| The society that we live in can not only be called | | | | and the brand. So its very difficult to say whether |
| secular or democratic, it should be more appropriately | | | | celebrity endorsement creates a positive or a negative |
| termed as over-communicated these days.Today | | | | impact on brands. |
| 'Celebrity Endorsement' has attracted immense debate | | | | Lets see to the positive impacts of celebrity |
| on whether it really contributes to the brand building | | | | endorsement.: Approval of a brand by a star fosters a |
| process or whether it is just another lazy tool to make | | | | sense of trust for that brand among the target |
| the brand more visible in the minds of the consumers. | | | | audience. This is especially true in case of new |
| Although it has been observed that the presence of a | | | | product. Celebrities ensure attention of the target |
| well-known personality helps in solving the problem of | | | | group by breaking the clutter of advertisements and |
| over-communication that is becoming more prominent | | | | making the advertisement and the brand more |
| these days, there are few undesirable impacts of this | | | | noticeable. A celebrity's preference for a brand gives |
| practice on the brand. | | | | out a persuasive message and hence, because the |
| Firms invest huge amounts as advertising expenditure | | | | celebrity is benefiting from the brand, the consumer will |
| for hiring the right celebrity. However there lies | | | | also benefit. Michael Jordan is Nike's "Air" and Pierce |
| uncertainty with respect to the returns that the | | | | Brosnan is Omega's "Seamaster." |
| company might be able to garner for the brand. The | | | | Another invaluable benefit from celebrity |
| issue of matching the values of the celebrity with the | | | | endorsements is the public relation opportunities. |
| brand values is also very important, i.e. getting the right | | | | Negative impacts of Celebrity Endorsement on the |
| celebrity to endorse the right brand. Consumers | | | | brand |
| perceive the brand as having superior quality because | | | | More often talked about is the extreme usage of a |
| it has been endorsed by a credible source. This makes | | | | celebrity called 'lazy advertising', that is inadequate |
| endorsement as one of the indictors of quality for any | | | | content masked by usage of a celebrity15 . A good |
| brand. Corporate credibility along with endorser | | | | example is the use of Boris Becker by Siyaram and |
| credibility plays a significant role in the attitude of the | | | | Steve Waugh by ANP Sanmar. Also as said earlier, |
| consumer towards the brand and the advertisement | | | | associating with a star, in itself does not guarantee |
| respectively. On the other hand, the over popularity of | | | | sales. There is also the fear of Brand-celebrity |
| the celebrity sometimes overshadows the brand. If the | | | | disconnect which points out that if the celebrity used |
| celebrity is involved in multiple endorsements, it tends to | | | | represents values that conflict with the brand values, |
| create confusion among consumers and hence | | | | the advertising would create conflict in the minds of the |
| negatively affects the perception of the advertisement | | | | target audience. |
