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* The celebrity’s values may help define and refresh the brand image. * The celebrity may potentially add a new dimension to the brand image instant credibility.
"Studies show that using celebrities can increase consumers' awareness of the ad, capture their attention and make ads more memorable" (L. Martinez, 2001).
2.1 Celebrity Endorsement.
McCracken's (1989) definition of a celebrity endorser is, "any individual who enjoys public recognition and who uses this recognition on behalf of a consumer good by appearing with it in an advertisement, is useful, because when celebrities are depicted in, they bring their own culturally related meanings, thereto, irrespective of the required promotional role."
Celebrity endorsements communicate to consumers that the celebrity uses the product or service that they are endorsing, and that they prefer it above other products of its kind. For this reason, advertisers aim to select the celebrity who most reflects what the advertising is …show more content…
They also showed an interest in the relationship between celebrities and endorsed products in advertising.
The Nike empire has many famous athletes sponsoring their product, such as Lebron James, Troy Polamalu, and Tiger woods. These athletes are just some of hundreds that Nike has sponsored over the years.
From their endorsements, consumers are constantly seeing the best sports players in the world using Nike equipment, shoes, or other Nike brand products. This in turn gives one the sense of Nike being the best, since the best professionals are using it. This gives kind of feeling to customers that what you own now may not be good enough, and that Nike is the best brand. Thus making the consumer want to buy Nikes products.
The selection of brand ambassadors is been explained in the model of McCracken (2003) that, the advertising agencies in England valued the importance based on the types of products (Keller 1998). The findings of the resource agreed that the consumer behavior to the product is more dependent of the selection of brand ambassador to the …show more content…
If there is no congruency between the celebrity and the brand, then the audience will remember the celebrity and not the brand. Coke and Pepsi have successfully leveraged star power amongst their core target and made the brands youthful, contemporary and very aspirational. To begin with Pepsi concentrated on movie and sport icons while Coke used other means to connect with the consumer. However, with both using the same icons now, they are beginning to look alike. Use of celebrities by every brand in a category can lead to enormous
"Studies show that using celebrities can increase consumers' awareness of the ad, capture their attention and make ads more memorable" (L. Martinez, 2001).
2.1 Celebrity Endorsement.
McCracken's (1989) definition of a celebrity endorser is, "any individual who enjoys public recognition and who uses this recognition on behalf of a consumer good by appearing with it in an advertisement, is useful, because when celebrities are depicted in, they bring their own culturally related meanings, thereto, irrespective of the required promotional role."
Celebrity endorsements communicate to consumers that the celebrity uses the product or service that they are endorsing, and that they prefer it above other products of its kind. For this reason, advertisers aim to select the celebrity who most reflects what the advertising is …show more content…
They also showed an interest in the relationship between celebrities and endorsed products in advertising.
The Nike empire has many famous athletes sponsoring their product, such as Lebron James, Troy Polamalu, and Tiger woods. These athletes are just some of hundreds that Nike has sponsored over the years.
From their endorsements, consumers are constantly seeing the best sports players in the world using Nike equipment, shoes, or other Nike brand products. This in turn gives one the sense of Nike being the best, since the best professionals are using it. This gives kind of feeling to customers that what you own now may not be good enough, and that Nike is the best brand. Thus making the consumer want to buy Nikes products.
The selection of brand ambassadors is been explained in the model of McCracken (2003) that, the advertising agencies in England valued the importance based on the types of products (Keller 1998). The findings of the resource agreed that the consumer behavior to the product is more dependent of the selection of brand ambassador to the …show more content…
If there is no congruency between the celebrity and the brand, then the audience will remember the celebrity and not the brand. Coke and Pepsi have successfully leveraged star power amongst their core target and made the brands youthful, contemporary and very aspirational. To begin with Pepsi concentrated on movie and sport icons while Coke used other means to connect with the consumer. However, with both using the same icons now, they are beginning to look alike. Use of celebrities by every brand in a category can lead to enormous