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Provided by the Springer Nature SharedIt content-sharing initiative. Skip to main content. Search all SpringerOpen articles Search. Download PDF. Abstract Marketers use celebrity endorsements to make advertisements believable and to enhance consumer recognition of the brand name.
Introduction Each day consumers turn on the television and browse the internet and are bombarded with advertisements from both known and unknown brands. If public opinion is that a celebrity will promote anything to make a quick profit, the trust factor that previously worked in their favour is lost. Get the confidence and strategic planning skills needed to work in the rapidly evolving global marketing, branding and digital communications industry with our MA in Marketing and Digital Communications:.
Pros and cons of celebrity endorsement Tue 1 Dec Benefits Increases brand recognition — With social media fan pages generating hundreds of thousands of hits every day, a single tweet from a celebrity endorsing a specific product can be extremely lucrative for a company. Disadvantages Celebrities are only human — Since the attributes of a celebrity are absorbed into a brand, celebrity scandals can have a disastrous impact on the companies they endorse.
Subscribe to Blog. Recent posts. For celebrities, this phenomenon is further evidenced by the fact that they are role models for society in general McCracken, McCracken, G. Prominent celebrities in their professional areas do not only lend their names to endorse products and services; their own production can be understood as endorsed by their names. Also, they may create new products and extend their product lines Kowalczyk and Royne, Kowalczyk, C. The development and exponential growth of new media, combined with the diversification and growth of new media programming formats, has allowed the emergence of new celebrities Keel and Nataraajan, Keel, A.
Series on free and subscription TV channels; comedy and music programs on YouTube; and reality shows based on simulations of real-life events such as musical and sporting competitions, have captivated audiences, making room for actors, musicians, athletes and participants in these reality shows to be considered aspiring celebrities, thus achieving certain social recognition.
In line with Alba and Hutchinson Alba, J. Recognized brands are considered superior and better evaluated than unrecognized brands or more poorly evaluated brands, with or without the use of celebrity endorsement Silva et al. According to the authors, a well-evaluated, recognizable brand does not need celebrity endorsement because the effect of such endorsement would not add significant value to brands perceived as strong by consumers. A weak candidate worst evaluated brand endorsed by a celebrity with a positive image will be better evaluated than a weak candidate endorsed by celebrity with a negative image.
The evaluation of a strong candidate best evaluated brand does not depend on the image of the celebrity endorser. The purpose of Study 2 is to analyze whether the effect of the brand on celebrity endorsement also occurs in the evaluation of an aspiring new celebrity, and whether the influence of the celebrity image has an effect.
The stimuli were defined by the researchers, and Sam Alves was chosen as the contender Strong Brand , for being one of the most popular candidates and most downloaded on the official website of the program. Gabby Moura was chosen as the poor candidate Weak Brand because she is less popular and has a significantly lower number of downloads on the official website of the program. Claudia Leitte, who was the technical advisor of both candidates, was used as the celebrity endorser. The instrument was similar to that used in Study 1.
The final sample of Study 2 was individuals. As in Study 1, spectators first answered questions about their involvement with the program, and people who did not watch or did not know the participants were excluded from the study. Participants then assessed the candidate using a series of questions.
To check celebrity influence on candidates, the participants of this study also evaluated the celebrity. Study 2 was conducted with viewers with an average age of Regarding the assessment of the celebrity, respondents were divided by the median to form the two groups well evaluated celebrity vs poorly evaluated celebrity.
We found 80 respondents with a positive assessment well evaluated celebrity and 72 with negative assessment poorly evaluated celebrity. Concerning the strong candidate strong brand , there was no difference whether spectators perceived his advisor as a good or bad endorser.
The findings of this study are similar to those found by Silva et al. On the other hand, the weakest candidate worst evaluated brand was better evaluated when the endorsing celebrity coach was rated as having a positive image by the participant, rather than a negative image, confirming H2 of this study.
In addition, when considering the scenario where the endorsing celebrity has a positive image, the evaluation of the weak endorsed candidate rises to the same level as the strong participant. Based on this result, professionals interested in the new celebrity should propose strategies of dissemination associated with the celebrity endorser, and preferably with the current fans of this celebrity, which would enhance the effect of the endorsement.
Celebrity choice should be guided by the congruence that he or she has with the product endorsed. The concept of congruence is known as finding the best match between the product and any associated variable. Congruence depends on two dimensions: relevance and expectation. Relevance reflects the extent to which the stimulus information contributes to a clear identification of the theme or main message being communicated Heckler and Childers, Heckler, S.
Expectation refers to the expected degree to which an item or piece of information fits in a predetermined pattern or structure evoked by the subject. Several authors have demonstrated the relevance of the positive relationship between the celebrity endorser and the advertised product Batra and Homer, Batra, R. A weak candidate worst rated endorsed by a congruent celebrity will be better assessed than a weak candidate endorsed by an incongruent celebrity.
The evaluation of a strong candidate best rated does not depend on congruence with the celebrity endorser. The purpose of Study 3 was to analyze whether different celebrity congruence levels also affect the evaluation of an aspiring new celebrity. The scenarios of congruence level were manipulated by having spectators read a text showing the congruence or incongruence between the candidate and the celebrity that was coaching him or her during the show.
For example, in one of the scenarios, the text emphasized how candidate and coach shared the same musical style. The instrument was similar to that used in previous studies. The final sample of this study was spectators. As in previous studies, participants had to answer questions about their involvement with the program, and people who did not watch or did not know the participants were excluded from the study. The stimulus was presented, and participants assessed the candidates on the same scales as previous studies.
Study 3 was conducted with viewers of the show, with an average age of There was no difference in the evaluation of the weak participant worst evaluated concerning the congruence level with the endorser celebrity. However, and as expected, the congruence level with the celebrity endorser had no effect on the strongest participant best rated. The results of the study show that the weaker candidate was better evaluated when there was congruence between her and the celebrity endorser.
However, to understand this phenomenon, it was necessary to isolate the effect of attitude toward celebrity, indicating that — despite the fact that congruence affects the assessment in the case of an aspiring new celebrity — celebrity endorser image plays a key role in the celebrity endorsement effect.
Regarding the strongest candidate, the evaluation was the same regardless of congruence with celebrity endorser. This result demonstrates how the endorsement effect can be complex. When choosing a celebrity endorser, it is advisable for consumers to perceive a fit between new celebrity and celebrity. This can be achieved through musical style, regionality, physical appearance, etc.
However, the current image of the celebrity endorser should be taken into account when choosing the endorser, as a bad reputation Louie et al. Congruence and charisma effects on celebrity endorsement are essential in terms of advertising effectiveness Fleck et al.
However, a celebrity involved in negative events may affect the image of the endorsed product Louie et al. Another common fact within the historical context in risk strategy is the loss of relevance that celebrities can suffer with the media after the endorsement contract has been signed Luo et al.
The image of celebrities can change abruptly, diluting the relationship that existed when the brand association began Erdogan et al. When the celebrity endorses only one product, the endorsement is evaluated more positively and respondents indicate a greater interest in buying the product Mowen and Brown, Mowen, J.
Consumers also show a more favorable attitude toward the advertisement, as compared to celebrities who endorse many products. Studies on celebrity overexposure in the media also show that, even if there is congruence between brand and celebrity, the more products that are endorsed by a single celebrity, the less effective the endorsement is to the brand Kaikati, Kaikati, J.
Other studies Subhadip, Subhadip, R. In the context of a reality show, if the coach — an established celebrity endorser — is perceived as someone who considers all candidates as favorites, indiscriminately, this endorsement to the aspiring celebrity may lose its strength. This phenomenon was already observed in the context of products and brands Rice et al. If the celebrity endorser is careful in his or her statements of favoritism, the power of endorsement remains.
On the other hand, previous studies already showed that stronger candidates may have already established their image, thereby moderating the overexposure effect of his or her coach.
A weak candidate worst rated endorsed by an overexposed celebrity will be evaluated worse than a weak candidate endorsed by celebrity without overexposure. The evaluation of a strong candidate best rated does not depend on the level of overexposure of the celebrity endorser. The purpose of Study 4 is to analyze whether celebrity endorser overexposure affects the evaluation of an aspiring new celebrity. As in Studies 2 and 3, Sam Alves was used as the strong contender and Gabby Moura as the weak candidate.
Overexposure was manipulated by designing a scenario in which the celebrity chose many candidates for her team endorsing a large number of candidates for an overexposed condition, and a scenario where the celebrity chose a few candidates for her team endorsing few candidates for a not overexposed condition. The final sample of this study was people. As in previous studies, first, the participants answered questions about their involvement with the program, and people who did not watch or did not know the participants were excluded from the study.
The stimulus was presented and spectators assessed the candidate through a series of questions, using the same scales as previous studies. Study 4 was conducted with viewers of the show, with an average age of Also, and as expected, the strong participant best rated was not affected by the overexposure of his coach in the program. The results of the study show that the weakest candidate was better evaluated when the celebrity endorser was not perceived as overexposed.
In a context of overexposure, the endorsement of an established celebrity loses power, showing a significant difference from the lowest exposure context.
As for the strongest candidate, the assessment was the same regardless of the level of exposure of the endorser celebrity used. The results support the hypotheses and attest that level of overexposure has an effect on the endorsement, as well as on the context of products and brands, as confirmed in previous studies.
However, it is important to notice that when the aspiring new celebrity is successful in rapidly developing a strong image for the audience, this has the same effect as a strong brand, thereby moderating the negative effect of an endorsement by an overexposed celebrity.
In addition, aligned with a proposal for future studies from Knoll and Matthes Knoll, J. To operationalize the study, the authors chose the phenomenon of reality shows which, along with other new media, such as Facebook, Instagram and Twitter, have attracted huge audiences, allowing and contributing to the emergence of new celebrities Keel and Nataraajan, Keel, A. Study 1 showed that when endorsed by an established celebrity, an aspiring new celebrity was better rated than when he or she lacked endorsement.
Previous studies had already investigated the endorsement effect on products Kim and Na, Kim, Y. Study 2 demonstrated two effects. Another result of this study relates to brand influence on the evaluation, based on the understanding of the aspiring celebrity as brand Kowalczyk and Royne, Kowalczyk, C.
For a strong candidate strong brand , celebrity charisma did not change the overall assessment.
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