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Fathi et al., Int. J. Rev. Life. Sci., 5(10), 2015, 619-626

©JK Welfare & Pharmascope Foundation | International Journal of Review in Life Sciences 619

Celebrity Endorsement and Its Effect on Consumer

Behavior: A Literature Review

Fariba Fathi1*, Bahram Kheiri2

1Islamic Azad University, Tehran, Iran2Professor at Islamic Azad University, Tehran, Iran

ABSTRACT

Today celebrity endorsement is the important factor, which is able to grab the customer's attention towards the

product and services. The buying behavior of a customer is strongly influenced by the efforts made by the adver-

tisers to build brand loyalty. Attentions seeking ads and the use of celebrities in ads are very popular and success-

ful as it gives the wanted results to the companies. This paper aims to identify studies concerning celebrity en-

dorsement and its effect on consumer behavior. By a review of the research carried out, the current article mainlysheds light on celebrities’ impact, whether directly or indirectly, on customer buying behavior. The article comes

to the conclusion that, prior to advertising using celebrities, companies should exactly determine whether theadvertisements are only for information or to increase sales. Another important consideration is selecting a celeb-

rity which is a good match to the product, and this factor is determined according to the type of product and ser-vices.

Keywords Celebrity; Reference Group; Consumer Behavior; Celebrity Endorser.

INTRODUCTION

The consumer is the one who pays the money to con-

sume the goods and services, which are produced by

the companies. We all come into this category and we

consume things according to our needs, preferencesand buying power. There are many kinds of goods like

consumable goods, durable goods, specialty goods or,industrial goods. Consumer behavior depends on manyfactors like what we buy, how we buy, where and

when we buy, in how much quantity we buy which is

based on our perception, self-concept, social and cul-tural background and our age and family cycle, ourattitudes, beliefs, values, motivation, personality, social

class and many other factors that are both internal and

external to us. Today the consumption pattern of theconsumer and their behavior is changing gradually.

New demands, technology, lifestyle and acceptance ofother countries‟ cultures are forcing companies to do

continuous change in their offering and promotions.

Increase in competition favors the consumer to getmore variety and quality in reasonable price. Now-a-

days consumers play an important role in the economicsystem of many countries. The whole business concept

is based on one word that is “CONSUMER” and it exists

for creating consumer, more consumers and manymore consumers.

Every brand attempts to find at least a fraction of anaudience‟s time to inform him or her of the various

unique attributes of the products at hand. Due to the

constant flooding of the standard marketing campaigns

by various media the audience eventually, becomeinsensitive towards them. Hence, now-a-days market-ers are facing challenge to find out the ways that willgain the attention of the consumer.

Now-a-days, many companies are signing contracts

with celebrities in the expectation that by using celeb-

rities they can achieve a unique and appropriate posi-tion in the minds of the customers.(Arora and Sahu,2014)

It seems that the use of celebrity is increasing day byday. The popularity and credibility of a celebrity helps

the companies to attract more and more customers.There is a need to find out the great impact of celebrity

endorsement on the buying trends or purchasing be-haviors of the consumers.Celebrity endorsements have

long been used and which are one of the most popularadvertising strategies and recognized as ‘‘ubiquitous

feature of modern day marketing’’ (Biswas, Hussain,&O’Donnell, 2009; White, 2004). Celebrities are the

personalities that are well known in public either be-

cause of their credibility or of their attractiveness or

because of both of these. To leverage this, advertisersuse celebrities in their advertisement to increase theeffectiveness and heighten the believability of com-

mercials.(Ahmed et al. 2012) Today, celebrity en-dorsement is being seen as more and more essential

part in an integrated marketing communication strate-

* Corresponding AuthorFariba FathiEmail: [email protected]

www.ijrls.pharmascope.org

ISSN 2231-2935

Research Article


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gy. Every marketer wants to use it. However, there is

also a great risk behind the use of the celebrities.

The celebrity should be match with personality of the

products, personality of target market and with thesociety. Today, the attitude, taste, preferences and

buying pattern of consumers are changing rapidly andconsumers are becoming more literate and aware of

the products that they use to fulfill their needs andwants. Today, celebrity endorsement is a very success-

ful and commonly practiced strategy for major firms tocreate and improve company‟s brand image.(Arora

and Sahu, 2014)

LITERATURE REVIEW

Reference Group

According to Solomon (2013), reference group is the

one whose attitudes or values are used by an individual

as the basis for behavior. Reference group is the one

which its values, norms, attitudes or beliefs is used as aguide to individual behavior (Mowen and Minor, 2009).An individual’s reference groups are composed of all

the groups that can influence his beliefs and behavioreither directly or indirectly. The groups that directly

affect the person are called membership groups (Ko-tler, 2006).

Reference groups can have three types of effect onpeople. Information effect occurs when a person ap-

plies behavior and attitude of the members of the ref-

erence group as useful data elements. Prescriptive ef-fect which is also called utilitarian effect is said to occur

when a person meets group’s expectations by earningdirect reward or by avoidance of punishment. The cog-nitive effects occur when people apply perceived

norms and values in the group as a guide to their atti-tudes and values (Solomon, 2013).

Reference groups influence people through the norms,information and value-oriented demonstrative needs

of consumers (Mowen and Minor, 2009). One instance

of such groups is celebrities that are admired by the

community because of their reputation, popularity,fame and other achievements, and firms use these

individuals and organizations to encourage consumers

to buy their goods (Abdolvandand HoseinzadehEmam,2013).

Message Source

In most cases, the source of a message can have a

great impact on the likelihood of its adoption by therecipients. Select a source for maximizing change in

attitude encompasses several dimensions. Credibilityand attractiveness are two main characteristics of the

source. There have to be a consistency between theneeds of the recipient and potential rewards provided

by the source. For example, an attractive or beautiful

source is more effective on those who are more sensi-tive to social approval and others’ views. In contrast, a

credible and expert source, when associated with in-

troverts, is more powerful (Solomon, 2013).

Source Credibility

The credibility refers to the expertise, objectivity and

reliability of a transmitter. Honesty and credibility is of

particular significance especially when the company

wants to advertise its corporate social responsibilityactivities in a way to benefit the community. A credible

source is specially when encouraging that consumers

still do not know much about the product or have notpresented comment on it (Solomon, 2013).

The Source Credibility Model holds that effectivenessof a message is based on the perceived level of exper-tise and trustworthiness the customers have in an en-

dorser (Sternthal, Dholakia et al. 1978). Expertise can

be defined as the extent to which the endorser (com-municator) is perceived to be knowledgeable, skillfuland experienced. And the statements it makes turn out

to be valid. The benefit of using expert endorser is thatit enhances brand recall and positively affects the buy-

ing intentions of consumers (Erdogan1999).Trustworthiness can be defined as the extent to

which the endorser is perceived to be believable, hon-

est and dependable. Greater the proportion of theseaspects, higher will be the likelihood of the endorser tobe selected by the advertisers (Shimp 2007).

2.4.Source Attractiveness and Celebrities

Source attractiveness is a social value which recipientsascribe it to a transmitter. This value is concerned with

physical landscape, personality, social status, or simi-larity to the recipient (we are naturally predisposed tolisten the people that are like us). One study showed

that our brains tend to pay more attention to the ce-lebrities and to process the information relevant to

them more efficiently than normal people. Celebritiesincrease awareness to a firm and reinforce corporate

image and brand attitudes. The main reason for theefficiency of celebrities’ power is that this special group

of people encompasses cultural meanings, and theyrepresent important categories such as the status and

social class, and so on (Solomon, 2013).

Celebrities are considered as an example of intellectualand opinion leaders, and in the form of a referencegroup have the ability to direct preferences of con-

sumers toward a specific product or brand (Solomon et

al., 2002) Therefore, the interests and tastes of thecustomers can play an important role in the develop-

ment of marketing and achieving success in this regard(Abdolvand and HoseinzadehEmam, 2013).

It’s quite evident that customer form positive and fa-

vorable perceptions about those endorsers who are

physically attractive (Erdogan 1999). Research findings

show that attractive endorsers are good at influencingthe beliefs of customers (Debevec and Kernan 1984).That is why most of the advertisements depict attrac-

tive celebrities (Baker and Churchill Jr 1977). This pre-


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sents the advertisers with the twofold benefits of ce-

lebrity presence and physical plea (Erdogan 1999). At-tractiveness doesn’t solely mean physical attractive-

ness; instead it encompasses lifestyle of the endorser,

its personality dimensions.According to McGuire

(1968), three factors contribute to the effectiveness ofmessage. These are familiarity of an endorser, similari-

ty of an endorser and liking of an endorser. Similaritycan be defined as the extent to which the receiver

(customer) finds resemblance between itself and thesource (endorser). Familiarity refers to that how muchknowledge the receiver (customer) posses about the

source (endorser). And likability is the affection thereceiver (customer) develops towards source (endors-

er) because of the physical attractiveness of the en-dorser (McGuire 1968).

Celebrity Endorser

According to McCracken (1989), a celebrity endorser is

defined as ‘‘any individual who enjoys public recogni-tion and who uses this recognition on behalf of a con-

sumer good by appearing with it in an advertisement.(Wei and Lu,2013) According to (Schlecht 2003) term‘celebrity’ can be defined as, ”Celebrities are people

who enjoy public recognition by a large share of certainGroup of people.” (Ahmed et al. 2012)

Marketing tends to take on new and unique ways of

advertising as advertisers are exploring different ways

to make the advertisements effective and influential aswell. Celebrity endorsement is one of these. The adver-tisers know it very well that the positive image that the

celebrities cast on the audience is can make the mes-sage in the advertisement more persuasive (CHOI and

Rifon 2007). Advertisers go for celebrity endorsement

because of its greater benefits and immense possibleinfluence. There are certain potential advantages ofcelebrity endorsement, celebrities endorsed adver-

tisements draw more attention as compared to those

of non-celebrity ones, helps the company in re-positioning its product/brand and finally empowers thecompany when it’s new in the market or plans to go

global. (Erdogan 1999).

Celebrities and Consumers Behavior

Nowadays, the use of new marketing concepts in ad-

vertisement is increasing widely, and the use of effec-

tive propaganda tools to support and influence theperception of the brand mother is increasingly expand-ing. Studies show 80% of the decisions leading to pur-

chase happen through visual representations and buy-

ers need an authority to confirm and guarantee their

purchase. One of the specific propaganda instrumentsis the utilization of prominent figures and witnessesthat have attracted the attention of people from the

different aspects. These celebrities are desirable for

the audience from several perspectives including ac-creditation, persuade the audience, creating a sense of

confidence and credibility. In other words, by ascribing

their own image, credibility, reputation, character, and

generally brand to a product, celebrities as endorser

and guarantor increase the awareness of the audience,encourage them, influence their buying decision and

finally raise income level. Thus, use of celebrities and

famous personalities in order to create value for goods

provides organizations and firms with various conse-quences because of the celebrities’ enjoyment of cul-

tural and professional backgrounds, age and social ac-ceptability. Famous personalities take privilege of qual-

ity and values that are cherished and respected by oth-ers. In other words, having different characteristics tosocial norms such as unique lifestyle, and individual

charm, celebrities have special skills to attract the at-tention of others in the category to which they are en-

tering (Moukharji, 2009, Abdolvand and Hosseinzade-hEmam, 2013).

The issue of celebrity endorsement in advertising hasreceived significant attention in the literature. Many

studies show strong support for the use of celebrity

endorsements, arguing that celebrities help makebrands recognizable and create a positive brand atti-tude (Petty, Cacioppo, & Schumann, 1983), enhancethe likelihood of purchase (Friedman & Friedman,

1979), foster brand loyalty, and positively impact word-of-mouth (Bush, Martin, & Bush, 2004). Hoffner and

Cantor (1991) also point out that people emulate theappearance and behavior of the media celebrities that

they admire. Advertisers often employ celebrities toendorse a product to enhance audience attentiveness,

add glamour and desirability to the product, and makethe advertisement more memorable and credible

(Spielman, 1981).Scholars have shown that using fa-mous celebrities to endorse products is generally more

effective than using non-celebrities to generate posi-tive responses from consumers (Atkin& Block, 1983;Freiden, 1984; Kamins, 1989).

Celebrity endorsement has been in application from a

long time (Kaikati 1987), in fact not too late when ad-

vertisement techniques were taking on new forms be-cause advertisers realized soon that by using publiclyrenowned personalities in advertisements they will be

able to align brands personalities with that of the ce-lebrity’s. Moreover, these credible endorsers can pro-

duce more favorable attitudes toward the advertise-ment (Goldsmith, Lafferty, & Newell, 2000; Lafferty,

Goldsmith, & Newell, 2002) and intent to purchase theproduct (Lafferty &Goldsmith, 1999; Ohanian, 1991;

Wei and Lu,2013).

A REVIEW OF RESEARCH

Most studies on celebrity endorsers have explored howthe credibility of the source affects the success of the

message. A highly credible source is more persuasive

than a less credible source ininfluencing audience atti-tudes and behavioral intentions (Sternthal, Phillips,

&Dholakia, 1978). Ohanian (1990) has synthesizedtheprevious literature on this subject and proposed threedistinctdimensions of celebrity endorser credibility:


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expertise, trustworthiness, and attractiveness. (Wei

and Lu,2013).

Ohanian, R. (1991), investigated the relationship of

attractiveness, trustworthiness, and expertise with theintention of purchase and found that only the per-

ceived expertise of a celebrity as a significant factor isable to generate more intentions of buying any brand.

The author suggests that a celebrity spokespersonshould be very effective. According to him, a celebrity

should be knowledgeable, experienced and qualified totalk about the product. Researcher states, “no matter

whether an endorser is an expert or not; all that mat-ters is how the target audience perceives the endors-er”. Researcher indicated that when a perceived expert

delivers the message adds the credibility to the mes-

sage and influences the purchase behavior of the cus-tomer. Researcher also described about trustworthi-ness, which is a component of credibility, can be

achieved by using someone closely associated celebrity

with the product. (Arora and Sahu,2014)

Attractiveness refers to how physically attractive, ele-gant, or likable the source is to the audience. There-

fore, endorsers who are perceived to be knowledgea-ble, reliable, and attractive are considered credibleand, in turn, induce consumers’ positive attitudinal and

behavioral responses to the brand and the product

(Ohanian, 1991; Wei and Lu,2013).

Advertisers try to hire such celebrities for endorsementwho are not only attractive (Baker and Churchill Jr1977) but credible as well (Sternthal, Dholakia et al.

1978). Together these aspects cast a comprehensiveimpact upon the customers, as most of the customers

prefer those celebrities who are credible and trustwor-

thy, some like those who are attractive and pos-sescharming physical features, and some look for andconsider both of these dimensions. (Ahmed et al. 2012)

Gresham and Shimp (1985) said that the primary issue

for advertising theory and research is one of chosenstructured processes by which the consumers‟ atti-

tudes and behavior intentions are affected by ap-proach toward the ads making.(Arora and Sahu,2014)

On the concept and application of celebrity endorse-ment, Agarwal and Kamakura (1995) cite industry

sources who guess that approximately 20% of all TV

commercials feature famous people. Assured sets ofproducts feature celebrity endorsements more fre-quently. They studied every endorsement contracts

more than the period 1980-1992. Different hypotheses

have been place including (i) celebrity endorsement

have bring to mind about product, (ii) celebrities havecredibility on skill that makes the product more attrac-tive or improve perceptions of quality (iii) the celebrity

endorsers image is transferred to the product. Experi-

ments proposed that in few situations, celebrity en-dorsement could improve recall and consume evalua-

tion of the products (Clark &Horstman, 2003).

According to Ataman and Ulengin (2003), the relation-

ship between the consumer and the brand will only thestrengthened when the consumer‟s own physical and

psychological needs and the brand‟s functional attrib-

utes and symbolic values as perceived by the consum-

er. (Arora and Sahu,2014)

Arora and Sahu have investigated three specific objec-

tives:

I- To find out the effect of celebrity endorsement on

the buying trends or purchasing behaviors of theconsumers.

II- Also to finds out what affects more, buying be-havior, buying intention and buying habit by celebrityendorsement.

III- To find out what are the factors which affecting

customers.

As there are four roles of customers (initiator, influ-

encer, buyer and user). Here there is a need to findthat which of the roles are more affected by celebrity

endorsement.. (Arora and Sahu,2014)

Ahmad, et al (2012) in a study entitled “The impact of

celebrity endorsement on customer buying behavior: aperspective from Pakistan” which was performed at

the University of Pakistan, investigated the impact ofcelebrity endorsement on customer purchase intention

by taking five models into account including Source

Attractiveness Model, Source Credibility Model (celeb-rity endorsement), Product Match-Up Hypothesis,

Meaning Transfer Model, Elaboration Likelihood Mod-el, and came to the conclusion that:Advertisements are

always designed to attract greater attention of theaudience. For this marketers come up with different

techniques. Celebrity Endorsement is one of these. And

as reported by previous studies, this study also affirms

the importance of celebrity endorsement in advertise-ment campaigns that it positively influences the buying

intention of the customers. Most of the times custom-

ers are attracted by the attractiveness of the celebri-

ties, and influenced by the credibility of the endorsers.Additionally, if the personality of the product is con-

gruent with that of the product, customers infer and

assume such congruency more positively. (Ahmed etal. 2012)

The source attractiveness and source credibility models

(celebrity endorsement) were earlier discussed. Othermodels include :

- The Product Matchup Hypothesis:

The Product Match-Up Hypothesis states that there

should be perfect match between the celebrity per-

sonality characteristics and brand attributes. The ex-tent of successful match-up can be determined by the

degree of fitness between the brand and the celebrity(Erdogan 1999). An advertisement in which the celebri-ty and the brand are highly congruent yields to bemore influential and believable (Michael 1989).Today


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companies are exerting great emphasis upon the im-

portance of proper match-up between the celebrityand the product. Whether it’s a beverage company or

any other, companies always look eager for a fitting

link between celebrity’s personality and product at-

tributes. This also happens on the part of customers asthey also expect congruity between celebrity and the

product (Ohanian 1991). The product celebrity match-up doesn’t solely rely on just ordinary congruency but

on the physical attractiveness of the celebrity as well.Attractive celebrities are more persuasive speciallywhen endorsing the products that enhance the pretti-

ness, because customers assume that as the productenhanced the beauty of the endorser, so does it will in

real (Kamins 1990). Another study revealed that onlythose celebrities should endorse who are congruent

and perceived by the customers to have expertise aswell (Ohanian 1991).

- The Meaning Transfer Model:

The Meaning Transfer Model holds that whenever a

celebrity endorses product, customers associate cer-tain meanings with the endorser and eventually trans-

fer it to the brand. In simple words we may state thatendorsers bring their very own meanings to the brand(McCracken 1989). According to McCracken (1989) this

meaning assigning process moves along a path com-

prising three successive stages. The Meaning TransferModel revolves around meanings and their transfer.Every celebrity bears a unique set of meanings, includ-

ing its personality, attitudes, lifestyle and even demo-

graphic components too (gender, age). First stage isthe time when customers associate meanings with thecelebrity and shape its image. Second, the meanings

associated with the celebrity also get associated with

the brand and third, customers finally acquire thebrand meaning during the consumption process. (Ah-med et al. 2012)

- The Elaboration Likelihood Model

According to The Elaboration Likelihood Model, twokey ingredients, motivation and ability serve as thebasis of elaboration likelihood. Motivation to perceive

the message comprises being involved and relevancywhereas ability is based on knowhow of the individual

and analytical capability to perceive and process thepersuasive message. The Elaboration Likelihood Model

suggests two paths i.e. Central Route and PeripheralRoute that lead to attitude change.According to the

Central Route, the customer actively pays attention to

the advisement and the customer level of involvementis high. Now this persuasion of advertisement may leadto either favorable response or unfavorable response

by the customer which ultimately results into devel-

opment of lasting positive and negative attitudes. Ac-cording to the Peripheral Route, the receiver isn’t ac-

tively involved and thus lacks motivation. It just per-ceives and evaluates the advertisement on secondarycues. Eventually the attitudes the receiver forms (fa-

vorable or unfavorable) about the message are tempo-

rary. (Ahmed et al. 2012)

Wei and Lu (2014) in a study entitled “Effect of celebri-

ties and customer online reviews on customer buyingbehavior of female clients compared the impact of the

presence of celebrities and the process of “customer

online reviews” on the buying behavior of female cli-

ents, based on models and AIDMA (Attention, Interest,Desire, Memory, and Action) AISAS (Attention, Inter-

est, Search, Action and Share) and the combination ofthese two models. The research came to conclusion

that: although celebrity endorsements are one of themost popular advertising strategies to promote prod-ucts, many consumers turn to the Internet to research

products because it lowers the costs of gathering and

sharing information and offers new ways to learnabout products before purchasing them . The researchprovides further support for previous findings that tra-

ditional advertisements and consumer-created infor-

mation produce different effects on consumers andtheir responses.This study is ableto provide a betterunderstanding of the two different informationandhow to influence female consumers’ attention, inter-

est,desire, memory, search, action, and share percep-tions of advertisements versus consumer recommen-

dations which was lackingin the marketing literature. Itis a first step toward integrating thistwo consumer ac-

tion model AIDMA and AISAS research on onlineshop-ping behavior opens up other areas for further re-

search.( Wei and Lu,2013).

In a study entitled “Evaluating and Prioritizing EffectiveFactors in Selecting Celebrity Endorsements for Adver-tising Campaigns from the Consumers' Point of View”

by Abdolvand and Hosseinzadehemam (2013), by as-

sessing 11 factors from celebrities, the authors identi-fied beliefs and tastes of consumers in order to identifyand rank the factors which play more fundamental

roles in customer’s adoption of the celebrities. The

results showed that the major factors influencing cus-tomers’ adoption of the celebrities can be prioritized as

reputation, presence in several product advertisement

campaigns at the same time, the proportion of theproduct, reliability, attractiveness, familiarity with the

audience, celebrity as the user of the product, debaterisk, record of presence of in various advertising cam-

paigns and the nationality of the celebrities. In addi-tion, three components including reputation, presence

in several product advertisement campaigns at the

same time and the nationality of the celebrities havesignificant impacts (Abdolvand and Hosseinzade-hEmam, 2013).

Boeing and Schurhaus (2014) in Brazil investigated the

impact of celebrity endorsement of products on cus-tomer purchase intention in Brazil, and stated that ads

that are repeated frequently, with or without the pres-ence of celebrities, has had more influence on pur-

chase intention of men and married people with highpurchasing power, and the people with low purchasing


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power are indifferent to them. This research investi-

gates the effects of the celebrity endorsement on menand women, and married and single people.

Alnawas (2010) investigated the effect of the presenceof celebrities on consumers' purchasing behavior, and

the findings showed that respondents’ decision-makingprocess and the product selection are not influenced

by celebrity endorsement. The main statistical differ-ence was that the respondents are interested in the

relationship between professional celebrity/brand im-age endorsed, and the importance of matching the

celebrity to the endorsed product, which in turn maystimulate their purchasing intention. Based on theabove findings, it is very important for a company to

realize that there is a big difference between increased

awareness of the brand using celebrities and creatingconsumers’ purchasing intention using celebrities (Al-

nawas, 2010).

Jain et al (2010) investigated the impact of nationaland regional Indian celebrities on changing consumer

attitudes. The results show that national celebritieshave a more positive impact on change in consumer

attitudes. This effect is more in the products with lowinvolvement (e.g., soft drinks) than in the productswith higher involvement (e.g., automobile).

Hostler and others (2011) in their study evaluated the

effect of recommendation agents (RAs) on the un-

planned purchasing behavior of consumers, and theypresented a theoretical model for analyzing the effectof recommendation agents on unplanned online pur-

chases of customers.

Roy (2012) reinstates that the validity of a celebrity

who shows too much exaggeration in endorsement of

a product can be reduced.

Dzisah and Ocloo (2013) in Ghana, in a study concludedthat celebrity alone cannot be the main contributor to

the success of an advertising campaign, and other fac-tors such as price and other factors that make the suc-

cess of a brand, are also influential. They say that mod-ern consumers are educated and well know that celeb-

rities for their endorsement of a product receive a lot

of money, and this leads to their mistrust to both ce-lebrity and product.

Kansu and Mamuti (2013) have shown the positive

impact of celebrities on the brand in Turkish Airlines.

Shoeb and Khalid (2014) in one of the newest researchon celebrity endorsement concluded that the consum-

ers have a more personal relationship with the brand

which has an image consistent with the image of an

ideal celebrity, especially when the brand and celebrityimage fit together. The study also shows that how this

personal relationship is formed. Also, the effect of ce-

lebrity endorsement is moderated by the symbolism ofthe brand, so that the brands which are associatedwith something from consumers have stronger effects

than the brands that do not have this connection. Re-

garding the ideal celebrities, the positive effects of

congruence and image harmony have stronger influ-ence on brands that have a symbolic communication

with the consumers of that brand (compared with oth-

er brands). The study showed that consumers are mo-

tivated for personal needs to use a brand that is sup-ported by a celebrity, and purchase a commodity that

can build and show off their identity.

Negative impacts of celebrities on consumer behavior

The current body of research shows the direct and pos-itive effect of celebrities on the mind and the shopping

intention of customers, and it has been documented

that consumers consider several factors in buying aproduct but the most important factor is quality. Ac-cording to the author, as popular celebrities are sup-

ported by people, they can have positive effects on

confidence and product sales.

Customer perspective to the brand can be easily

changed due to the presence of celebrity. A popularfigure can add a new dimension to a product. A low

quality product may attract the customer for the firsttime, but the retention of the product under the influ-

ence of the presence of celebrity is not possible (Arora

and Sahu, 2014).

Celebrities, however, are expensive because of their

celebrity status and risky because of their potential for

gaining negative publicity. Recent research has lookedat negative events surrounding celebrity endorsers andthe consequences of those events (Louie et al, 2001,

Louie and Obermiller 2002, Mani et al, 2006, Till andShimp 1998).

It’s noteworthy that not all the celebrities prove to be

successful endorsers, thus making the selection pro-cess more difficult (Giffin 1967). That is why advertisers

go for a careful selection of celebrities because if anymicro aspect may go wrong in celebrity endorsement

selection process, whole of the celebrity endorsed ad-vertisement campaign may collapse. This will ultimate-

ly show brand the way back to pavilion (Kaikati 1987,Till and Shimp 1998).

However celebrity endorsement doesn’t hold sole key

to success. It also presents the company with potentialhazards. These might include, overshadowing, overex-posure, and controversy (Erdogan 1999).

CONCLUSION

Studies show that the presence of celebrities in prod-ucts and services can influence consumer purchase

behavior. Whatever the reputation and popularity ofthe celebrity is higher, the greater will be the possibil-

ity of changing consumer attitudes. However, if otherfactors influencing the marketing mix are considered

consistent with this promotion, the impact is greater.

Celebrity has to be selected compatible with the typeof product or service.


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Celebrity endorsement can have negative consequenc-

es as well. If the consistency between celebrity andproduct is overlooked, negative results will be ensued.

The popularity, compatibility, attractiveness, confi-

dence and expertise of celebrity play important roles in

changing the attitude of consumers, which if they arenot compatible with the subject of advertising, adverse

results will be provided.

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