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Marketing Management | Impact of Celebrity Endorsement on Overall Brand

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Impact of Celebrity Endorsement on Overall Brand

- by Ankur Khera & Rahul Chowdhury *

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Page - 8

III. Consumer

Consumer is the factor being wooed by the company/product using the endorser. Hence, both the product & the endorser need to meet the expectations of the consumer, thus making it critical to understand consumer reactions to a given stimulus and product category in differing circumstances.

According to one research, age is said to act as an important determinant in how an endorser impacts the consumer. Younger population is easily and greatly impressed by a celebrity endorsement, in comparison to the older generation because: -

  • The user already does not have strong orientations towards the product and is still evaluating the product as against a mature in age consumer.

  • The adolescent user is in an impressionable age, and considers the endorsement to be one of the meaningful factor for evaluation result.

    B. Interactions

    I. Consumer - Endorser (C-E Interaction)

    Celebrity endorsement is not without inherent risks and can influence the consumer both positively and negatively. Some factors which might negatively impact the product due to celebrity association are (Cooper 1984, Kaikati 1987) -

  • Sudden change of the celebrity image

  • Drop in popularity of the celebrity

  • Loss of credibility due to over-endorsing

  • Disappearance of celebrity out of media flashlight

    Next

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

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