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Research to date examining the nature of celebrity endorsement has been limited and at times contradictory. The results of this study of consumers' views and perceptions about the topic indicated that the consumer has an overall positive attitude towards celebrity endorsements. Such endorsements were perceived to be attention-gaining, likeable and impactful, though not in general regarded as overly convincing or believable. The perceived credibility and expertise of the endorser were found to be the two 'source' characteristics with the greatest influence on product purchase intentions.
The study confirmed that consumers expect congruence between the perceived images of the celebrity endorser and the types of products which they endorse. Celebrities must possess expertise in product categories consistent with their public profiles and their perceived life styles. The success of an endorsement depends significantly on this congruence. Further, although consumers might be favourably disposed towards the celebrity endorser, this does not automatically translate into purchase intentions. It is incumbent on marketing managers to use proper consumer research to assist the choice of a celebrity, thus mitigating the risks involved in celebrity endorsement campaigns.
Introduction
Celebrity endorsements are an omnipresent feature of present day marketing. The modern corporation invests significant amounts of money to align itself and its products with big-name celebrities in the belief that they will (a) draw attention to the endorsed products/services and (b) transfer image values to these products/services by virtue of their celebrity profile and engaging attributes. Despite its popularity as an advertising technique, advertisers and market researchers disagree as to which celebrity source characteristics are most effective in influencing consumers to purchase endorsed products/services. To examine the celebrity endorsement phenomenon a study was carried out which sought to research the impact of celebrity endorsements on consumers. More specifically, the research was developed
*to determine consumers' attitudes towards celebrity endorsements
*to establish the impact of the perceived images of the celebrity endorser on product purchase intentions
*to substantiate the premise that consumers expect a congruence between celebrity endorsers' perceived images and the type of products which they endorse.
The Celebrity as a Modern Communication Phenomenon
Throughout history key persons have been elevated to celebrity status. However, it is only in the twentieth century that the celebrity phenomenon has really permeated our...