Abstract
The ever increasing brand multiplicity and competition on the market of goods and services have dictated the pace of growth in the usage of celebrity endorsement across the globe. The use of celebrity endorsement has become a prime brand communication strategy in organizational management that aids the sale and promotion of brands across the globe. It is a popular approach in marketing communication for all brand management. This paper examines celebrity endorsement as a brand communication tool that serves as an aid to expedite brand image and purchase. However, it can also become horrific unless accompanied by a powerful idea, effective and impeccable positioning.
Highlights
The intense usage of celebrity endorsement as a tool of advertising strategy has increased drastically in the past few years; celebrities have been used to promote various kinds of products and services, from sports to beverages to all kinds of electronics and several other products
The drastic rise of celebrity endorsers is not limited to a specific sector of the economy, companies using celebrity endorsement cut across all industry categories – including packaged goods, telecommunication, financial services and automobile industries (Thompson, 1998, Okorie, 2010; Okorie & Aderogba, 2011)
This paper examined the association between endorsements and brand there by identifying the functional and dysfunctional effects related to this strategy
Summary
The intense usage of celebrity endorsement as a tool of advertising strategy has increased drastically in the past few years; celebrities have been used to promote various kinds of products and services, from sports to beverages to all kinds of electronics and several other products. In the United States, 25% of all advertisements in newspapers and magazines employ the use of endorsers (White, 2000). In essence, these measures suggest that many US firms have bought into the hypothesis that celebrity endorsers positively impact consumers’ attitude to an associated brand (Ohanian, 1991; Okorie & Aderogba, 2011). The model of meaning transfer, the match up hypothesis and source credibility would serve as theoretical constructs to discuss the relationship between celebrities and the brands they endorse. Source credibility, transfer of meaning model and the match up hypothesis were used to discuss the nature and use of celebrity endorsement
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