Effect of Celebrity Endorsements - Literature review Example

? The Effect of Celebrity (Athlete) Endorsements in Sportswear Marketing on the Consumer's perception of the Product and Overall Purchasing Decision (Name) (University) (Course) (Tutor) (Date) Introduction Celebrity endorsement is a way of influencing consumers to buy products by attaching pictures, signatures or recommendations of celebrities for purpose of increasing sale. Their endorsement bestows important attributes that a product or service lacks hence accelerating brand image formulation process (White, et al., 2009, pp.322 – 335). Since people like being associated with prominent celebrities, their perception of the brands being endorsed becomes positively influenced. Resultant effect of endorsement is reflected on purchasing trends of consumers of that particular product. Sportswear could be clothing and also footwear which are worn for sports purposes and at times are used to indicate a kind of belongingness of the users. Consumers of sportswear use these products to send a message that they are supporters of a given celebrity or strong funs of Sports Company and feel comfortable and safe using them. One can wear them during physical exercises (Kahle & Homer, 1985, pp.954-961). Several concepts explain behaviours of consumers of products regarding why they purchase given products and what drives them into making those decisions. For every marketer therefore, it is important to understand these factors and use them to effectively market his or her products. Different aspects of brand endorsement are to be analysed before venturing into the process of brand marketing (Solomon, 2002, pp.56-62). These include; achievements of celebrity, the kind of brand, image he portrays to the public and compatibility of the brand and celebrity. Brand endorser should be able to fit with the brand in terms of his attributes (Walker, et al., 1992, pp.69-76). This paper is a literature review of how celebrity’s endorsement affects consumer perception on various products. It reflects how their endorsement results to overall purchasing decisions made by consumers towards products. The analysis of this paper considers an athlete as the celebrity and how they are vital to sportswear marketing. The concept of celebrity endorsement is also looked into in detail (Till & Shimp, 1998, pp.67-82). Celebrity endorsement Several athletes have gained status through achievements and created good image for themselves in sports industry. This has made them be sought for purpose of brand image marketing and general selling of products. Athletes who are celebrities enjoy recognition from the public and hence are at a good position to market consumer goods by appearing in brand promotion tools. Therefore; image is enough to cause a great and easy influence to targeted consumers (Kahle & Homer, 1985, pp.954-961). Celebrity endorsement is used in marketing and requires perfect blending of the strategy when used as a form of advertisement. For instance, Nike has put in place all possible measures in promoting its brand to motivate and influence consumers into desiring and making purchases (Damian & Admap, 2010, pp.42-43). Assimilation of superstars in its advertisement campaigns ensures that they maintain a high competitive advantage in sportswear industry since other firms in the industry are fighting for the same consumers. Special considerations are placed on attributes that are possessed by celebrities (Daneshvary & Schwer, 2000, pp.203-213). Different people have different cultural background which at all times drive them into making decisions. The decisions are made on the kind of norms beliefs and people’s way of life. Therefore; it is important for the selected endorser to have vast qualities which are consistent and in line with consumer’s cultural expectations (Ohanian, 1991, pp.46-53). Practices done by the athlete should not provide a negative influence in that the products get to be despised due to the unethical habits he displays (Walker, et al., 1992, pp.69-76). Sportswear Company puts special emphasis on characteristics which celebrity possesses before selecting him to be used in brand endorsement (White, et al., 2009, pp.322 – 335). Brands to be endorsed should fall within the area of expertise of celebrity so that one does not give contradicting messages to consumers which is opposite with how they are perceived to be (Tripp, et al., 1994, pp.535-547). Consumers will be attracted to make purchases depending on what outstanding liking that athlete has continuously and constantly shown in athletic field. Therefore it is expected that endorser’s possess multidimensional attributes to effectively market the various sportswear brands of the company (Kambitsis, et al., 2002, pp.155-161). Sportswear marketing Sportswear companies produce clothes which can be used for various sports activities. Production of wears which can be used comfortably by the consumers is the vital role of the company (Byrne, et al., 2003, pp.288–296). As mentioned earlier, Nike is one kind of company that is involved in sportswear marketing. Its products are used for leisure and everyday use. It draws much of its support from athletes in endorsement of its products. Nike focuses on branding of its products and marketing of sportswear so as to maintain and attract new users of its products (White, et al., 2009, pp.322 – 335). Other companies include: Reebok, Puma, and Adidas. Therefore there is an existence of fierce competition which calls for advanced marketing strategies that deliver to expectations of the companies (Neels, et al., 2008, pp.147-165; Tom, et al., 1992, pp.45-51). Consumer perception of the product Every consumer in the market environment is exposed to various products which he needs for use. Consumers therefore; require value for all products that they purchase (Solomon, 2002, pp.56-62). Companies ensure that consumers are provided with all the necessary information pertaining to the products that are offered. Several promotion tools are applied to ensure that awareness is created all the time. Since individuals tend to use the right clothes all the time then companies have to provide the right product that is required by consumers (Moeran, 2003, pp.299–321). In advertising of their products, sportswear companies ensure that good image is represented. Thus a good relationship is maintained all the time. Prominent athletes have been used to influence the customers in this section since most of them have an existing good image exposed to the public (Till & Busler, 1998, pp.576-586). Consumers perceive that products which are endorsed by celebrities are of higher value. This makes them develop an urge for being associated with their use. Athletes in sportswear enable the use of their personalities in marketing of products because of customer’s perception. Consumers place high priority on social standing hence tends to react in a positive way when wears are associated with the celebrities of their liking (Hsu, & Daniella, 2002, pp.19-29). It is perceived that a brand endorser sells himself or herself out as a separate product. Every product must be in a condition to satisfy the needs and expectations of customers. For that reason, credibility is placed on attributes possessed by athletes (McCracken, 1989, pp.310-321). This calls for celebrity being a strong brand so as to give consumer the right perception of products. Sportswear companies like Nike therefore select endorsers who fit in their promotional strategies and can effectively communicate their attributes and help in marketing of product (Martin & Bush, 2000, pp.441– 453). Purchasing decision Consumers will purchase products that satisfy their needs at all times. How products deliver their satisfaction is important since this leads to creation of trust between customers and company brands (Solomon, 2002, pp.56-62). Consumer purchasing decisions are influenced by several factors. Hence, it is important that companies such as Adidas and Nike deliver expected products which are standardized. Consumers are influenced to purchase products of high quality that deliver satisfaction (White, et al., 2009, pp.322 – 335). Athletic celebrities used in brand endorsement affect how the consumers make purchase decision. When they are perceived to be of good attributes they influence consumers to think that products offered are of high quality (Marshall, et al., 2008, pp.564-572). When they do display high levels of trustworthiness in the sports activities they are involved in, it will indicate to customers that the company’s brands can also be trusted since its endorsers are trustworthy (Lee & Thorson, 2008, pp.433-449). Consumers will continuously analyse the source of the message and develop certain attitudes towards it. If the message sender has the experience, personality, beliefs and knowledge that link to the product, then decisions made will be in favour of the product. Brand endorsers will help customers to form brand loyalty and hence result to continuous use of the sportswear (Daneshvary & Schwer, 2000, pp.203-213; Martin, 1996, pp.28-43). Conclusion Celebrity endorsement is an important strategy that marketers in companies embrace in promoting and selling their products. Sportswear producing companies like Nike and Puma ensure that brand endorsers who are selected for improving and promoting the image of the products are qualified (Daneshvary & Schwer, 2000, pp.203-213). Consumers tend to be sensitive to ideas and ways in which the products affect their social life. Therefore; it is important that every sportswear company provides and maintains beneficial relationships that will enable customers to always use their brands. Every consumer of product has a cultural base of which helps drive him into making purchase decisions (White, et al., 2009, pp.322 – 335). Companies therefore have to ensure that all image portrayed through advertisements maintain trust between it and customers. 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