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In the Journal of Consumer
Research, Grant McCracken
defined a celebrity endorser as "Any individual who enjoys
public recognition and who uses this recognition on behalf of a
consumer good by appearing with it in an advertisement." A
celebrity endorser is an individual who is known to the public for his or
her achievement in the areas other than that of the product class
endorsed. Celebrities are people who enjoy public recognition by a large
number of people and enjoy a high degree of public awareness.
Celebrities can be actors, models, sports personalities
or entertainers. Besides these, there are fictional celebrities
popularly known as the company's mascots. A mascot can be an illustration
of either a real or an imaginary figure. It represents the brand and adds
life to it. It is something between the brand's logo and a celebrity
brand endorser. Some of the famous mascots of all-time are
Asian Paints' Gattu, Amul Girl, Air India's, Maharajah, Onida's,
Devil, etc.
Endorsement is a channel of brand communication wherein
the endorser who has already developed goodwill in the market endorses
a product and acts as a link between the product and the consumer.
It has been seen that popular celebrities are more likely to put
a strong image of the product in the market.
sports products, and celebrity endorsements are both
interlinked to each other since many celebrities today are more recognized by
the brands they are associated with like Abhishek Bachchan with
Idea, Aishwarya Rai with L'Oreal, etc. The main aspects of
celebrity endorsements are: |
