Effects Of Celebrity Endorsement On Brand Image

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The effect of celebrity endorsement on brand image
1. Introduction
Brand image was distinguished at first as a vital piece of the more extensive procedure of creating brand value (Gardner and Levy 1955). It has then been characterized just as "how clients and others see the brand" (Aaker 1996) and grew as "recognition about the brand as reflected by the associations about the brand in customers' memory" (Keller 1998). The last definition is favoured here on the grounds that it is more helpful in the research. It recognizes brand image as a multidimensional form made up of an extensive arrangement of brand associations.
Khatri concluded that celebrity endorsement is a strategy of promotion done to increase customers’ attention. Analysis of …show more content…

Advantages of utilizing big names can turn around particularly on the off-chance that they, for instance, all of a sudden change an image, lose popularity, get into a circumstance of moral turpitude, lose the trust of fans, or on the other hand eclipse advertising product (Cooper 1984; Kaikati 1987). It has been discovered that negative data about an endorser not just impacts customers' impression of the superstar, yet in addition the embraced product (Klebba and Unger 1982; Till and Shimp …show more content…

Gardner, B. Levy, S. 1955, "The product and the brand". Harvard Business Review, VoL 33, March-April, pp.33-39
2. Aaker, D. 1996, “Building Strong Brands”, The Free Press
3. Keller, K. 1998, “Strategic Brand Management: Building, Measuring and Managing Brand Equity”, Prentice Hall
4. Khatri, P. 2006, “Celebrity Endorsement: A Strategic Promotion Perspective”. Indian Media Studies Journal, 1 (1), 25-37
5. Erdogan, Z. 1999, “Celebrity Endorsement”. Journal of Marketing Management, 15, 291-314
6. Business Insider 2013, Jay-Z's $5 Million Samsung Deal Will Change Music Forever. [online] Available at: http://www.businessinsider.com/jay-zs-5-million-samsung-deal-2013-7 [Accessed 3 March 2018]
7. Shennan, Strathford P. 1985, "When You Wish Upon a Star". Fortune, pp.66-71.
8. Mooij, Marieke 1994, Advertising Worldwide: Concepts. Theories and Practice of Intemational Multinational and Global Advertising. 2nd Edition
9. Hofsede, Geert 1984, Culture’s consequences: International differences in work related

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