Search results
Results from the WOW.Com Content Network
Celebrity endorsements do not guarantee long-term favorable effects. If a celebrity endorser is caught up in a scandal, negative perceptions of the celebrity among consumers can be transferred to the brand, One of the largest profile celebrity endorsement scandals of recent history was the infidelity scandal of Tiger Woods in 2009, at the time ...
An example from the journal Children as Consumers explains how celebrity endorsements in commercials have positive effects on a child's response throughout the sales of toy cars. [41] Cross-promotions of businesses heavily involve celebrity and character endorsements.
Celebrity endorsements have proven very successful in China, where increasing consumerism makes the purchase of an endorsed product into a status symbol. On 1 August 2007, laws were passed banning healthcare professionals and public figures such as movie stars or pop singers from appearing in advertisements for drugs or nutritional supplements .
Predominantly, a brand ambassador is known as a positive spokesperson, an opinion leader or a community influencer, appointed as an internal or external agent to boost product or service sales and create brand awareness. Today, "brand ambassador" as a term has expanded beyond celebrity branding to self-branding or personal brand management.
The celebrity endorsement is as old as time — or since 1882, at least, when a glycerin soap producer enlisted stage actress Lillie Langtry to tell fans how much she preferred Pears “to all ...
Celebrity culture differs from consumer culture in that celebrity culture is a single aspect of consumer culture. Celebrity culture could not exist without consumer culture, as people are consistently buying magazines, apps for celebrities, and other celebrity-related merchandise. Consumers' choices are thus influenced by celebrities' choices.
On the Harris question, 74% said endorsements made no difference and 1% said they were unsure; 14% said celebrity endorsements made them less likely to vote for a candidate and 10% said more likely.
To ensure endorsement is successful, the celebrity should match the brand and the consumer. [31] The effect of using a celebrity endorser that consumers look up to and want to emulate can lead to increased congruence between the values of the consumers and the brand, and improve the relationship between the two.