International Referred Research Journal,May,2011,ISSN-0975-3486,RNI: RAJBIL 2009/30097,VOL-II*ISSUE 20

Research PaperBusiness Administration

CELEBRITY ENDORSEMENT - REVIEW OF LITERATURE

May, 2011

* N.Muthu Kumar.

* Asst. Prof/Mba Dept. Kalasalinagm University, Tamilnadu

A B S T R A C T
Research to date examining the nature of celebrity endorsement has been limited and at times contradictory .the results of this study of consumers view and perception about the topic indicated that the consumer has an over all positive attitude towards celebrity endorsement .such endorsement were perceived to be attention gaining , likeable and impactful . this study aims to analyze the celebrity endorser influence on attitude towards advertisement and brand. the study confirmed that consumer expect congruence between the perceived image of the celebrity endorser and the type of products which they endorse. celebrity must possess the expertise in product categories consistent with their public profile and their perceived life styles. the success of the life style depends on this congruence.

Keywords: Endorsement, Celebrities, Brand, Attitude, Advertisement spokespersons(Ohanian 1991). Introduction Celebrity endorsement are an omnipresent feature of The Match-up Hypothesis Several Research studies have examined the present day marketing. the modern corporation invites significant amounts of money to align itself and its congruency between celebrity endorsers and brands products with big name celebrities in the belief that to explain the effectiveness of using famous persons they will (a)drawn attention to the endorse product or to promote the brands (Till and Buster, 1998), (Till service. (b)transfer image values to these product or and Shimp,1998).According to Friedman and service by virtue of their celebrity profile and engaging Friedman (1979), a famous relative to a normal spokesperson is more effective for products high in attributes. (Ohanian 1991) psychological or social risk, involving such elements A Definition of Celebrity Celebrities are people who enjoy public as good taste, self-image, and opinion of others. recognition by a large share of a certain group of Empirical work on the congruency theory often has people whereas attributes like attractiveness, concentrated on the physical attractiveness of the extraordinary lifestyle are just examples and specific endorser (e.g. Kahle and Homer 1985). According to common characteristics cannot be observed though it Kahle and Homer (1985) attractive spokespersons are can be said that within a corresponding social group more effective in terms of attitude change when celebrities generally differ from the social norm and promoting brands that enhance ones attractiveness. enjoy a high degree of public awareness The Meaning Transfer Model McCracken (1989) explains the effectiveness (Schlecht,2003) of celebrity spokespersons by assessing the meanings Source Credibility and Attractiveness A central goal of advertising is the persuasion consumers associate with the endorser and eventually of customers, i.e., the active attempt to change or transfer to the brand McCracken suggests a meaning modify consumers attitude towards brands (Solomon transfer model, that is composed of three subsequent 2002). To create effective messages, celebrity stages. First, the meaning associated with the famous advertisers also have to consider the attractiveness of person moves from the endorser to the product or the spokesperson (McCracken 1989).Source brand. Thus, meanings attributed to the celebrity attractiveness refers to the endorsers physical become associated with the brand in the consumers appearance, personality, likeability, and similarity to mind. Finally, in the consumption process, the brands the receiver,thus to the perceived social value of the meaning is acquired by the customer. The third stage source (Solomon 2002). The use of attractive people of the model explicitly shows the importance of the is common practice in television and print advertising, consumers role in the process of endorsing brands with physically attractive communicators having with famous persons proved to be more successful in influencing customers Meaning transfer in the endorsement process attitudes and beliefs than unattractive (Adapted from McCracken 1989).
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International Referred Research Journal,May,2011,ISSN-0975-3486, RNI: RAJBIL 2009/30097, VOL-II *ISSUE 20

Multiple Brand and Celebrity Endorsement Studying TV and print advertisements, one will realize that either some celebrities are endorsing several brands or a specific brand is endorsed by different spokespersons. These concepts are called multiple brand endorsement and multiple celebrity endorsement respectively.Some spokespersons are shared by different advertising firms, i.e. they are promoting more than one brand (Tripp et al. 1994, p. 535). Golf champion Tiger Woods has endorsed American Express, Rolex, and Nike. Actress Catherine Zeta-Jones is used by T-Mobile and Elizabeth Arden. James Bond character Pierce Brosnan promotes Omega, BMW, and Noreic.

Conclusion This article addressed a popular method of marketing communication: the use of celebrity spokespersons in advertising to endorse brands. it is essential for advertisers to be awareof the complex processes underlying celebrity endorsement, by gaining an understanding of the described concepts of source credibility and attractiveness, match-up hypothesis,meaning transfer model, multiple product and celebrity endorsement. While these concepts can help to answer the question if and when celebrity advertising investments pay off, it has to be the goal of further research efforts to develop an extensive, consistent and user-friendly tool to avoid arbitrary decisions and enhance the strategic character of celebrity sponsorship decisions.

R E F E R E N C E
Friedman, Hershey H. and Linda Friedman (1979), Endorser Effectiveness by Product Type, Journal of Advertising Research, 19 (5), 6371. Kahle, Lynn R. and Pamela M. Homer (1985), Physical Attractiveness of the Celebrity Endorser: A Social Adaptation Perspective, Journal of Consumer Research, 11 (4), 954-961. McCracken, Grant (1989), Who Is the Celebrity Endorser? Cultural Foundations of the Endorsement Process, Journal of Consumer Research, 16 (3), 310-321. Ohanian, Roobina (1991), The Impact of Celebrity Spokespersons Perceived Image on Consumers Intention to Purchase, Journal of Advertising Research, 31 (1), 46-53. Solomon, Michael R. (2002), Consumer Behavior: Buying, Having, and Being, 5th ed., New Jersey: Prentice Hall. Till, Brian D. and Michael Busler (1998), Matching Products with Endorsers: Attractiveness versus Expertise, Journal of Consumer Marketing, 15 (6), 576-586. 13 Tripp, Carolyn, Thomas D. Jensen, and Les Carlson (1994), The Effects of Multiple Product Endorsements by Celebrities on ConsumersAttitudes and Intentions, Journal of Consumer Research, 20 (4), 535-547.

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