Wednesday, May 6, 2020
Celebrity Endorsements Credibility on the Consumer Based Products
Question: Describe about the Celebrity Endorsements for Credibility on the Consumer Based Products. Answer: Introduction This article focuses on the influence of the celebrity endorsements and the impact on the brand credibility on the consumer based products. The views provided by different scholars are analyzed and they are studied in details and an argumentative presentation of the different opinions is presented. Most of the researchers agree upon a common point that brand equity is a rise in the value added to a product to a brand name. On the contrary, Farquhar (1989) opined that it is a combination of different combinations like perceived quality, brand loyalty, brand awareness and other assets. As mentioned by Aaker (1991), brand equity is both the value addition to a product as well as a combination of different factors. As per the views of Keller and Lehmann (2006), the credibility of the endorser has an subsequent impact on the credibility of the brand, for instance a film star who is actively involved in some social cause will have a good impact on the brand that is endorsed by them. Simultaneously, Erdem and Swait, (1998), opined that companies investing colossal sum in brand investments are likely to deliver products as promised by them. It can be concluded that the credibility of the celebrity has a direct impact on the endorsed brand and the quantum of investment by a company on b rand promotion puts credibility on the brand. Erdem and Swait (1998) opined that brand credibility is directly connected with different brands. In case of a brand enjoying popularity the costs related to information processing and information gathering is low, whereas McCracken (1989), suggested that brands with a higher credibility influences the psychic factors of the customers and gradually the objective level gets converted to a subjective level of quality. It can be concluded that credible brands enjoy a certain advantages over the non- credible ones and they greatly influences the psychological factors of the customers. Aaker (1991), in his network memory model stated that the celebrity endorsers acts as an additional node on the existing network, which means that celebrity endorsement acts as an additional point in the existing network and it comes as an advantage to the endorsed brand. Simultaneously, Grossman and Till (1998) stated that influential endorser has a strong influence in the minds of the customers. It can be understood from the above points that celebrity who is promoting the brand is of utmost importance than the brand itself. Moreover, conditions can influence the promotion of a particular brand very much, like the timing of the advertisement, the targeted customers and the medium of the advertisements. In addition to this, the type of branding also influences the customers, as a parent brand will have one sort of influence than the sub product of the endorsed brand. Conclusion In details, study was conducted in gathering the data from credible sources and the opinions of the different authors were carefully analyzed to reach upon to the conclusion. It can be concluded that celebrity endorsers influences the brand very much and the brand promotion is also depended on different other factors. Apart from the celebrity endorsers, the amount of money spent on the advertisement by the company also positively influences the decisions of the customers, so the companies should accordingly in order to effectively use the celebrity promotion. Reference Aaker, D. (1991). Brand equity.La gestione del valore della marca. Biswas, D., Biswas, A., Das, N. (2006). The differential effects of celebrity and expert endorsements on consumer risk perceptions. The role of consumer knowledge, perceived congruency, and product technology orientation.Journal of Advertising,35(2), 17-31. Erdem, T., Swait, J. (1998). Brand equity as a signaling phenomenon.Journal of consumer Psychology,7(2), 131-157. Erdem, T., Swait, J. (1998). Brand equity as a signaling phenomenon.Journal of consumer Psychology,7(2), 131-157. Farquhar, P. H. (1989). Managing brand equity.Marketing research,1(3). Grossman, R. P., Till, B. D. (1998). The persistence of classically conditioned brand attitudes.Journal of Advertising,27(1), 23-31. Keller, K. L., Lehmann, D. R. (2006). Brands and branding: Research findings and future priorities.Marketing science,25(6), 740-759. McCracken, G. (1989). Who is the celebrity endorser? Cultural foundations of the endorsement process.Journal of consumer research, 310-321.