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The role of celebrities for the image of endorsed products

Author

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  • Opris Adriana

    (Bucharest University of Economic Studies, Bucharest, Romania)

  • Pelau Corina

    (Bucharest University of Economic Studies, Bucharest, Romania)

  • Lazar Laura

    (Bucharest University of Economic Studies, Bucharest, Romania)

Abstract

Celebrities are, in recent years, a popular way to draw the consumer’s attention to an advertisement. In an age with an abundance of details and advertising, the celebrities ‘ glamour has the power to increase the advertised product’s exposure and to attract the attention of the consumer. Several researches have focused on analyzing the impact of celebrity endorsement on the success of brands by pointing out the importance of the match between the celebrities’ personality and the image of the endorsed brand. Besides the positive aspects, there have been also pointed out the different disadvantages of using celebrities in advertising such as the overshadowing effect or the exaggerated costs involved. The results of our quantitative research have shown that, although there is not a high declared interest in celebrity endorsement, it has a role especially in shaping the social status of the consumer and that women are more attracted by celebrity endorsed product in comparison to men. :

Suggested Citation

  • Opris Adriana & Pelau Corina & Lazar Laura, 2020. "The role of celebrities for the image of endorsed products," Proceedings of the International Conference on Business Excellence, Sciendo, vol. 14(1), pages 838-846, July.
    • Handle: RePEc:vrs:poicbe:v:14:y:2020:i:1:p:838-846:n:80
    DOI: 10.2478/picbe-2020-0080
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    References listed on IDEAS

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    1. Zhou, Lianxi & Whitla, Paul, 2013. "How negative celebrity publicity influences consumer attitudes: The mediating role of moral reputation," Journal of Business Research, Elsevier, vol. 66(8), pages 1013-1020.
    2. Centeno, Dave & Wang, Jeff Jianfeng, 2017. "Celebrities as human brands: An inquiry on stakeholder-actor co-creation of brand identities," Journal of Business Research, Elsevier, vol. 74(C), pages 133-138.
    3. Victor Tremblay & Stephen Polasky, 2002. "Advertising with Subjective Horizontal and Vertical Product Differentiation," Review of Industrial Organization, Springer;The Industrial Organization Society, vol. 20(3), pages 253-265, May.
    4. Nistoreanu Puiu & Pelau Corina & Lazar Laura, 2019. "Product versus Celebrity – An eye-tracking experiment for the determination of the attention-catcher in advertising," Proceedings of the International Conference on Business Excellence, Sciendo, vol. 13(1), pages 1079-1086, May.
    5. McCracken, Grant, 1989. "Who Is the Celebrity Endorser? Cultural Foundations of the Endorsement Process," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 16(3), pages 310-321, December.
    Full references (including those not matched with items on IDEAS)

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