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Publication
The effects of celebrity endorsement on the consumers’ perceptions towards global brands
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| 2.58 MB | Adobe PDF |
Authors
Advisor(s)
Abstract(s)
Brands are those lifestyles which consumers chose to buy in order to gain the value
offered by the company, in order to be part of the community created through the brand
equity elements and validated in the purchase of the products. Companies have
understood how important it is to build a strong brand and many of them spend millions
on aligning the brand with the design and style of the products, projecting the face and
values of the company into the advertising campaigns. One of the most popular methods
is through endorsement, placing a renounced celebrity and leveraging on the positive
feedback of those customers that also follow the activities of the star whose face is on
the cover of the marcom campaign. Celebrities have been used for a very long time to
promote brands, sell products and services. Research has shown that those spokesmen
of a brand who are more attractive can improve the statistics of recall and appeal more
interest to the promotion campaign, as well as influence more on customer’s intention of
buying the product (Kahle and Homer, 1985).
The main purpose of this research is to investigate how celebrity endorsements influence
the brand equity dimensions (brand loyalty, brand awareness, perceived quality and
brand associations) as well as stimulate consumers’ word-of-mouth through brand
identification, growth in interest and the advertising memorability. The hypotheses were
tested with the aid of Structural Equation Modelling (SEM) in the PLS (Partial Least
Squares) software. The survey is comprised of a target group of 589 respondents, from
three countries – Brazil, Moldova and Portugal. Results evidence that the Attitude
towards the Celebrity influences different Brand Equity dimensions and affects brand
identification, growth in advertisement interest and advertising memorability, generating
positive word of mouth (or negative, depending on the type of advertisement and
reputation). Based on these findings we suggest further investigation in this area with
the possibility to gain more data about the different fields of marcom and the different
types of CE which are more appropriate for the given type of business.
Description
Keywords
Brands Branding Brand management Celebrity endorsement Celebrity endorser Brand spokesma Brand loyalty Brand equity WOM