Influence Of Celebrity Endorsements

807 Words 4 Pages
1.0 Introduction

This research aims to explain what endorsement means. It will also explain how celebrity endorsements are selected by brands and the importance of selecting a good representation fit for the brand identity. This research will also aim to identify the influence of the celebrity endorsements on South African female consumers as opposed to advertising cosmetic products the normal marketing.

1.1 background
An endorser is an individual who appreciates public recognition and uses the recognition on behalf of the consumer product by attracting consumers with it on an advert. Celebrity endorses vary from actors, singers, politicians, models, cartoon characters and so forth. In our modern society many if not all South African females own more than one cosmetic product so that consumer already know the market of cosmetics . With that said
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In consideration of unsuccessful applications of celebrity endorsement marketers have to bare the loss of millions of Rands considering the fact that the endorser will be paid a ridiculous sum .

Relevance
The purpose of this study is to explain how marketers advertise brands and how using the correct celebrity will have a positive impact on the female consumer for the brands best interest. It will also explain the consumer’s attitudes towards the cosmetic brand endorsed by the celebrity. Research problem
Besides costs It is not easy for marketers to choose the correct celebrity for a brand as they have to look if they fit the brand requirements and how consumers will accept them. Marketers also have to look at the celebrities profile that entails how they carry themselves in public, are they role models, how do female consumers perceive them. All these aspects play a key role in the endorser selection as a celebrity with a bad profile will have a bad impact on the female consumers and the

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