Academic journal article Academy of Marketing Studies Journal

Impact of Celebrity Endorsements and the Prevalence of Vampire Effect-A Review

Academic journal article Academy of Marketing Studies Journal

Impact of Celebrity Endorsements and the Prevalence of Vampire Effect-A Review

Article excerpt

INTRODUCTION

Today the marketing team of every organisation has been facing immense difficulties to connect with their potential market. This battle of gaining the maximum attention of the customers is becoming bigger due to the excessive flow of information into the society and people becoming more aware and selective about their needs. In order to survive in this challenging race and to stand apart from others, many marketers tend to get trapped in vampire effect of their advertisements. It happens by using tools for gaining attention of customers but it turns out to drain their attention away from the product. (Kuvita & Karlíček, 2014)

Famous celebrities have been used as attention getting devices to endorse many different types of products and merchandise like food, textile, sports, electronics and many more. About 25% of the advertisements in US which are featured in the newspapers or magazines hire endorsers. Also, it is said to know that most of the firms in US assume that having celebrity do the endorsements gain a positive response from the customers if done for an associated brand (Okorie, Oyedepo & Akhidenor, 2012). Firms spend a substantial amount of capital in comparing brands and organisations with advertising features like its desirability, charisma and fidelity. They believe that such properties give out suitable outcomes. But sometimes this turns out to be irrelevant and inappropriate (Zafer, 1999).

In today's era identity for a brand is very important and in this process companies use many more devices to make the advertisement reach the consumer. In this process Celebrities play a major role in creating the identity. However selection of Celebrities is again an important task for the advertiser. When the child products are advertised, one has to look on the cartoon characters influencing the child decisions. Basically every parent need to understand which endorsements are more liked by the children and they also needs to see how the endorsement affect the child personality. Pestering power is another concept which makes the child to decide on specific brands. In some issues advertisers also uses various roles of a family in deciding the endorsements. For example one of the best advertisement few years back was something where the company has taken a kid as a main character in the advertisement, wherein the Child actually gets a role as kid trying to imitate the character of a magician. Infact the advertisement actually depicts the car as a product and the real buyer is the parent and at the same time being a costly product cannot be actually motivating the child. However the father of the son will feel so happy when he looks his kid imitating a magician. Therefore he starts the car with automatic lock and kid feels his magic works. Here in this advertisement, more than a celebrity it is the happiness of the family more important. However kid is again linked with a fiction Magician character. Any super-market in India displays more than 12000 brands and every Indian family on an average is exposed to around 1000 ads per day. Likewise, there are more than 530 television channels in India broadcasting over 3.5 million television commercials each year in India. (Solanki & Sheth, 2016). Consumer involvement is also very important in creating an advertisement. If the product is low involvement the ads can showcase more of a non-celebrity endorsement, however if the product is a high involvement than some celebrities needs to be endorsed. But in some product with high involvement needs to make the advertisement by highlighting the product features more than the celebrities.

Advertisements actually create a mind-set of imitating the celebrity used. However one major factor selecting the celebrity one has to look on the personality of the consumer and then think about the celebrity for endorsement. When a celebrity is endorsing the product, the consumer personality depiction makes the consumer imitate the celebrity. …

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