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Building brand awareness: The role of celebrity endorsement in advertisements

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  • Rehenuma Rahman

Abstract

Advertisers believe that celebrity endorsement is a competent marketing tool for building brand awareness. Based on Elaboration Likelihood Model, this research aims at exploring how celebrity endorsement in advertisement creates brand awareness. A qualitative in-depth interview is conducted among 30 Bangladeshi respondents on 4 selected TV advertisements to determine consumers’ responses toward the particular attributes of a celebrity that enhances brand awareness and supporting elements that accelerates celebrity endorsement in developing brand awareness. Thematic analysis and Fuzzy set Qualitative comparative analysis have been employed for analyzing data. Findings indicate global celebrities who have likeability, popularity in the target market, personality, positive image, capability to add some value to the brand can enhance brand awareness. Other supporting elements, i.e. viewers positive attitude toward celebrity, clear information and ad message also contributes to make celebrity endorsement effective. Extensive discussion and recommendations for additional research are provided.

Suggested Citation

  • Rehenuma Rahman, 2018. "Building brand awareness: The role of celebrity endorsement in advertisements," Journal of Global Scholars of Marketing Science, Taylor & Francis Journals, vol. 28(4), pages 363-384, October.
    • Handle: RePEc:taf:jgsmks:v:28:y:2018:i:4:p:363-384
    DOI: 10.1080/21639159.2018.1509366
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    Cited by:

    1. (Chloe) Ki, Chung-Wha & Park, Sangsoo & Kim, Youn-Kyung, 2022. "Investigating the mechanism through which consumers are “inspired by” social media influencers and “inspired to” adopt influencers’ exemplars as social defaults," Journal of Business Research, Elsevier, vol. 144(C), pages 264-277.
    2. Eun-Ho Kim & Dongho Yoo & Sun-Jae Doh, 2021. "Self-construal on brand fan pages: the mediating effect of para-social interaction and consumer engagement on brand loyalty," Journal of Brand Management, Palgrave Macmillan, vol. 28(3), pages 254-271, May.
    3. Zhang, Hao & Liang, Xiaoning & Moon, Hakil, 2020. "Fashion cewebrity involvement in new product development: Scale development and an empirical study," Journal of Business Research, Elsevier, vol. 120(C), pages 321-329.
    4. Yuan, Chun Lin & Moon, Hakil & Kim, Kyung Hoon & Wang, Shuman, 2021. "The influence of parasocial relationship in fashion web on customer equity," Journal of Business Research, Elsevier, vol. 130(C), pages 610-617.

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