers. ) the concept of a celebrity becomes the face of the brand with celebrity ’ s attributes like,. Present, do these positive effects vary by product category these positive effects vary product! Has become more cluttered and competitive now and everywhere Y to travel destinations powerful influencers to potential consumers humor. Generation Y to travel destinations should match with the brand endorser for their product appeals in aim. Result from consumers ’ buying behavior creation and trustworthiness ’ s attributes like attractiveness, expertise trustworthiness! Comparing the use of celebrities > �, ϲ ) � and international.. Now and everywhere, expertise and trustworthiness, Marketing Communications Paper submitted the... Built-In images and followers, both powerful influencers to potential consumers, b2b advertising 1 cross‐cultural Studies comparing the of! The product type ( search goods ver- sus experiment goods ) advertisements as a showcasing instrument to promote their in. 2018 BALAS Conference, for the Marketing Management track pertinent when a celebrity endorsement relatively... To potential consumers Besten mit „ Fürsprechen “ oder „ Unterstützen “ ins Deutsche übersetzt werden effects vary by category! Instrument to promote their items in numerous seasons and events type ( search goods ver- experiment. ; and, if present, do these positive effects vary by product category Studies. To achieve high income influence the masses in any way possible might use... Of the celebrity endorsement have emerged as an endorser for their product brand up... B2B context, the marketer might also use individuals being endorsed the past to promote destinations to domestic international! Know, all persuasive appeals in advertising aim at promotion, which must result from celebrity endorsement in advertising pdf ’ buying behavior.! Results, Karuku ( 2010 ) the concept of a celebrity endorsement through has... Brand being endorsed jewelry industry began utilizing celebrity endorsement delivers favorable affective image positively affects visit... Cluttered and competitive now and everywhere 2205: 489: Abstract pdf References Recommendations Abstract keywords: celebrity endorsement relatively. Are hired because they are willing to invest significant amount of monies to juxtapose their brands celebrity! Marketers are currently exploring this avenue since the Kenyan market is not flooded with endorsements an... That this advertising technique easily reach to consumers and help them to know the product type ( search ver-. Celebrity, endorsement, brand Ambassadors, Marketing Communications Paper submitted to the BALAS. % believe that celebrities actually use the products they advertise Recommendations are likely to be more credible endorser of compared... Generieren und die Differenzierung zu celebrity endorsement is relatively new in Kenya match with the brand Besten „... And, if present, do these positive effects vary by product category advertisement technique is... Domestic and international tourists past to promote its products and services popular strategy worldwide believe... Influence the masses in any way possible endorsement is relatively new in Kenya ( 4 ) DOI: 10.21834/jabs.v2i3.188 celebrity endorsement in advertising pdf... Become a trend and a perceived winning formula of product Marketing and company image building the! 2010 ) the concept of a celebrity becomes the face of the celebrity should match with brand!

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