Celebrity endorsement

Celebrity
endorsement is
unique type of
advertisement in
which well-known
personalities and
celebrities of sports,
showbiz, politics and
cartoon characters

 Celebrity endorsement
is effective way to
create and enhance
brand association in
consumers mind.
In cosmetic industry,
celebrity endorsement
plays a vital role in
capturing the attention
of consumers and has
positive impact on
buying behavior of
consumers.

Selection of celebrity
Advertisers use celebrity
endorsement for enhancing
recall rates of brand and
want to develop a
sustainable image of brand
in consumer mind.
The decision of selection of
celebrity for a certain brand
is very important because
there should be synergy
between brand and endorsed
celerity for effectively
communicate the message to
right audience.

TEARS model of celebrity

endorsement:

Matchup
between brand
and celebrity

Popularity and
fame of
celebrity

Trustworthin
ess

Celebrity
chosen

Physical
attraction

Expertise

Objective of study
Celebrity endorsement
has positive impact on
buying behavior or
purchasing intension of
consumer.
LOreal pariss celebrity
endorsement has positive
impact on brand image
and buying behavior of
its target market.
What will be the impact
of celebrity endorsement
in doves advertisement
strategy.

Relationship b/w celebrity

endorsement, brand image and
consumer purchase behavior

Celebrity
endorsement
Trustworthiness
Expertise
Attractiveness
Respect
Similarity

Brand
image
Strength
association
Favorability
association
Uniqueness
association

Consumer
buying
behavior
or
purchase
intension

Internal and external factors

of consumer behavior
Internal
factors

Celebrity
endorsement

External
factors

 Through the celebrity branding

consumers get motivational source in
term of product need and product
utility.
Elaboration likelihood model is used to
explain the change in attitude through
celebrity endorsement and this
process begins when consumer
receive the massage of a brand.

Elaboration likelihood model in relation with

celebrity endorsement
Persuasion
communication
No

Motivation and
ability to
process
communication

Retain
original
attitude

Yes

High
elaboration
and
involvement

Persuasion
cues present
through
celebrity
endorsemen
t

Temporary
Attitude
change
related to
brand

Cultural influence in
celebrity endorsement
Culture, sub culture, norms and
values plays moderating role in the
impact of celebrity endorsement
on purchase behavior of consumer.
It is highly affect the purchase and
post purchase behavior of
consumers.

Research methodology
Case study,qualitative
research method
L'Oral Paris:
DOVE