Consumer Purchasing Process and Motivation. celebrities in the sample. Source expertise in persuasive communication, indicates generally that the source’s perceived expertise has a positive impact on attitude change (Horai et al, 1974). Marketers usually use individuals who have achieved some form of celebrity status to serve as a spokesperson for their brand. Branding strategies used by organisations should be aware of factors that may effect an individual’s motivation with regards to needs satisfaction when obtaining products/brands through the initial stages of the consumer decision making process. The nature of celebrity endorsements is changing, and high-profile celebrities are no longer out of reach for small companies, says Evan Morgenstein, chief executive of US-based firm Celeb Experts. Whether you have “Bieber Fever” or not, it’s hard to ignore the … Any fees quoted are approximate, subject to specific quotation and subject to contract. O. ver the weekend, Neil Young publicly endorsed Bernie Sanders in the 2020 presidential race – adding his name to the long list of celebrities who have backed the Vermont Senator. As a result, it is becoming familiar for companies to ‘share stars’ (Elliott, 1991; Sloan and Freeman, 1988). However the degree in which a consumer will actively search to resolve need deficiency relies on the perceived importance of the ‘problem’ and the distinction between desired and current state. During the past 25 years Useful Talent executives have been responsible for generating literally thousands of celebrity led advertising and endorsements contracts, PR campaigns, product launches, corporate entertainment & pesonal appearances. These social media campaign examples are just a sample of how brands have successfully used celebrity … Whereas Schiffman and Kanuk (2009) claim that customer satisfaction depends on the product or service matching consumer expectations. The source may be knowledgeable, popular, and/or physically attractive; typifying the target audience; or have the power to reward or punish the receiver in some manner. 13 examples: A year later, the campaign was ditched in favor of a celebrity endorsement… Premeaux (2005 cited in Bailey, 2007) suggests the reason why this figure is so high is the ‘ability of the celebrity endorser to get and hold attention with evidence of the positive impact of celebrity endorsers on brand recall’. Additionally, Belch and Belch (2009) argues that while expertise is important, the target audience must also find the source (celebrity) believable. NEVER BEFORE has there existed so many TV channels, websites and alternative media such as YouTube, eager to carry these compulsive and persuasive messages, as well as celebrity gossip about them. Unsurprisingly markets must conduct consumer behaviour research in order to understand their target customer better than other competition and as a result of this it will allow strategic marketing mixes to work more effectively for organisations (Jobber, 2001). A short history of embarrassing celebrity endorsements David Beckham's face has been used to promote Asian hair gel Cock Grease H e's a … Previous research indicated the importance celebrity endorsements have on consumer behaviour. Celebrity Endorsement refers to a marketing strategy whose purpose is to use one or multiple celebrities to advertise a specific product or service. However, Twitter endorsements from a celebrity can be deemed as misleading as it is not made clear that the celeb has been paid to tweet about the product. “It is evident from the list that 2016 has seen more social media influencers contending with traditional celebrities for endorsement opportunities. Brad Pitt even made history as the first male spokesperson for classic fragrance Chanel No. Various research investigations have explored the congruency between celebrity endorsers and brands to examine the effectiveness of using celebrities to advertise products/brands. However, assuming that an individual just has to be famous to represent a successful spokesperson would be incorrect (Solomon, 2008). A series of stages must be passed through before an ultimate decision is made whether to purchase or not, during this process a brand choice will be made. If you disable this cookie, we will not be able to save your preferences. And these assessments do not show evidence that celebrity endorsement specifically contributed to achieving campaign results. When Tiger Woods was involved with several sex scandals and cases of infidelity, his reputation changed for the worst and many people viewed him negatively. A celebrity was considered to endorse a product if an advertisement featured the celebrity, the celebrity’s song, or a music group to which the celebrity formerly belonged at the time of the endorsement. Disadvantages of Celebrity Endorsement. Celebrity politics have become common-place in UK elections. Celebrities project lifestyle messages that brands can tap into to position their products or services. To reveal whether celebrity endorsements effect consumers purchasing decisions and to what extent. Source credibility is used to imply a communicator’s positive characteristics that will affect the receiver’s acceptance of a message (Ohanian, 1990). According to Kahle and Homer (1985) attractive sources are more effective in terms of attitude change when advertising brands that enhance individual’s attractiveness. The degree of congruence between the new information (the brand attributes) and the existing information (the celebrity’s characteristics) may then influence the level of recall of the new information. This theory works within the framework of cognitive consistency, a principle stating that consumer’s value harmony among their thoughts and that they are motivated to reconcile incongruent thoughts. For this investigation, the author has specific aims that include: The review of literature will examine past theories and research on celebrity endorsements, outlining relevant areas involving; consumer buyer behaviour, celebrity versus non-celebrity advertising, key attributes organisation require in an endorser and benefits and limitations of using this communication technique. The aim of this literature review is to give a comprehensive discussion of the range of theories which offer frameworks to aid in answering the research questions in relation to the effects sports celebrity endorsements have on consumer buyer behaviour. Pepsi’s 2017 advert casting reality star Kendall Jenner as peacemaker at a rally is a great example of how celebrity endorsements can easily backfire. Numerous investigation in social cognition have discovered that usually congruent information is remembered better that information incongruent or irrelevant with existing schemas (Cantor and Mischel, 1979; Cohen, 1981; Taylor and Cracker, 1981). Barack Obama, for example, went into his 2008 campaign with “a tremendous amount of celebrity support”, Jackson recalls, “and there’s evidence from the … Company Registration No: 4964706. The final characteristic Kelman’s classification is ‘source power’. This means that every time you visit this website you will need to enable or disable cookies again. Smaller names partnering with smaller companies might now make our eyes pop when we see the numbers. Blackwell et al (2001) defines the initial step in the consumer decision process as need arousal in relation to the ’emotional and psychological’ needs relevant to the individual consumer, this occurs when ‘an individual senses a difference between what they perceive to be the ideal versus the actual state of affairs’. Also a study by Atkin and Block (1983) emphasised that advertisements that had celebrities appearing in them had more positive effects on consumers than those with non-celebrities. Izzard campaigned in over fifty constituencies and was confronted by Scottish Nationalist Party (SNP) activists with the ‘Scot Lab’ leader Jim Murphy. Just as one can easily recall examples of celebrity endorsements gone wrong, there are also instances where celebrities have campaigned for a cause with clarity and candour. As a young tennis star, Capriati had a number of endorsement deals, including Oil of Olay, Diadora and racket maker Prince. Before any brand signs on a celebrity, they should consider three main aspects. A deeper insight in the complex process of celebrity endorsement is provided by the ‘meaning transfer model’, this will be discussed in section 1.12. . Examples of celebrity endorsement in a sentence, how to use it. It is a marketing communication tool that is used widely across western culture thus being relevant and significant in today’s market. According to Friedman and Friedman (1979 cited in Atkin and Block, 1983), a celebrity spokesperson is more effective for products high in psychological or social risks relative to a ‘normal’ spokesperson; such elements include good taste, self image and opinion of others. Copyright © 2003 - 2021 - All Answers Ltd is a company registered in England and Wales. However Solomon, Bamossy, Askegaard and Hogg (2010) state that consumer behaviour is dynamic, meaning the entire purchasing decision process is complex. Useful Talent has been at the heart of celebrity led advertising in Europe and the USA for over 25 years and is uniquely qualified to place accurate priced endorsement proposals directly into the hands of the appropriate decision makers. This website uses cookies so that we can provide you with the best user experience possible. Thus, meanings attributed to the celebrity become associated with the brand in the consumers mind. Customers will be influenced by various factors such as reference groups, social effects as well as local cultural factors, these aspects impact on the way in which a consumer will make decisions. This is based on how honest the celebrity is about what they say concerning the brand (Schiffman and Kanuk, 2009). The pitfalls of the celebrity endorsement were thrown into sharp relief yesterday with the news that two of its brightest (and most expensive) stars do not use the products they advertise. In 2015, the Labour Party secured the endorsements of Eddie Izzard and Ben Elton who appeared with Coronation Street actress Sally Lindsay at a rally in Warrington. However the celebrity heat is even more evident in Japan with around 70 percent of Japanese commercials featuring a celebrity (Kilburn, 1998). The reasons why celebrity led product endorsements are so successful are simple: NEVER BEFORE has the consumer been so aware of, or responsive to, celebrity led advertising and endorsements. To export a reference to this article please select a referencing stye below: If you are the original writer of this dissertation and no longer wish to have your work published on the UKDiss.com website then please: Our academic writing and marking services can help you! Information on this site is provided strictly as a free information resource for the Advertising, Marketing & Public Relations industry and is not intended for public access. Source attractiveness leads to persuasion through a process of ‘identification’ whereby the receiver is motivated to seek some type of relationship with the source (celebrity) and thus adopts similar beliefs, attitudes, preferences, or behaviour. Kambitsis et al (2002 pp 160) shares this perspective and found that athletes’ personality was an important factor when influencing ‘specific target groups, to which such personalities are easily recognisable and much admired.’ McCracken suggests a meaning transfer model, which is made up of three subsequent stages. According to McCracken (1989) a consumers ‘are constantly moving symbolic properties out of consumer goods into their lives to construct aspects of self and world’. The author will present a general understanding of the topic, in the first chapter. If the communicator (celebrity) and receiver have similar needs, goals, interests and lifestyles, the position advocated by the source is better understood and received. Marketers use celebrity endorsers in hopes that the positive image of the celebrity endorser will be passed on to the product's or brand's image. Source attractiveness is related to physical attributes such as: Similarity, Likability and Familiarity (Belch and Belch, 2009). For example, The Target 140 campaign set out to reduce daily water consumption by 20% in Brisbane, Australia. It was widely reported recently that Katie Perry has overtaken Justin Bieber in the race for the largest international base of Twitter followers. A source has the power when they can actually administer reward or punishment to the receiver. It addresses the benefits and risks of using celebrity endorsements, preliminary considerations when entering into a celebrity endorsement agreement, key clauses in a typical celebrity endorsement agreement, and key issues to consider when drafting or reviewing those agreements. The ‘endorsement letter for scholarship’ seeks to elicit that financial aid package. Curtis Jackson, a.k.a. Finally, in the consumption process, the brand’s meaning is acquired by the customer. He's endorsed high-end brands like Haig … For an advertisement campaign to have the desired effectiveness on consumer’s behaviour, the selected celebrity must have certain attributes to attract and retain the consumer’s attention. According to Belch and Belch (2009), the term source, when talking about the involvement in communicating a marketing message, can occur either be directly or indirectly. According to industry sources, approximately 20% of all television commercials feature a famous person, and approximately 10% of the dollars spent on television advertising are used in celebrity endorsement advertisements (Sherman, 1985 cited in Agrawal and Kamakura, 1995). However Assael (1984 cited in Kamins, 1990) suggests that celebrities are effective endorsers because of their symbolic aspirational reference group association. The central point of this investigation will focus on whether celebrity endorsement has an impact on consumer’s motivation to purchase, and will be primarily looking at sports celebrities. The number of organisations now using celebrities in their advertising has increased, as according to Stephens and Rice (1998) In the USA, the use of celebrity endorsers have increased from a little over 15 percent to approximately 25 percent of all adverts between 1979 and 1997. Toyota ft. ‘ Back to the Future’ “Fueled by Future” is the fourth installment of Toyota’s “Fueled … Price is frequently seen as a main indicator of involvement level as individuals spend increasingly more time searching and comparing information and prices. Why use a celebrity to endorse your product or service? Miisra and Beatty (1990) suggest that when a celebrity endorsers a brand, the characteristics of that celebrity may be compared with the advertised attributes of the brand by the audience for congruence or fit with their available person-schema. With the growing importance of social media in a shopper’s purchase journey, companies are evolving and stepping up the endorsement game across different channels. Consumers face various adverts that try to impact the way in which we behave as a consumer. Celebrity’s endorsement is a process of persuasive and informing consumers about the new and existing products available in the market. The use of images and names herein does not necessarily imply exclusive management or representation by the Useful Group. (E.g. Given Tiger’s past, it could have been a total hit or miss for Nike, but in the end Tiger Woods proved that he was unstoppable in the sports world and helped boost the company sales even more. The ad created a public relations nightmare for Pepsi and for Jenner, who bore the brunt of the blame for her participation. As a result ‘below-the-line’ promotions have established themselves as a major element of the marketing mix, with advertising traditionally being the dominant communication tool for organisations (Lanman, 2003). This establishes a positive sentiment connection between the celebrity and the brand (one side of the triangle). So the celebrity endorsement is the use of celebrities with an objective to increase the sales/value of a brand. Endorsement is the use of a sport celebrity by a company to sell or enhance the image of the company, product, or brand. Once the receiver internalises an opinion or attitude, it become integrated into their belief system and may be maintained even after the source of the message is forgotten. Marketers acknowledge that receivers of persuasive communications are more likely to attend to and identify with individuals they find likable or similar to themselves. This provides an important incentive to use sports celebrities as part of their advertising promotion as celebrities attract consumers’ attention with their appealing status which organisation feel will benefit the products awareness (Erdogan, 1999). Celebrity endorsement on social media. Using sports figures as product endorsers has also been shown to be an effective marketing strategy. This investigation will conduct essential research by critically analysing the academic literature, whilst undertaking further primary research to establish a broader insight into celebrity endorsement. With the growing importance of social media in a shopper’s purchase journey, companies are evolving and stepping up the endorsement game across different channels. *You can also browse our support articles here >. 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