Impact of Celebrity Endorsements on Brand Image
Celebrities are people who enjoy public recognition by a large share of a certain group of people. Whereas attributes like attractiveness, extraordinary lifestyle or special skills are just examples and specific common characteristics that are observed and celebrities generally differ from the social norm and enjoy a high degree of public awareness. The term Celebrity refers to an individual who is known to the public actors e.g.(Nana Ama Mac Brown sports figure e.g. Michael Essien, entertainer e.g. Sarkodie e.g.) for his or her achievements in areas other than that of the product class endorsed (Friedman and Friedman,1979).or having wider influence in public life and societal domain. Attributes like charisma, extraordinary life style or special skills, larger than life image and demigod status can be associated with them. It is safe to infer that within a corresponding social group celebrities generally differ from the social norm and enjoy high degree of public awareness.
While Endorsement, is a channel of brand communication in which a celebrity acts as the brand’s spokesperson and certifies the brand’s claim and position by extending his/her personality, popularity, stature in the society or expertise in the field to the brand. In a market with a very high proliferation of local, regional and international brands, celebrity endorsement was thought to provide a distinct differentiation (Martin Roll, 2006). McCracken (1989) defined a celebrity endorser as, "any individual who enjoys public recognition and who uses this recognition on behalf of a consumer good by appearing with it in an advertisement (marketing communications), is useful, because when celebrities are depicted in, marketing communications they bring their own culturally related meanings, irrespective of the required promotional role. McCracken’s (1989) view also suggests that a symbolic “match” should exist between the...
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