Beating Competition by Establishing Emotional Connect with Customers: Does Celebrities Endorsements Pay Off?

0*
* Department of Management Studies, Indian School of Mines University, Dhanbad-826004, Jharkhand.
Periodicity:March - May'2009
DOI : https://doi.org/10.26634/jmgt.3.4.199

Abstract

In the frenzied market place celebrity endorsements of products have become an increasingly popular trend as most of the companies today are using celebrities to increase the appeal of their offerings. The main reason behind this is the assumption that the Brand becomes easily recognizable and recalls of the brand leads to buying. Celebrity endorsement is a time tested strategy as celebrities have been used since long for advertising. A study by AdEx India, a division of TAM Media Research, finds that there has been 49 per cent growth in celebrity endorsement ad volumes on TV during 2007 compared to 2006. Thus, there is a need to stop and test whether the previous rules of consumers following the pied-piper; read celebrity, still works. This study is an enquiry undertaken to determine the effectiveness of celebrity endorsement as an effective promotional tool to gain competitive advantage by establishing emotional connect with the customers in today's era. Through a theoretical enquiry substituted by empirical research, this paper posits a discussion on risks and rewards of promoting the products' emotional benefits by using celebrities as communications tool. It contributes to gaining insights for the use of celebrities as the marketing device for gaining mind and heart share for the Brands.

Keywords

Celebrity Endorsements, Competitive Advantage, Promotional Tool, Emotional Benefits

How to Cite this Article?

Mrinalini Pandey (2009). Beating Competition By Establishing Emotional Connect With Customers: Does Celebrities Endorsements Pay Off?. i-manager’s Journal on Management, 3(4), 23-33. https://doi.org/10.26634/jmgt.3.4.199

References

[1]. Aaker, D., A., & Biel, A., L. (Eds.). (1993). Brand Equity and Advertising: Advertising Research, vol. 23, no. 1, pp. 57-61.
[2]. Agrawal, Jagdish and Wagner A. Kamakura (1995), "The economic worth of celebrity endorsers: An event study analysis," Journal of Marketing, 59 (Jul) pp. 5-6.
[3]. Agrawal, Madhu (1995), "Review of a 40-year debate in international advertising," International Marketing Review, 12, pp. 2-6.
[4]. Atkin, C. & Block, M. (1983), 'Effectiveness of celebrity endorsers', Journal of Advertising Research, vol. 23, no. 1, pp. 57-61.
[5]. Baker, Michael J. and Gilbert A Churchill (1977) "The impact of physically attractive models on advertising evaluations," JMR, Journal of Marketing Research (pre- 1986), 14 (Nov), 5-38.
[6]. Bertrand, K. and Todd, S. (1992), "Celebrity Marketing: The Power of Personality; Golf Legends Drive Marketing Campaigns", Business Marketing, 77, No.8, pp. 24-28.
[7]. Bradley, Sam (1996), "Marketers are always looking for good pitchers," in Brand week Vol. 37, pp 63-68.
[8]. Brooks, C.M. & Harris, K. (1998), 'Celebrity athlete endorsement; an overview of the key theoretical issues', Sport Marketing Quarterly, vol. 7, no. 2, pp. 34-44.
[9]. Chaiken, Shelly (1979), "Communicatior Physical Attractivenss and Persuasion," Journal of Personality and Social Psychology, 37 (August), pp. 1387-1397.
[10]. Chawla, S.K., Dinesh, D.S. and Barr, P.B. (1994), "Role of Physical Attractiveness in Endorsement: An Empirical Study", Journal of Professional Services Marketing, 10, (2), pp. 203-215.
[11]. Cooper, Michael (1984), "Can Celebrities Really Sell Products?," Marketing & Media Decisions,19 (Sep), pp. 64.
[12]. Daneshvary, Rennae and R. Keith Schwer (2000) “The Association Endorsement and Consumers' Intention to Purchase” Journal of Consumer Marketing, 17 (3), pp. 203- 213.
[13]. Erdogan, B Zafer, Michael J Baker, and Stephen Tagg (2001), "Selecting celebrity endorsers:The practitioner's perspective," Journal of Advertising Research, 41 (May/Jun), pp.39.
[14]. Frieden, Jon B. (1984), "Advertising Spokesperson Effects: An Examination of Endorser Type and Gender on Two Audiences," Journal of Advertising Research, 24 (Oct/Nov), pp. 33.
[15]. Friedman, Hershey H, Michael J Santeramo, and Anthony Traina (1978), "Correlates of trustworthiness for celebrities," Academy of Marketing Science Journal (pre- 1986), 6 (Fall),pp. 291.
[16]. Friedman, Hershey H, Salvatore Termini, and Robert Washington (1976), "The effectiveness of advertisements utilizing four types of endorsers," Journal of Advertising (pre-1986), 5 (Summer),pp. 22.
[17]. Friedman, Hershey H. and Linda Friedman (1979), “Endorser Effectiveness by Product Type,” Journal of Advertising Research, 19 (5), pp. 63-71.
[18]. Friedman, Hershy H. and et al. (1976), "The Effectiveness of Advertisement Utilizing Four Types of Endorsers," Journal of Advertising, 5 (summer), pp. 22.
[19]. Goldsmith, Ronald E, Barbara A Lafferty, and Stephen J Newell/ (2000), "The impact of corporate credibility and celebrity credibility on consumer reaction to advertisements and brands," Journal of Advertising, 29 (Fall), pp. 43.
[20]. Hovland, Carl I., Irving K. Janis., and Harold H. Kelley (1953), Communication and Persuation,. New Haven, CT: Yale University Press.
[21]. Hsu, Chung-Kue and Daniella McDonald (2002), “An Examination on Multiple Celebrity Endorsers in Advertising,” Journal of Product & Brand Management, 11 (1), pp.19-29.
[22]. Kahle, L. & Homer, P.1985, 'Physical attractiveness of the celebrity endorser: a social adaptation perspective', Journal of Consumer Research vol.11, no. 3, pp. 954- 961.
[23]. Kahle, Lynn R and Pamela M Homer (1985), "Physical Attractiveness of the Celebrity Endorser: A Social Adaptation Perspective," Journal of Consumer Research (pre-1986), 11 (Mar 1), pp. 954.
[24]. Kaikati, Jack G. (1987), "Celebrity Advertising: A Review and Synthesis," International Journal of Advertising, Vol. 6, pp.93.
[25]. Kamins, M.A. 1990, 'An investigation into the 'matchup hypothesis' in celebrity marketing: when beauty may be only skin deep', Journal of Advertising, vol.19, no.1, pp. 4-13.
[26]. Kamins, Michael A and Kamal Gupta (1994), "Congruence between Spokesperson and Product Type: A Matchup Proposition Perspective," Psychology & Marketing (1986-1998), 11 (Nov/Dec), pp. 569.
[27]. Kamins, Michael A., Meribeth J. Brand, Stuart A. Hoeke, and John C. Moe (1989), "Two-Sided Versus One- Sided Celebrity Endorsements: The Impact," Journal of Advertising, vol.18, pp. 4.
[28]. Mathur, Lynette Knowles, Ike Mathur, and Nanda Rangan (1997), "The wealth effects associated with a celebrity endorser: The Michael Jordan phenomenon," Journal of Advertising Research, 37 (May/Jun), 67.
[29]. McCracken, Grant (1986), "Culture and Consumption: A Theoretical Account of the Structure and Movement of the Cultural Meaning of Consumer Goods," Journal of Consumer Research (1986-1998), 13 (Jun), pp.71.
[30]. McCracken, Grant (1989), “Who Is the Celebrity Endorser? Cultural Foundations of the Endorsement Process,” Journal of Consumer Research, 16 (3), pp.310- 321.
[31]. Meenaghan, T. (1995). The role of advertising in brand image development. Journal of Product and Brand Management, 4(4), pp. 23-45.
[32]. Misra, S. and Beatty, S.E. (1990), "Celebrity Spokesperson and Brand Congruence: An Assessment of Recall and Affect", Journal of Business Research, 21, (Sept.), pp. 159-173.
[33]. Mooij, Marieke De (2003), "Convergence and divergence in consumer behaviour: Implications for global advertising," International Journal of Advertising, Vol. 22, pp.183.
[34]. Nataraajan, R. and Chawla, S.K. (1997), ""Fitness" Marketing: Celebrity or Non-Celebrity Endorsement?" Journal of Professional Services Marketing, 15, No.2, pp. 119-129.
[35]. Ohanian, R. (1991), "The Impact of Celebrity Spokesperson's Perceived Image on Consumers' Intention to Purchase", Journal of Advertising Research, 31, No.1, pp. 46-52.
[36]. Pallant, Julie (2003), SPSS Survival Manual. Maidenhead-Philadelphia: Open University Press, McGraw Hill Education.
[37]. Sherman, Stratford P. (1985), "When You Wish upon a Star," in Fortune Vol. 112.
[38]. Sriram, Ven. and Pradeep Gopalakrishna (1991), "Can Advertising Be Standardized Among Similar Countries? A Cluster-Based Analysis," International Journal of Advertising, 10, 137.
[39]. Till, Brian D and Michael Busler (2000), "The matchup proposition: Physical attractiveness, expertise, and the role of fit on brand attitude, purchase intent and brand beliefs," Journal ofAdvertising, 29 (Fall), pp1.
[40]. Till, Brian D and Terence A Shimp (1998), "Endorsers in advertising: The case of negative celebrity information," Journal of Advertising, 27 (Spring), pp67.
[41]. Till, Brian D. and Michael Busler (1998), “Matching Products with Endorsers: Attractiveness versus Expertise,” Journal of Consumer Marketing, 15 (6), pp. 576-586.13
[42]. Tom, Gail, Rebecca Clark, Laura Elmer, Edward Grech, Joseph Masetti, Jr., and Harmona Sandhar (1992), “The Use of Created versus Celebrity Spokespersons in Advertisements,” Journal of Consumer Marketing, Vol 9 (4), pp. 45-51.
[43]. Tripp, Carolyn, Thomas D. Jensen, and Les Carlson (1994), “The Effects of Multiple Product Endorsements by Celebrities on Consumers' Attitudes and Intentions,” Journal of Consumer Research, 20 (4), pp. 535-547
[44]. Walker, Mary, Lynn Langmeyer, and Daniel Langmeyer (1992), “Celebrity Endorsers: Do You Get What You Pay for?,” Journal of Consumer Marketing, 9 (2), pp. 69-76.
If you have access to this article please login to view the article or kindly login to purchase the article

Purchase Instant Access

Single Article

North Americas,UK,
Middle East,Europe
India Rest of world
USD EUR INR USD-ROW
Pdf 35 35 200 20
Online 35 35 200 15
Pdf & Online 35 35 400 25

Options for accessing this content:
  • If you would like institutional access to this content, please recommend the title to your librarian.
    Library Recommendation Form
  • If you already have i-manager's user account: Login above and proceed to purchase the article.
  • New Users: Please register, then proceed to purchase the article.