Celebrity Endorsement Case Study

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Recommended: the role of celebrity endorsers in advertising

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…

Journal of Advertising, August/September(29), 16-22.
Erdogan, Z (1999 ) Celebrity Endorsement: A Literature Review. Journal Of Marketing Management(15), 291-314.
Friedman, H and Friedman, L (1978) Does the Celebrity Endorser's Image Spill over the Product. Journal of the Academy of Marketing Science(6), 291-9.
H&M (2015) David Beckham's Range [Online]. [Accessed 09/03/2015]
Hung, K (2014) Why Celebrity Sells: A Dual Entertainment Path Model of Brand Endorsement. Journal of Advertising, 43(2), 155-66.
Jones, J. (1999). The Advertising Business: Operations, Creativity, Media Planning, Integrated Communications. London: International Educational and Professional Publisher.
McGuire, W (1985) Attitudes and Attitude Change Vol. 2, Gardner Lindzey and Elliot Aronson., NY.
Ohanian, R (1990) Construction and Validation of a Scale to Measure Celebrity Endorser;S Percieved Expertise, Trustworthiness and Attractiveness. Journal of Advertising, 19(3), 39-52.
Ohanian, R (1991) The Impact of Celebrity Spokesperson's Percieved Image on Consumers' Intention to Purchase. Journal of Advertising Research, 31(1),

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