Celebrity Endorsement

What makes celebrity endorsement an effective advertising strategy?

According to Silvera and Austad (2004) and Chan et al (2013) the advertising strategy of using celebrity endorsement has a positive impact on selling a product. It has been pointed out that celebrity endorsement is successful because of the celebrities’ positive image (Silvera and Austad, 2004). Moreover, Chan et al (2013) explains that the image of brand and celebrity affect each other due to the popularity of the famous person and this view is especially among teenagers. A study of adolescents in Hong Kong found that they were not interested in the cost of the product but focused on how popular, well-known and attractive they are (Chan et al, 2013). Furthermore, according to Silvera and Austad (2004), consumers believe that celebrities genuinely like the products they advertise rather than the payment they receive. Both authors agree that successful product advertising is when a celebrity and a product are seen to match well together (Silver and Austad, 2004; Chan et al, 2013). To sum up, using celebrities to advertise products is an effective marketing strategy due to the interest in their popularity.

References

Chan, Kara, Yu-Leung Ng, and Edwin K. Luk. 2013. “Impact of celebrity endorsement in advertising on brand image among Chinese adolescents.” Young Consumers 14.2: 167-179.

Silvera, D.H., and Austad, B., 2004. “Factors predicting the effectiveness of celebrity endorsement advertisements”, European Journal of Marketing, Vol. 38 Issue: 11/12, pp.1509-1526, doi:10.1108/03090560410560218