Impact of Celebrity Endorsements on Brand Image

contact of Celebrity Endorsements on Brand physique Introduction Celebrities ar people who enthral everyday mention by a large share of a true conference of people. Whereas attributes like attr briskness, extraordinary biography- genius or special skills are exclusively examples and specific common characteristics that are ob advert and celebrities gener entirelyy differ from the social norm and enjoy a steep arcdegree of public awareness. The term Celebrity refers to an individual(a) who is known to the public actors e. g. (Nana Ama Mac browned sports figure e. . Michael Essien, entertainer e. g. Sarkodie e. g. ) for his or her actionments in areas reinvigorated(prenominal) than that of the product class back upd (Friedman and Friedman,1979). or having wider regularise in public life and social do main(prenominal). Attributes like charisma, extraordinary life style or special skills, larger than life depict and demigod spot tramp be associated with them. It is safe to infer that inwardly a corresponding social group celebrities generally differ from the social norm and enjoy high degree of public awareness.While Endorsement, is a stockpile of defacement communication in which a famous person acts as the bulls eyes representative and certifies the reproachs claim and strength by extending his/her personality, popularity, stature in the corporation or expertise in the expanse to the brand. In a market with a very high proliferation of local, regional and transnational brands, repute countenance was thought to cater a distinct differentiation (Martin Roll, 2006).McCracken (1989) delineate a renown endorser as, whatsoever individual who enjoys public recognition and who uses this recognition on behalf of a consumer good by appearing with it in an advertisement (marketing communications), is effective, because when celebrities are depicted in, marketing communications they shoot down their own culturally related meanings, no matter of the required promotional role.McCrackens (1989) popular opinion also suggests that a symbolic tint should exist betwixt the famous person image and the brand image in bless for the celebrity authorization to be effective. Consumers with untroubled self-enhancement goals tend to form self-brand societys to brands used by aspiration groups, that is, groups for which the consumer wishes to become a phallus (Escalas and Bettman 2003). On the other hand, self-enhancers will be more likely to reject brand neckties created by a celebrity moment where the celebrity associations are rejected (i. . , a non-aspirational celebrity), compared to consumers who do not have active selfenhancement goals. Ohanian (1991) supports this definition but further stresses that for mug to be truly effective, celebrities chosen as endorsers should be Knowledgeable, experienced and qualified in order to be perceived as an expert in the category. Two stupefys were to begin with ident ified to explain the process of celebrity endorsement.As an endorser, one has to fulfill all the FRED objectives (Rajesh Lalwani, 2006), namely, Familiarity (target market is aware of him, grows him friendly, likeable and trustworthy) relevance (which says that there should be a associate between the endorser and the product as well between the endorser and the audience) remember (credibility to the mass) Differentiation (in all his projections, he is seen to be one among the masses, and yet he towers above them. He is different).The use of celebrity endorsement advertising has become an ever-present swash in modern advertising. These days, its nearly unworkable to surf the Internet, open a newsprint or magazine, or watch tv without seeing a celebrity sell something, whether its cars, phones, medications, cosmetics, jewellery, clothing or change surface joint funds and sports apparel. However, the use of celebrity in advertising is not a new phenomenon in Ghana in propo rtion to advertisement it has been around for several years. authoritative persons in the past recognized celebrity endorsement and understood the importance of linking celebrities to brands, even before this was recognized as an weighty marketing communications tool e. g. To heighten his fashion clothing house La Maison Worth, he sought a high society lady and an influencer of the court fashions, Princess Von Metternich, wife of the then Austrias ambassador to France and shutting friend of Napoleons wife Empress Eugenie.This celebritys patronage and connection with La Maison Worth, contributed immensely to the success and status of this couture house, as the most influential in the world at its time. Since then, there has been an involved relationship to peoples identity in much(prenominal) a way in that celebrities are often viewed as a useful endorsement in transferring and communicating the meanings and symbols of a brand image to the general public. instantly Companies invest large sums of money to get hold their brands and themselves with endorsers.Such endorsers are seen as participating with both attractive and likeable qualities (Atkin and Block, 1983), and troupes plan that these qualities are transferred to products via marcom activities (Langmeyer &038 Walker, 1991a, McCracken, 1989). Furthermore, because of their fame, celebrities serve not only to create and admit attention but also to achieve high recall rates for marcom messages in todays passing cluttered environments (Croft et al, 1996, Friedman and Friedman, 1979). Some brands stinkpot reject celebrity endorsement now and emerge in a expose off position than their rivals.The celebritys role is the most explicit and ambiguous in incarnating user associations among the above mentioned points. To derive this, it atomic number 50 be analyze by the multiplier effect formula for a successful brand S=P * D * AV Where S is a Successful Brand P is an effective Product D is Distinct ive identity operator AV is Added Values Celebrity endorsements cannot supersede the comprehensive brand building processes. As Branding evolves as a crystalize companies must be extra alert to utilize every possible channel of communication rather than just a celebrity endorsement.This therefore could be tell that when all other steps in the branding process is followed and implemented, then channel much(prenominal) as celebrity endorsements can provide the cutting edge as it did for Nike and Accenture endorsement romance with Tiger woodwind instrument until the resent scandal when Accenture redrew its endorsement. What Nike and Accenture did was to use celebrity endorsement as one of the main channels of communicating their brands to a highly focused set of customers. So, Accenture and Nikes association with Tiger Woods was one of the separate of an ntire branding process that they have been practicing consistently. on that point are several thousands of examples of cele brity endorsements, absolute majority of these were mostly very expensive e. g. Italian luxury brand Versace has used medicine icon Madonna and Hollywood stars Demi Moore and Halle cull in its print adverts between 2005 and 2006. as well as West Africas communication heavyweight Glo telecommunication uses most musical sensations such as Samini, Sarkodie, and Asem and other movie stars such as Nadia Buari etc. as the celebrities to endorse their services.Businesses organizations have long sought to perturb and attract the attention of potential customers that blistering in a world of ever-increasing mercenary bombardment. Everyday consumers are exposed to thousands of voices and images in magazines, newspapers, and on billboards, websites, radio and television. It has been estimated that about 20% of U. S. ads feature celebrities (Solomon 2009), and the percent of advertisement using celebrities in other countries, such as Japan, is thought to be even higher. specific Object ives of the researchObjective of this study is to infract and re-establish the positive impact of celebrity endorsement on brand image and find out the most prominent factors this behave in the key role in the success of an endorsement. To explore the link between brands and the consumer psyche and to identify how a model which can help any(prenominal) brand to identify the critical key areas to lose weight on while going for any celebrity endorsement. Furthermore, the objective of the research is to scan the impact of these celebrity endorsed advertisements, on the paygrade of product after purchase