Marketing - The Effects of Celebrity Endorsement on a Brand Name - Essay Example

?Introduction The ability to reach a target audience is one which is determined by the image which is presented. When looking at fashion, there are specific considerations about the image and how this negatively or positively affects the reaction and behaviors from potential consumers. The main component with customers that are in the fashion industry is focusing on those who are now interested in strategic buying. This is based on the continuous global competition as well as the understanding of fashion in terms of both quality and pricing. To change the image, those in the fashion industry are required to think like the customer by finding presentations that ensure high quality and modern looks for the fashion styles that are being presented (Cachon, Swinney, 2009: pg. 15). The strategic buying of those interested in fashion, as well as the decisions which are made is based on the trend of fashion conscious behaviors that are within society. This is especially high among females who are interested in different looks and styles and which are trying to find an image which can present them most effectively in a given situation. The style includes the shape, fit and the colors that work together to present a specific image (Nam et al, 2007: pg. 102). The fashion conscious behaviors make the celebrity endorsement practical to use. When one can see the celebrity approving the styles and looks, it changes the decisions by consumers while showing the effectiveness of the specific look. Celebrities can be used to communicate a message about the specific style, how effective it is and the quality that the brand maintains, allowing conscious consumers to respond in a positive light. While the general trend with using celebrities is one which produces a positive response, there are also non – practical applications of using celebrities. The main problem which occurs is based on negative information transference to consumers. If the celebrity isn’t regarded as fashionable or has a reputation which doesn’t fit with a specific person, then it can lead them away from the brand. This is not only specific to general attitudes, but is also reflective of demographic differences that are in society. If an older woman wants to buy a brand but finds a celebrity that is focused on youth, then they may not think the brand will fit their style or will have a quality that is negative. The brand meaning can change according to the celebrity and alters based on the impact that the celebrity has in society (White, Goddard, 2009: pg. 322). The negative information may include pricing, quality and the overall brand image that fashion conscious individuals are looking for within a given trend. This paper will examine the effects of celebrity endorsement as well as the practical and non – practical uses of having an individual represent a brand name. The hypothesis states that the celebrity endorsement is based on attractiveness and credibility of the celebrity. If this is positive, then it can raise the purchase intention of those who are interested in a brand; however, if it is negative, then purchases will diminish. This hypothesis can be seen in figure 1. Figure 1: Celebrity Endorsement This particular chart shows how there are both positive and negative implicatinos that are based on the celebrity endorsement as well as the conscious of those who are interested in buying a specific product. By creating the correct image, brands can leverage their identity; however, without this, there isn’t the ability to build a strong reputation among potential customers. Examining the ways in which this works positively and negatively can then help determine how the fashion industry can redefne the way that fashion is presented in given circumstances. Celebrity Endorsement and Communication Processes The first way that celebrity endorsement affects those who are interested in a given product is through the communication processes exhibited through the image. When a celebrity endorses a specific fashion product, it is considered as a co – brand of a product, meaning that the celebrity has specific rights over the product and other individuals of fame and reputation can’t endorse the same product. The message which is sent is one which then shows that there is a specific value placed over the product, specifically because those who need to have fashionable items at all times will rely on the product to get the best image. The amount that one is in the newspaper, the image they represent and the connection to the fashion all show the same reputation with the fashion. The message that is given is one that creates a brand image that is either positive or negative, specifically based on the concept of quality and image that an individual will have when looking at the product (Seno, Lukas, 2007: pg. 121). The main ideal that is created from the fashion communication is to take an item of clothing that may be similar to another company and to change the meaning which it holds for those who buy the item. For example, if there is a plain white t-shirt that is being sold and it holds the brand name, then it will be evaluated according to general quality and pricing. Another white t-shirt can have the same quality and pricing available. However, the recognition of a celebrity wearing this will add into the quality and pricing, especially if it is endorsed by the celebrity. By the individual showing and advertising the brand, they are also making a statement that it has high quality and fits with the best expectations that are a part of the fashion item. The concept is to create a sense of identity around the item while displaying the fashion item as being better than others, specifically because those who carry fame and fortune are also interested in the same product (Smith, 2007: pg. 325). There are several examples of using celebrity endorsement as a way of increasing the reputation and brand image, even though the specific fashion item may be similar to others. One is through the image of Elizabeth Hurley who began as a fashion model and gained a strong reputation with her looks. She then changed to building into her own designer styles. She displays these while wearing them, similar to a celebrity endorsement, which is known to add in a higher sense of appeal and look of luxury to the different items. The concepts which she conveys include the glamour of her different styles, how to wear the garments so they make one look the best and how to replicate the fashion model style that can move to the top and remain in the spotlight (Barron, 2007: pg. 443). The concept which is applied is one which communicates the message that one can be in the spotlight by using the brand and copying the way in which the fashion is worn among celebrities in society. The concept that is presented with Elizabeth Hurley is communicated through most that are co-branding by endorsing a specific product. The ideal is to build a sense of identity among those that are interested in fashion and which have a level of fashion awareness around specific products. Perceived involvement with the product becomes the main ideal, specifically because the celebrities are involved with wearing the products and endorsing the brand to show that it is better than others. This perceived involvement then leads to communicating how involved one can be in fashion, specifically with a defined brand, to show the same reputation that the celebrity has. The result is the ability to manipulate the reputation of the brand while creating a level of communication that is based on showing one how to be fashionable with the brands that are available (Hunter, Davidsson, 2007: pg. 505). Credibility of Brands The concept of brand endorsement by celebrities is furthered not only with the communicaton of how styles and how to wear different trends by specific brands for the company. This is furthered by the credibility which this creates among brands and the responses that are associated with how one looks at the brand. The main concept which is focused on this is based on the figures of celebrities. Society and culture currently has a love and obsession with celebrities, specifically with wanting to know their styles, what they are doing and what the latest gossip is on the individuals. This is now not only consistent with the A – level superstars, but has moved into trends with reality TV shows. It is known that a photograph of a celebrity on a magazine or in a given area can increase sales by up to 20%. The credibility of brands, from the social and cultural stigma around celebrities and the way in which they are viewed in society, then can create the credibility of a brand. However, if the celebrity isn’t looked at in a positive light, then it can also lead to changing trends that decraese the brand (Cummings, 2007: pg. 67). The obsession with celebrities within society is one that then allows businesses to strategically think and plan of how to use celebrities, specifically with fashion, to add into the credibility of the brand. The credibility is not only based on the interest that society and the public has with the celebrities in society. It also is based on the perspectives which are held and the affiliation which one has of the celebrities. There may be negative images which are associated with a specific celebrity, especially if there is news about the individual or actions which have been taken to show that they are not as good with their personal lifestyle. The response is one which builds on the moral and emotional perceptions of the celebrity, which then become linked to the brand in which the individual is endorsing. For instance, Topshop was known to use celebrity endorsement of Kate Moss after not being distinguished from the competition. It was found that after this was done, the image created a different perception about the brand, specifically based on the emotional responses toward Kate Moss, which increased the Topshop and Lovemark concept drastically after the release of the endoresement (Thomson, Wigley, Parker, 2010: pg. 1). Disadvantages of Celebrity Endorsement While there are several advantages in the reputation and the brand image which is created by celebrity endorsement, there are also several disadvantages which begin to accur with those that are watching the celebrities. The social and cultural relationships that are established with celebrities from an emotional basis create mixtures of demand of the brand product. If the image of the product is endorsed and the individual doesn’t fit with the branding, then it may have a negative effect. The companies that use celebrities for endorsement have to create fitting celebrities for each of the products, specifically with characteristics of them being at the height of their career, being involved in the press and with adapting to the promotion by continuously using the products. Each of these heighten the image of the brand. However, if these aren’t followed with a science, then the press and the public may find out and the relationship created with the celebrities will emotionally change. Since they are endorsing a brand as a co-brand, then the image of the company is also in danger because of the negative message which is communicated from the celebrity (Hoffstadte, 2007: pg. 15). The complexties which are a part of the changing lifestyles of those involved in the brand image is one which then leads into the image which is portrayed by the celebrities. There are many that will change their image and style, as well as other characteristics, for personal use or for a new modeling or acting option that is available. Other changes may include the judgements of critics about a dress which doesn’t fit correctly or an image at an event that is not accepted by the press. When this occurs, it changes not only the celebrity image, but also the image of the company. If this happens, then the co-branding from the image may begin to reflect negatively. The product that was before defined by beauty from the celebrity will be judged in a negative light instead. The approach which has to be taken with the images of the celebrities is to show the brand endorsement, as opposed to showing how the particular product shows beauty. If beauty is shown, then it may lead to negative reactions because of a specific incident. More important, this will make the brand image lose its reputation because of the belief that the product is responsible for the changing image of the celebrity. Not marketing the brand correctly within fashion can then lead to negative responses among those in society (Lofgren, 2010: pg. 2). Another common problem with the endorsement of products is with the pricing and quality considerations that are always being looked into by those in society. The problem which occurs is based on the communication and belief that if a superstar endorses a specific product, then it also means that it has higher end quality and is more expensive. This perception comes from the media displays that the individuals who are noted as celebrities in society have a larger amount of money. This stops several from buying the products and investigating into the brand because of the instant belief that the brand will immediately be higher than those who don’t have celebrity endorsements. This is not only because of the perception of celebrities, but is also reliant on the cost of advertising that is often associated with the celebrities and the expectations that are a part of the lifestyle of celebrities. There are several other examples where the celebrity image immediately stops several demographic populations from buying the products, either because of the pricing images or because of the lifestyle differences associated between the individuals within society (Clanton, 2007: pg. 48). Celebrity Endorsement and Consumer Decision Making The main concept which has to be considered when looking at consumer decision making and celebrity endorsement is not only based on the product image and brand reputation. Instead, it is based on the image of the celebrity and whether this will match with the needs of the consumer, specifically so it can alter the conscious fashion makers decision with a positive return. The dimensions of celebrity endorsement also need to include sending messages of quality, affordability and of the brand. There also needs to be specific regulations associated with the behaviors and expectations with the consumer, specifically which don’t portray that they always use a specific fashion item or product when the press is looking at them, but instead which highlights when they do or don’t use the product, specifically to focus on the brand instead of beauty. If these communication messages aren’t used, then the brand identity will lose power and the consumer decision making will become negative in turn (Choi, Rifon, 304: 2007). An example of the fashion industry endorsement and the alterations made by celebrities can be seen with examples such as Britney Spears (see appendix A). There are two images seen with this particular example, both which show different characteristics of Spears, one stating “Radiance” and the other stating, “Where Nothing Is What it Seems.” (CEA, 2011). Both of these particular ads are important, specifically because of the controversies which Spears has shown through her singing careeer with almost losing her singing job to being at the top of the charts, then changing her approach to a different style of singing after a divorce. The close interactions with the public, emotional responses and the changes of Spears have led to several changing their mind about the celebrity. There is then a belief, specifically which comes from the endorsements which Spears has been a part of, that relates directly to the emotional roller coaster of Spears. Both ads reflect the personal life while creating a relevance to the customers that either works negatively or positively in portraying the effectiveness of the fashion item (Avery, Rosen, 2006: pg. 13). Another example that is seen is with Kate Perry and the several temporary endorsers of Proactiv Skin Care, as seen in appendix B. This is used to treat blemishes on skin and continuously is using actresses and singers such as Perry, Jessica Simpson and other leading pop stars (Celebrity News, 2011). The message that is portrayed is “I’m not polite I’m proactive.” This is linked to the main association with Kate Perry and the way which she presents herself into the public. This is linked to the brand image that she is displaying which isn’t based on beauty, but instead on the idea of conquering blemishes with skin. The characteristics of Perry, while being reflected in a negative light, can be seen with a strong message for the ad, while taking advantage of the emotional associations with the singer. In this instance, the celebrity is seen as a commodity, specifically which becomes a part of the brand and the message which is associated with those interested in the Hollywood stories for the time. The message then isn’t based on positive or negative associations, but instead on the emotional relationship between the superstars and the way which this can be endorsed through a specific product (Ford, 2001: pg. 15). Conclusion As seen from the different examples and marketing theories, the concept of celebrity endorsement is one which can heighten or lower the brand image and the demand that is seen within society to buy a specific brand. The celebrities work as a face for the brand while becoming a part of the image which is displayed to society. The positive side of this is based on the attraction to the product, the emotional attachment to the celebrity and the belief in the brand quality and pricing, specifically because of the celebrity endorsement which is attached to this. These different characteristics are combined with the association with the celebrities that are continuously portrayed in society and which are based on growing trends and attractiveness that is a part of those in the culture. The concept of the attractiveness leading to the positive or negative reactions for consumer buying is not the important factor, especially when looking at the current trends in celebrity endorsements. Instead, it is the communication that is perceived from the celebrity endorsement as well as the power that is behind the image of the celebrity. As soon as a celebrity is attached to the brand image, it creates a desire and an emotional response from those in society to relate to the celebrity through the brand. This creates a narcissist response that is experienced psychologically and emotionally because of the media emphasis on celebrities and the relationship to the continuous portrayals as well as the brand images that are within society (Pinsky, Young, 2010: pg. 2). The concept which is approach with the ideal of power and imitating the celebrities then becomes communication and a message outside of the negative or positive brand image. Instead, it is based on the leadership which is created to fans that are a part of the fan base. When an actor or actress, singer or sports individual endorses a specific item, it shows a sense of leadership. Those who are emotionally attached to the stories then respond by believing it is a type of relationship that is created between the celebrity and themselves. Even when the celebrity is taken in a negative light in terms of actions in society, the brand can change this into a part of the image, such as seen through Kate Perry, specifically to continue to attract and create the same relationship with those that are interested in the celebrities (Tindall, 2010: 1). The concept of celebrity endorsement is one which is continuously used by brands, specifically to create a co-brand of their identity and to build their image with the public. The strong public response, emotional ties and the psychological implications that are attached to the celebrity identity then allow the product to continue to be endorsed and to grow with those that are in society. The result is that the consumer base begins to grow while associating with the brand identity and the celebrity as the same commodity. By doing this, there is the ability to create a different relationship and a sense of power to the product. Even though there are positive and negative associations with this, the celebrity endorsement also adds power and a strong reputation to those that are interested in fashion products and which are looking as conscious consumers. References Avery, Daniel, Joseph Rosen. (2006). “Complexity at the Expense of Common Sense? Emerging trends in Celebrity Endorsement Deals.” Entertainment and Sports Law (13). Barron, Lee. (2007). “The Habitus of Elizabeth Hurley: Celebrity, Fashion, and Identity Branding.” Fashion Theory: The Journal of Dress, Body and Culture 11 (4). Cachon, Gerard, Robert Swinney. (2009). “Purchasing, Pricing, and Quick Response in the Presence of Strategic Consumers.” Journal of Management Science 55 (3). CEA. (2011). “Britney Spears, Singer, Celebrity Endorsements.” Retrieved from: http://www.celebrityendorsementads.com/celebrity-endorsements/celebrities/britney-spears/. Celebrity News. (2011). “Kate Perry for Proactiv Skin Care.” Celebrity News Retrieved from: http://www.celebrityfashionperfume.com/news/2011/01/katy-perry-for-proactiv-skin-care/. Choi, Sejung, Nora Rifon. (2007). « Who is the Celebrity in Advertising ? Understanding Dimensions of Celebrity Images.” The Journal of Popular Culture 40 (2). Clanton, Gordon. (2007). “The Sport Star: Modern Sport and the Cultural Economy of Sporting Celebrity.” Contemporary Sociology: A journal of Reviews 36 (1). Cummings, Paula. (2007). “The Power of Celebrity Endorsement: Do Celebrities Add Value to a Brand Campaign? How to Get the Best and What to Expect in Return.” Journal of Sponsorship 1 (1). Ford, Ty. (2001). “The Price of Fame: The Celebrity Image as a Commodity and the Right of Publicity.” Journal of Entertainment Law and Practice (26). Hoffstadte, Sabrina. (2007). “International Celebrity Endorsement in the Case of l-Oreal.” Communciations – Public Relations, Advertising and Marketing 1 (1). Hunter, Erik, Per Daviddson. (2007). “Celebrity Entrepreneurship: Communication Effectiveness through Perceived Involvement.” International Journal of Entrepreneurship and Small Business 4 (5). Lofgren, Emma. (2010). “Brand Loyalty: A Study of the Prevalent Usage of Celebrity Endorsement in Cosmetics Advertising.” Umea 1 (1). Nam, Jinhee, Reagan Hamlin, Hae Jin Gam, Ji Kang, Jiyoung Kim. (2007). “The Fashion Conscious Behaviors of Mature Female Consumers.” International Journal of Consumer Studies 31 (1). Pinksy, D, SM Young. (2010). The Mirror Effect: How Celebrity Narcissism is Endangering our Families and How to Save Them. New York: Harper Collins. Seno, Diana, Bryan Lukas. (2007). “The Equity Effect of Product Endorsement by Celebrities: A Conceptual Framework from a Co – branding Perspective.” European Journal of Marketing 41 (2). Smith, Terry. (2007). “The Existential Consumption Paradox: an Exploration of Meaning in Marketing.” The Marketing Review 7 (4). Thomson, Jennifer, Stephen Wigley, Carolyn Parker. (2010). “Kate Loves Topshop: Endorsements and the Lovemarks Concept in a Fashion Retail Context.” Retailing and Consumer Services (July). Tindall, K. (2010). “Leadership by the Famous: Celebrity as Political Capital.” ANU. White, DW, L Goddard. (2009). “The Effects of Negative Information Transference in the Celebrity Endorsement Relationship.” International Journal of Retail and Distribution Management 37 (4). Appendix A: Britney Spears endorsement Appendix B: Proactiv Skin Care Read More