The Role of Celebrities in Endorsement in Media Communication - Term Paper Example

Analysis of the Role of Celebrity Endorsement in Media Communication Name Institution Course Date Executive Summary Celebrity endorsements have become a common advertising tool. Most companies currently use celebrities to endorse their brand and this has become a trend in all industries. The increased use of stars for brand endorsement has been supported by a number of celebrity endorsement models which includes source attractiveness, source credibility, and the meaning to transfer models. Using the celebrity endorsement models and with reference to Beyonce Knowles and Lupita Nyongo, the analysis has shown that celebrity endorsements play many important roles in brand promotion. These include establishing trust and credibility, attracts attention to the brand, mass appeal, associative benefits and psychographic effects created by stars about a brand. Despite the many benefits associated with the use of celebrities as brand ambassadors, the analysis has also found that there are a number of risks that comes with the using superstars to endorse a brand, which include which include risk of celebrity derogation, multi-brand endorsements and the vampire effect. Therefore, to maximize the benefits associated with celebrity endorsements, marketers need to ensure that attractive, credible and loved celebrities with good reputations are used to endorse a brand and not those with bad reputations or those who have endorsed multiple brands. Table of Contents Executive Summary 2 Table of Contents 3 1.0 Introduction 4 2.0 Literature Review 4 2.1 Models of Celebrity Endorsements 4 2.1.1 Source Attractiveness 4 2.1.2 Source Credibility 5 2.1.3 The Meaning Transfer Model 6 3.0 Discussion 6 3.1 Role of Celebrity Endorsements 6 3.1.1 Establishment of Trust and Credibility 6 3.1.2 Attract Attention 7 3.1.3 Mass Appeal 7 3.1.4 Associative Benefits 8 3.1.5 Psychographic Connect 8 3.2 Risks Associated with Celebrity Endorsements 9 3.2.1 Derogation of Celebrity 9 3.2.2 Multi-brand Endorsements 9 3.2.3 The Vampire Effect 9 4.0 Conclusion 9 References 10 Appendices 11 1.0 Introduction Promotion forms an important part of marketing. Fleck et al. (2012, p. 651) argue that merely developing quality products is not enough to win a market. Instead, the targeted consumers in the market must be made aware of the existence of the products and persuaded to buy the products. It is here that advertising comes in to help deliver the message to the targeted audience to create brand awareness and to entice them to the brand. Although there are many forms of advertising used by companies to promote their brands, celebrity endorsements have become a common advertising tool. Brands are using celebrities to endorse their brand and this can be found in the television channels, radio, print and social media (Keel & Nataraajan 2012, p. 690). Most television networks are currently features celebrities endorsing different brand. The increased popularity of celebrity endorsements as a means of promoting brands is linked to the belief that such promotions grab the attention of the audiences thus giving a company a chance to communicate the desired message to the targeted consumers. It is also believed that the use of famous people to endorse brands has become a trend because the use of celebrities makes it easy for customers to remember the ad message and the name of the brand being promoted (Schlecht 2003, p. 91). This paper explains the role of celebrities in endorsement in media communication with reference to Beyonce Knowles and Lupita Nyongo. 2.0 Literature Review 2.1 Models of Celebrity Endorsements 2.1.1 Source Attractiveness The study of the role of celebrity endorsement in brand promotion has resulted in the development of a number of models, one such being source attractiveness. In today’s digital media, it is common to find physically attractive individuals and celebrities in particular being used in brand ads to endorse the brands. The celebrities are chosen by advertisers because of the belief that there attractiveness to the audience can make them appeal to the audience and associate with the brand. According to Schlecht (2003, p. 41), effectiveness of an ad message is largely influenced by the perceived similarity, likability and familiarity of the source. The author proceeds to state that the celebrity’s attractiveness to the audience depends on the extent to which the three characteristics can be met. Regarding similarity, it is noted that when the audience consider themselves similar to the celebrity in terms of goals, interests and lifestyles among others, they end up being influenced positively by information passed by such celebrities. Likability is demonstrated by the extent to which the audience/consumer likes the celebrity being used in brand endorsement. In this respect, Erdogan (1999, p. 292) observed that, when the consumer is a fan of the celebrity, then they are likely to be positively influenced by the message they deliver in an ad. Familiarity deals with the knowledge of the source. Empirical studies on physical attractiveness have shown that higher physical attractiveness has the potential of creating a higher social influence, thus is more effective in influencing consumer behaviour. One such study was conducted by Keel and Nataraajan (2012, p. 692), which focused on the effects of the sex and attractiveness of a salesperson in mail ad. The researchers noted that an advertisement with an attractive female salesperson generated a significantly higher sales volume compared to those that used unattractive models. Spry et al. (2011, p. 883) remind that attractiveness should not be taken to mean just physical attractiveness; rather attractiveness includes all the features that an audience might perceive in a celebrity used to endorse a brand that include characteristics, such as lifestyle and intellectual skills among others. For example, a study by Kansu and Mamuti (2013, p. 677) found that superstar attractiveness has a sway on consumer attitude towards a brand and purchase intension. Ohanian (1990, p. 40) proposed more dimensions of attractiveness that marketers should consider when choosing the celebrity to use in endorsing a brand, which include classy, attractive, elegant, beautiful/handsome and sexy. 2.1.2 Source Credibility Erdogan (1999, p. 292) noted that how effective information depends on the degree of expertness and trustworthiness. Trustworthiness means confidence level that the targeted audience has on the source while expertness refers to the audience’s perception of the knowledge and experience that the endorser have about the brand that they are endorsing. Spry et al. (2011, p. 885) observed that these messages are processed by the audience through internalization such that when the receiver accepts the message as having originated from a credible source, he/she internalizes the message and makes it becomes part of his/her own belief system. Besides, when the public recognition communication is lost, the audience’s attitude is maintained. As such, a credible source that has both the elements of trustworthiness or expertise can influence behaviour and attitude, thus making credible sources more persuasive to the audience than non-credible sources. The effectiveness of celebrity in brand endorsement is supported by a number of empirical studies. One such is Atkin and Block (1983, p. 19) study that examined the impact of a print-advertisement for sangria wine endorsed by a superstars and non-celebrity. Atkin and colleague found that brands which are endorsed by superstars realize a significantly higher rating and purchase intentions compared non-celebrity endorsed brands. In particular, celebrity endorsed brands were perceived by the audience as being more trustworthy and competent. This was confirmed by Ohanian (1991, p. 47) whose study on the influence of celebrity endorsement based on perceived credibility coupled with expertise, attractiveness and trustworthiness dimensions found that found celebrity credibility to influence consumer purchase intention. These studies suggest that the use of superstars make consumers view a brand as being credible and reliable. 2.1.3 The Meaning Transfer Model The effectiveness superstars as a promotional tool is demonstrated by Khatri (2006, p. 26) who observed during his study that the personality of an athlete has a huge influence on the target groups. In recognition of this, McCracken (1989, p. 313) proposed meaning transfer models (MTM) that has three stages. The first stage holds that the meaning associated with a famous person moves from the superstar to the brand. Lastly, in the consumption stage, the meaning of the brand is acquired by the customer (Halonen-Knight & Hurmerinta 2010, p. 452). 3.0 Discussion 3.1 Role of Celebrity Endorsements 3.1.1 Establishment of Trust and Credibility Celebrity endorsement plays many important roles in media communication. Credibility is an important factor that influence brand performance. Spry et al. (2011, p. 886) state that consumers are willing to identify with brands that are credible. It is for this reason that companies use celebrities as their brand ambassadors to endorse their brand. This is because when a brand is approved by a celebrity, this fosters a sense of trust for the brand among the targeted consumers. This is supported by source credibility model that states that the use of famous people to endorse a brand enhances the credibility of the brand in the eyes of the targeted customers (Erdogan 1999, p. 294). L’Oreal is an example of a cosmetic brand that uses celebrity endorsements extensively as a means of promoting its brand. Some of the stars used by L’Oreal to promote its cosmetic products include Beyonce Knowles (appendix 1). The use of these celebrities helps foster a sense of trust for L’Oreal cosmetic and beauty products among its customers. Accordingly, this ensures a huge brand following, thus the success of a brand. 3.1.2 Attract Attention Celebrity endorsements also play an important role in media communication as it helps attract the attention of the targeted audience. Because different media platforms are a buzzed with several advertisements, it is important that marketers make their brand as noticeable to the targeted audience as possible. Because celebrities have a huge following by fans, their use as brand ambassadors in brand advertisement helps attract attention and huge following of the brand they promote, which in turn results in brand success (Fleck et al. 2012, p. 652). For instance, Beyonce Knowles is a famous music star with a huge fan following across the globe. For this reason, when she is used as is used by companies such as L’Oreal to endorse its brand, the fact that she is a famous and respected musician helps grab the attention of the targeted customers towards the brand. Besides, the use of Beyonce as a brand ambassador means that any of this celebrity fan who searching any information about her easily gets directed to the brand that she promotes, thus resulting in increased noticeability of the brand. 3.1.3 Mass Appeal Celebrities have also been demonstrated to play an important role in brand promotion through their universal appeal. Schlecht (2003, p. 71) noted that some celebrities have a universal appeal to the masses and their involvement by a company as brand ambassadors generate interest among the population. However, to generate interest from the masses, companies are advised to ensure that the celebrities used are those who are attractive not just physically, but also intellectually, behaviourally and in terms of the lifestyle they live as suggested by source attractiveness celebrity endorsement models (Gupta 2009, p. 13). Lupita Nyongo, the Oscar Award winner is an example of a celebrity who has a universal appeal to the masses. For this reason, her endorsement of a brand is expected to generate increased interest in the brand in question that resulting in better brand performance. Lupita has in recent years being involved by several companies as brand ambassadors such as the Lancome, a French cosmetic and beauty company that has used Lupita as its brand ambassador. Because Lupita appeals to mass audience, because of her intellectual, natural beauty and humbleness, her being featured by Lancome has resulted in the brand realising increased interest among the masses because, whenever they view the brand, they associate it with Lupita. 3.1.4 Associative Benefits Celebrity endorsement is also used as a media communication tool to promote a brand because of its associative benefit influence that it has on a brand. Fleck et al. (2012, p. 657) argue that, because celebrities are admired by many people, their endorsement of a brand has a strong persuasive message on their followers. In this respect, by showing the targeted consumers about the benefits that a particular celebrity gains by using a particular product, this makes the fans of that particular celebrity to believe that they also stands a chance to benefit from the brand the same way the celebrity has benefited. Accordingly, this helps increase the consumer’s attachments to the brand, which in turn results in increased sales volume. For instance, (appendix 2) shows that Lupita has smooth and healthy skin as a result of applying Lancome products. Consequently, fans and followers of Lupita across the globe are likely to associate Lancome with healthy and smooth skin as it has done to Lupita, thus resulting in huge brand following and increased sales. This is supported by meaning transfer model proposed by McCracken (1989, p. 316) who noted that in the first stage the meaning that consumers attach to celebrities move from the endorser to the brand, with the meaning consequently being getting consumed the minds of the consumer and finally the acquisition of the meaning of the brand by the customer. 3.1.5 Psychographic Connect The use of celebrity endorsements in brand endorsement creates psychographic connect effect, which helps enhance brand equity and following by the targeted customers (Fleck et al. 2012, p. 652). Building strong brand equity is important for brand success. Fortunately, celebrity endorsements have been identified as important communication tools that brands can use to build brand equity through their psychological connect effects (Gupta 2009, p. 6). Because fans and advertisers adore celebrities, the use of celebrities usually results in huge brand following by fans. For instance, because Beyonce and Lupita are some of the female athletes who are loved by fans, their use as brand ambassadors help enhance brand equity and performance as has been the case with L’Oreal with Beyonce and Lancome with Lupita. 3.2 Risks Associated with Celebrity Endorsements 3.2.1 Derogation of Celebrity Although celebrity endorsements play an important role in brand promotion, the use of stars as brand ambassadors can have adverse implications on a brand. In this respect, it has been observed that, in the event that the reputation of a celebrity derogates after endorsing a brand, this might have far-reaching implications on brand performance (Khatri 2006, p. 28). For instance, if a celebrity behaves badly and the consumers are made aware, this might result in a situation when consumers associate the bad behaviours portrayed by the celebrity with the brand, thus resulting in many customers disassociating with the brand. For example, Tiger Woods, who has been a long-time brand ambassador of Nike, had his reputation derogate following the scandal and this affected the attitudes of consumers towards Nike products that he had endorsed because most consumers associated Nike with Woods’ bad behaviours. 3.2.2 Multi-brand Endorsements There are cases when one celebrity is used to endorse several brands and this can result in overexposure (Fleck et al. 2012, p. 654). Accordingly, the novelty of a star gets diluted in case the celebrity is involved in too many product endorsements, thus resulting in a situation whereby the ad might not have meaningful influence or meaning to the targeted audience. Besides, multiple brand endorsements might be confusing to the targeted audience, thus impacting negatively on brand performance. 3.2.3 The Vampire Effect Celebrity endorsements can also create the vampire effect. The vampire effect is a situation where the brand becomes overshadowed by the celebrity (Gupta 2009, p. 11). This is detrimental to a brand because it results in a situation where the targeted customers get to remember the celebrity instead of the brand being advertised. 4.0 Conclusion Celebrity endorsements have become a common form of brand promotion adopted by companies. The analysis has shown that the increased trend towards the use superstars as brand ambassadors is attributed to the ability of such ads to instil trust and credibility of a brand, ability to grab attention of the masses, their mass appeals, associated benefits and psychographic effects they have on the audience. Nonetheless, celebrity endorsements have risks that marketers must take into account when using celebrities as brand ambassadors, which include risk of celebrity derogation, multi-brand endorsements and the vampire effect. However, to maximize the benefits associated with celebrity endorsements, it is recommended that marketers should ensure that attractive, credible and loved celebrities with good reputations are used to endorse a brand and not those with bad reputations or those who have endorsed multiple brands. References Atkin, C. & Block, M. 1983, "Effectiveness of celebrity endorsers," Journal of Advertising Research, vol. 23, pp.57-61. Erdogan, B. Z 1999, "Celebrity endorsement: A literature review." Journal of Marketing Management, vol. 15, no. 4, pp. 291-314. Fleck, N., Korchia, M. & Le Roy, I 2012, 'Celebrities in advertising: Looking for congruence or likability?: Celebrities in advertising', Psychology & Marketing, vol 29, no 9, pp.651–662. Gupta, S 2009, 'How do consumers judge celebrities’ irresponsible behavior? An attribution theory perspective', Journal of Applied Business and Economics, vol. 10, no. 3, pp. 1-14. Halonen-Knight, E. & Hurmerinta, L 2010, 'Who endorses whom? 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Ohanian, R 1990, 'Construction and validation of a scale to measure celebrity endorser's perceived expertise, trustworthiness and attractiveness', Journal of Advertising, vol. 19, no. 3, pp. 39-52. Schlecht, C 2003, Celebrities impact on branding, Center on Global Brand Leadership. Columbia Business School, Columbia. Spry, A., Pappu, R., & Cornwell, T. B. 2011, 'Celebrity endorsement, brand credibility and brand equity', European Journal of Marketing, vol. 45, no 6, pp.882–909. Appendices Appendix 1: Beyonce Knowles Endorses L’Oreal Appendix 2: Lupita Nyongo Endorses Lancome Read More