Of Commerce University of Delhi Mr. Naveen Chaudhary Assistant Professornaveenchaudhary gmail. Of Economics University of Delhi Abstract: The practice of celebrity endorsements has proliferated over time.
Critically Evaluate Effect of Celebrity Endorsement on Brand Affinity Critically Evaluate Effect of Celebrity Endorsement on Brand Affinity 1 January Nike To begin with, this essay discusses the positive effects of celebrity endorsement on brand affinity in terms of reassuring consumers of the product qualities and differentiating a brand from its competitors, using Nike-Golf and Canon case studies.
As Schlechtp. There could be eight classical forms of celebrity which include actors e.
Pierce Brosnan, Angelina Jolie Prittmodels e. Naomi Campbell, Gisele Buendchensports athletes e. Oprah Winfreysingers e. Barak Obamaand high-society people e. Prince William, Victoria Beckham Schlecht,p.
Commonly, the brands have the distinct images and personalities that attract the consumers. The brand affinity is not usually logical, but it is powerful.
It encourages consumers to view a brand as the representative of a personal aspect of their persona DeGabrielle, To illustrate, ACNielsen states that Armani is a brand that stands for well-understood attributes as high quality, sophistication and style — timeless values with global appeal.
Consumers tend to buy Armani because they would like to be part of that shared identity. For Armani, the utilization of David and Victoria Beckham- who are suggested to have a glamorous lifestyle- in Emporio Armani underwear could be an example of endorsing the brand stylish and sophisticated images affect consumers by celebrities.
It has been believed that celebrity endorsement could be a marketing communication tool that helps strengthen brand affinity to the brands. Meaning Movement and Endorsement Process Source: McCracken, cited in Kumar,p. Consumers are usually reluctant to believe in quality of product unless they have consumed it.
For example, beforealthough Nike appeared to be well-respected as a successful brand in mainstream sports apparel especially in footwear, it was generally considered to be less likely to be successful in entering the golf category because it had limited experience in an elite category.
However, Nike decided to utilize its area of expertise to build the equity in golf arena by collaborating with the athlete stars similar to the successful platform made with Michael Jordan.
Nike associated with world rising golf star at that time- Tiger Woods who appeared to be the symbol of fast success and endurance-and became an emerging successful brand in golf apparels, equipments, and accessories without actual proved qualities.
The golf apparel and footwear sales of Nike was double the contract fee to approximately one-hundred twenty million dollars on the fiscal year ended on May 31, Nike has appeared to be an admirable brand in sports apparel- ranked number one for the industry Fortune on CNN Money, In this twenty-first century, there are thousands of brands worldwide.
Consumers seem to be more selective and would prefer the brands with the outstanding images that help express their styles. For that reason, celebrity endorsement could convey distinctive attributes that differentiates the brand from its competitors.
The clear images of Sharapova lead to the distinct images of Canon to consumers. Consumers preempt those attributes and feel proud to use Canon PowerShot cameras as they see the difference of stylish Canon to static Nikon or the unclear image of Panasonic.
Therefore, Canon appears to have higher number of referrals among consumers and is on the top rank for compact digital camera category, despite their actual qualities. He could lose public recognition if he merely maintains a sole image because he is not anymore a representative of the successful athlete with high performance.I currently have a doctoral researcher examining celebrity endorsement in Thailand.
She is using the O'Hanian framework/model (a survey originally developed for western consumers) - and Of all types of endorsement, celebrity endorsement is the marketing method most frequently consumers begin to evaluate and consider the product and, after making compar- ing effect.
Celebrity endorsement is a type of marketing strat-egy. Selecting appropriate celebrity endorsement can. Critically Evaluate the Effect of Celebrity Endorsement on Brand Affinity Celebrity endorsement appears to be an effective marketing communication tool for today’s marketers.
Generally, the tool is not a new phenomenon as it has appeared in advertising message execution since the late nineteenth century in the utilization of Queen . celebrity endorsement on young adults (Hakimi et al., ), celebrity worship on purchase intentions (Hung et al., ), and the celebrity’s credibility on the brand’s consumer-based equity (Spry et al., ).
It also proved that there is a significant impact of celebrity endorsement on the buying behavior. Finally, the results of the study further proved that there is a significant impact of celebrity endorsement on the buying behavior of customers.
Critically Evaluate Effect of Celebrity Endorsement on Brand Affinity Essay Critically Evaluate the Effect of Celebrity Endorsement on Brand Affinity Celebrity endorsement appears to be an effective marketing communication tool for today’s marketers.