The Transferance of Brand Attitude: The Effect on The Celebrity Endorser

Summary on " The transferance of brand attitude: the effect on the celebrity endorser "

Celebrity's image has an influence on the attitude toward the endorsed brand .Celebrity endorsement not always give the positive outcome to product and to celebrity.

Celebrity endorsing started in 1893, an actress Lillie Langtry was promoting Pears' Soap. Celebrity endorsers are found to be more competent, trusted, and more attractive then endorsers without celebrity. Because of these qualities, the use of celebrities in company advertisements can give a competetive advantage. Most often celebrity endorsers are from sports, politics, business, art, movies, military and music culture.

The credibility of celebrity endorsers consist of three core values: attractiveness , trustworthiness , and expertise. The message effectiveness is stronger when the credibility of the endorser is higher .Popular celebrities need to be especially conscious in selecting the brand that they will endorse as there can be a decrease in perceived values. Celebrities are considered human brands that must be professionally managed.

Occasionally celebrity can overshadow the product. Pepsi and Coca-Cola companies faced this problem with pop singing endorsers as Beyonce Knowles and Britney, because consumers were focusing more on celebrities, but not on the drink.Similar happened in Chrysler Corporation where Celine Dion was the face of the advertisement. The commercial did not help to sell cars, but increased the sales of Dion's records. Celebrity endorsement not always increase the sales, but it can increase popularity of endorsers.As well, advertiser's sex affects opposite