Celebrities Endorsement - Essay Example

CELEBRITIES ENDORSEMENT due: Introduction The rise of consumerism can greatly be dependent on the endorsement of celebrities through numerous advertisement techniques. In so doing, celebrities create ideological frameworks in the society and influence to conform to set ideologies. Thus, they act as socialization agents through which people identify themselves with and guide basic decision making in the consumer arena. People from different walks of life continuously identify themselves with celebrities to the extent of adopting their ways of thinking.

It is no wonder there is the creation of celebrity culture in the contemporary society. Within the advertising arena, celebrity endorsement has created a global phenomenon of product acceptance through the successful promotion of brands that virtually influences fans associating with a specific celebrity (Amos, Holmes and Strutton, 2008, p. 209-234). In addition, these types of advertisements are associated with good memory among recipients and product consumers as remembering celebrity advertisements is very easy as compared to normal advertisements (Dhotre and Bhola, 2010, p. 25-50). Even though the art of celebrity endorsement appears to have many advantages, it is wise to note that the art has a number of risks that may not seem very serious, but may affect a brand.

The essence of introducing celebrities into the advertising arts is mainly to act as selling points or advertising tools for firms and marketers (Amos, Holmes and Strutton, 2008, p. 209-234). However, this good will might be overturned in the event that they overshadow the promotion and end up promoting themselves (White, Goddard and Wilbur, 2009, p. 322-335). In addition, the advertised firms or products might be exposed to direct exposure of harm and thus having a negative impact to the brand’s character.

Celebrity endorsement in advertising is not a new topic as the last few years the art has rapidly grown to form a major marketing communication strategy practiced by major firms in carrying out branding and promoting a corporate image. Celebrity branding presents itself as a type of advertising through which celebrities become ambassadors of firms or products and use their status in the society to win people by endorsing and promoting their respective advertisements. Aim of the Study This research study aims at identifying if indeed celebrity endorsement works and how it works.

The study will also limit itself to the following objectives: O1: Identify if celebrity endorsement has effects on consumer behaviours. O2: Identify attributes of celebrity endorsers O2: Examine Thai people’s perception about the functioning of celebrity endorsements. Hypothesis The study will be guided by the following hypotheses: H1: Celebrity endorsements have influence over consumer decisions H2: Celebrity endorsers act as common sources of information to consumers H3: Endorsers positively influence consumer behaviours Research Question To critically expound on the objectives and test the hypotheses guiding this research, the following research questions will be adopted: Q1: Do celebrity endorsements have influence over consumer decisions?

Q2: To what extent do endorsers influence consumers? To answer the questions above, the study will critically examine the consumer decision process model, which guides customers in making purchase decisions. In addition, the benefits of celebrity endorsement will be discussed in order to determine the extent of their impacts. Bibliography Amos, C., Holmes, G., & Strutton, D., 2008. Exploring the relationship between celebrity endorser effects and advertising effectiveness: A quantitative synthesis of effect size.

International Journal of Advertising, 27(2), 209-234. Dhotre, M. P., & Bhola, S. S., 2010. Analytical study of association between celebrity advertising and brand recall. The IUP Journal of Brand Management, 7(1), 25-50. White, D. W., Goddard, L., & Wilbur, N., 2009. The effects of negative information transference in the celebrity endorsement relationship. International Journal of Retail & Distribution Management, 37(4), 322-335.