Literature Review of Celebrity Endorsement
Running head: A LITERARY REVIEW OF CELEBRITY ENDORSEMENT
Celebrity Endorsement in Mass Media Advertising Brands Celebrity endorsement in mass media advertising has become a very beneficial phenomenon for many countries and has significantly increased in the past decade, and should be the main principle of brand communications since it is the key to marketing success. Any product that is displayed in a television commercial or magazine advertisement by a corporation that uses a celebrity or well known public figure to give a testimonial or information about the product, is practicing celebrity endorsement. Although commonly thought of starting in the United States, celebrity endorsement began in India during the ‘80s but has since been adopted by countries in Asia, Europe, and almost worldwide. Modern mass media (especially that of tabloids) has increased exposure of celebrities to the point that it is unavoidable to not be exposed to a celebrity face. The primary principle that celebrity endorsement works off of is the public recognition of the celebrity endorser as an admirable or desirable cultural force. It is not uncommon to view commercials from the past 10 years and see popular icons like Britney Spears endorsing a particular soft drink like Pepsi or Michael Jordan endorsing Nike as the number one brand for anyone that has even the slightest liking to sports. These celebrities among many others, are used to promote products, services, and ideas (Kambitsis et al., 2002). A reason for the increase in the usage of celebrity endorsing on various levels of mass media is almost exclusively due to the fact that this strategy results in more positive advertisement and product ratings (Dean and Biswas, 2001), as well as
A LITERARY REVIEW OF CELEBRITY ENDORSEMENT an increase in the purchasing of the product and in turn, increased finances for the producer (Erdogan, 2001). Most celebrity endorsers come from the entertainment and sports
Celebrity Endorsement in Mass Media Advertising Brands Celebrity endorsement in mass media advertising has become a very beneficial phenomenon for many countries and has significantly increased in the past decade, and should be the main principle of brand communications since it is the key to marketing success. Any product that is displayed in a television commercial or magazine advertisement by a corporation that uses a celebrity or well known public figure to give a testimonial or information about the product, is practicing celebrity endorsement. Although commonly thought of starting in the United States, celebrity endorsement began in India during the ‘80s but has since been adopted by countries in Asia, Europe, and almost worldwide. Modern mass media (especially that of tabloids) has increased exposure of celebrities to the point that it is unavoidable to not be exposed to a celebrity face. The primary principle that celebrity endorsement works off of is the public recognition of the celebrity endorser as an admirable or desirable cultural force. It is not uncommon to view commercials from the past 10 years and see popular icons like Britney Spears endorsing a particular soft drink like Pepsi or Michael Jordan endorsing Nike as the number one brand for anyone that has even the slightest liking to sports. These celebrities among many others, are used to promote products, services, and ideas (Kambitsis et al., 2002). A reason for the increase in the usage of celebrity endorsing on various levels of mass media is almost exclusively due to the fact that this strategy results in more positive advertisement and product ratings (Dean and Biswas, 2001), as well as
A LITERARY REVIEW OF CELEBRITY ENDORSEMENT an increase in the purchasing of the product and in turn, increased finances for the producer (Erdogan, 2001). Most celebrity endorsers come from the entertainment and sports
References: Dean, D. H. and Biswas, A. (2001). Third-party organization endorsement of products: an advertising cue affecting consumer pre purchase evaluation of goods and Carroll, Angela. (2009). Brand communications in fashion categories using celebrity endorsement Erdogan, B.Z. (1999). Celebrity endorsement. Journal of Marketing Management. 11 (1). Erdogan, B.Z. (2001). Selecting celebrity endorsers: the practitioner’s perspective. Journal of Advertising Research Friedman, H. H. (1979). Endorser effectiveness by product type. Journal of Advertising Research Hsu, C.K. and McDonald, D. (2002). An examination on multiple celebrity endorsement in advertising Kambitsis, C., Harahousou, Y. & Thedorakis, C. (2002). Sports advertising in print media: case of 200 Olympic games McCracken, G. (1986). Culture and consumption: a theoretical account of the structure and movement of the cultural meaning of consumer goods Onkvisit, S. and Shaw, J. (1987). Self-concept and image congruence: Some research and managerial implications Pringle, H. (2004). Celebrity sells. John Wiley and Sons Ltd. England. Ruiz, N. (2008). Can a star sell you style?. Forbes.com LLC.