Credibility of image / Trustworthiness (Honesty, Integrity, Believability)

Competence / Expertise (in relation to the product)

Dynamism

Likeability

Attractiveness

Although the extent to which these qualities impact depends on the type of the product and the celebrity, nonetheless, a minimum threshold of fit between all of these qualities is essential. Example - a minimum level of credibility; Endorser attractiveness is equally important under both high and low involvement products. Also, in low involvement products (personal care products), the endorser only provides peripheral cues (physical appearance) as a persuasive visual testimony for the product effectiveness

Impact of Celebrity on the Brand

Plethora of research has tried to explore the effects that a celebrity exhibits. Celebrity endorsements: -

Creates and helps in retaining attention of the targeted audience - Attention grabbing is the first step in making an impression in the present world of remote controls and multiple channels where the audience has a lot of control. Celebrities provide easy entry into the audience's mind by rising above the clutter of images flooding the user's sensory realm and capturing their attention.

Achieves high brand recall in an environment with multitude of products - Long term association develops between the brands and the celebrities and the pair gets registered in the memory as a strong stimulus. This produces high recall for the product associated with a celebrity. Also, sometimes for mass products (e.g., biscuits, soaps) the brand becomes synonymous with the celebrity itself.

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* Contributed by: -
Ankur Khera & Rahul Chowdhury,
PGPM - Batch 2004,
Management Development Institute (MDI), Gurgaon.