Celebrity Endorsement Case Study

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Introduction: Celebrity endorsement is a highly effective strategy to gain consumer interests and brand loyalty in a cluttered marketplace. Consumers generally view celebrities as credible spokespeople or opinion experts in the brand they endorse, thereby instilling the consumer with confidence in the advertising message as well as exerting a positive impact on the behaviour of the consumers(Hung, 2014). Most consumers do not aspire to be a celebrity, however they can sometime link their purchase to the celebrity in order to create an emotional bond to the celebrity used in the advertising in the product, for example a child may choose to drink Pepsi in order to “play football like” Lionel Messi who is one of many faces of Pepsi’s global advertising…show more content…
Celebrities embody their achievements whether it is in a personal or a professional capacity and sometimes this can create problems for the brand as it could conflict with what the brand is trying to portray. A very famous case is to do with Michael Jackson’s 1993 Pepsi sponsored summer tour of Thailand and Asia. During the tour Michael Jackson had to cancel due to dehydration. Coca-Cola, Pepsi’s main rival decided to “make fun” of Pepsi by producing a newspaper advert which read “Dehydrated? There’s always…show more content…
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