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Contextualising your practice- Essay

By

[Student Name]

[Course Name]
[Professor Name]
[Institution Name]
Date:
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Table of Contents
1. Introduction..............................................................................................................................2
2. A brief discussion of marketing...............................................................................................2
3. Celebrity endorsements............................................................................................................3
4. Importance of celebrity endorsement in marketing..................................................................3
5. Importance of celebrity endorser..............................................................................................4
6. Congruence in advertisement...................................................................................................5
6.1. Theoretical foundation of advertisements and congruence...............................................5
6.2. Attractiveness as a main congruence based factor............................................................6
7. The Endorser Characteristics Evaluation.................................................................................7
7.1. Source credibility model...................................................................................................7
7.2. Source attractiveness model..............................................................................................7
8. Social learning theory...............................................................................................................8
9. Word of mouth and celebrity endorsements.............................................................................8
10. Dimensions of celebrity endorsements.................................................................................9
Conclusion.....................................................................................................................................11
References......................................................................................................................................13
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“I, your name, certify that this is an original piece of work. I have acknowledged all sources and
citations. No section of this essay has been plagiarized.”
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1. Introduction

The topic of this essay is “Effectiveness of celebrity endorsements in marketing”.

Celebrity endorsements have remained one of the most persuasion forms of advertisements in the

history of marketing as this is the only pragmatic technique of marketing that can help in

influencing the consumer decisions regarding brand loyalty, brand following, purchasing

decisions as well as brand loyalty. There are various important elements of the topic that will be

covered in this detailed essay. The beginning of the essay will be marked by the concept of

marketing, its brief history and the essay will evolve into the main topic of the essay, celebrity

endorsements, talking about what it is and how the concept has associated itself with marketing

and advertisement in the modern days. The essay will dive into more details for finding answers

to some of the main research questions, as follows;

1. What is celebrity endorsements and how are they important and significant

as marketing tool?

2. How is celebrity endorsement a persuasive tool?

3. How is consumer behavior changed with the help of celebrity

endorsements?

2. A brief discussion of marketing

Marketing and the practices of marketing have been known since more than a thousand

years but it has been since the late 19 th century that marketing has been used for commercial

purposes. When it comes to the history of marketing it has been seen that there are two main

branches of history of marketing. Marketing has been used since the period of antiquity. Middle

Ages have seen the upraise of market towns and these have been known for the uprising of the
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tern of marketing since that time (Schimmelpfennig et al., 2020). Several marketing based

instances have been seen in England as well as Europe since the 17 th century. Since the past two

or three decades, a great deal of change has been seen in the overall trends of marketing. The

kinds of ads that used to be seen have changed. They have changed from being mere collection

pictures to complete musical storylines. These changes have been made to make sure that the

attraction of the customers can be brought towards the particular product. For this purpose, the

companies have been seen to use various marketing strategies so that the customers can get

attracted to the particular product. One of these is the usage of well-known celebrities and

personalities in the marketing so that the customers have an attention of the advertisements.

3. Celebrity endorsements

Celebrity endorsements are also known as celebrity branding. This is the kind of branding

and marking that has been known to use the fame as well as following of a celebrity in order to

make sure that a certain product can be promoted. Celebrity endorsers are often used by the

marketers to make sure that the positivity associated with the image of the celebrity can be

passed on with the marketing of the brand (Monge-Benito, Elorriaga-Illera, and Olabarri-

Fernández, 2020).

A celebrity endorser has been known as the person who seeks increased public

recognition and this kind of recognition and fame is used by that person by associating with a

particular brand or a product by appearing in the particular advertisement of the product. The

term marcoms has been used in these cases as these are the kind of ads in which the celebrities

can bring forward their own cultural meanings in the advertisements.

It has been seen that in the case of the celebrity endorsements, the advertisers use the

celebrities to make sure that the particular characteristics as well as the attributes of the products
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can be promoted along with the main benefits of the products as this is thought off as one of the

most practical strategy for marketing and advertisement (Gilal et al., 2020).

4. Importance of celebrity endorsement in marketing

It has been used widely as one of the main strategies for advertisement and marketing.

The importance of celebrity endorsements arises from the fact that it is now termed as one of the

most essential phenomena for modern day marketing. It is also thought of as one of the most

practical and pragmatic approaches towards marketing in the modern days. There are various

kinds of endorsers that can be included in these kinds of marketing. These can include ordinary

consumers, well known celebrities, familiar people, companies as well as animated characters.

One of the main fact is that when these faces are associated with the marketing of any product,

the consumers are more likely to buy the product (Zhang, Xu, and Gursoy, 2020).

There has been an extensive research on celebrity endorsements and the main focus of the

studies has been on the effectiveness of this strategy on its overall influence on the behaviors of

the consumers, especially when it comes to making buying and purchasing decisions, intentions

as well as loyalty towards the company or the brand. It has been seen that immense importance

has been given to the usage of celebrity endorsements as an effective strategy for more effective

communication of message of the brand and to make sure that the purchasing intentions and

behavior of the consumers can be influenced more positively. There is no doubt about the fact

that the celebrity endorsement has been seen to be an effective tool to influence the purchase

decision of the customers, but there are various other kinds of brand attributes that are under a

great influence of this kind of endorsement. This includes brand image, brand awareness, as well

as brand involvement (Aw, and Labrecque, 2020).

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Another important feature of adding celebrities to the marketing and advertisement is that

they tend to add more value to the product and the brand. This means that the product and the

brand will take on from the advantage of public recognition of the celebrity associated with the

brand. The celebrities are casted in the advertisements of the products for the bran as they tend to

attract the attention of the consumers and help in making sure that the brand recall is aided as

promoted. It can be seen that celebrity endorsements help in making the brad more

distinguishable as compared to the other brands or products in the market and it also helps in the

creation of a positive brand image. Thebrey from here it can be seen that it is the minds of the

people that are more influenced by the factor of these endorsements. The changes in the

perceptions of the customers are changes that can bring many changes in the overall behaviors of

the customers. These tend to translate into changes of the decisions of the customers in relation

to their levels of loyalty towards the brand, the level of love for the brand, the positive ideology

of the relative products and purchasing or buying decisions. Thereby from here it can be seen

how these kinds of advertisements can become even more persuasive that can help in enhancing

the purchasing decision of the consumers towards a certain brand (Mulyawati, Handayani, and

Sudiartha, 2020).

5. Importance of celebrity endorser

It has been seen that the celebrity endorser is the one main element that has been seen to

have an increased influence on the purchasing intentions of the customers. It also has a great

length of influence on the perceptions of the consumers about the benefits and overall attributes

of the products. Thereby the level of acceptability of the consumers for the product is also

influenced at a great level. This is based on the fact that the certain celebrity and the fact that has

been used in the marketing is the one who is trusted and loved by the consumers, this brings the
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discussion to the fact that the level of trust is transferred to the overall perception of the brand

being promoted and marketed. This is also one of the main reasons that celebrity endorsement is

considered as one of the most trusted marketing strategy as this technique not only persuades the

customers to buy the product but it alos helps in making sure that the product becomes even

more desirable for the customers since the association of the celebrities (Ambroise, and Albert,

2020).

The personality, the value and characteristics of the chosen celebrity endorser is matched

with the overall characteristics, values and the attributes of the particular product. This is the

level of congruency is the one that has an increased influence on the consumer perceptions that

has an increased influence on brand perception. From here it can be seen that the concept of

congruence has been introduced in relation to celebrity endorsements. It has been seen that

there is an increased level of association and significance of brand-celebrity, and user-brand-

personality congruence with overall levels of brand based attitudes and purchase intentions

related to the brand (Schimmelpfennig, and Hunt, 2020).

6. Congruence in advertisement

The manifestation of congruence of the endorser takes place when the most well-known

characteristics and attributes of the representative person are in line with the characteristics and

attributes of the brand or the product being endorsed. Thereby from here it can be seen that the

congruence can be defined as the level of harmony between the characteristic of the endorser and

the attributes of the brand or the product being promoted, marketed and endorsed. The term

congruence has often been used for fit and match up (Jin, and Phua, 2014).
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6.1. Theoretical foundation of advertisements and congruence

There is in doubt about the fact that there is an increased importance of the impacts of

congruence between the product being endorsed and the endorser in terms of overall level of

brand appreciation, credibility, trust and overall image of the product being endorsed. These

effects have been schematized by Schuler and Lynch in the year 1994 (Gong, 2020). This was

further explained in link with the concept of social adaptation by some of the main studies that

have been conducted by Kamins (1990). And Kahle and Homer (1985) (Saputri, Sarawati,and

Oktafani, 2020). One of the main facts that has been suggested by this theory is that the endorser

makes sure that the level of adaptation is increased with the product in its experimental

conditions. According to the theoretical perspective that has been given by Kamins (1990) that

when there is an existence of certain level of congruence between the product and the endorser

with respect to more prominent attributes of the products, the spokesman is the one that becomes

a prominent source of information that further translates into the effectiveness as well as

credibility, appreciation of the celebrity as well as benefits of the product(Thomas, Fowler, and

Saenger, 2020). Thereby according to these theories, it can be added here that when the celebrity

is used for endorsing and marketing a product, it proves to be beneficial for the product as

overall effectiveness and physical attraction of the product is increased and enhanced. On the

other hand, it can be argued here that the characteristics of the celebrity act on the overall

attributes of the product (Parayitam, Kakumani, and Muddangala, 2020).

6.2. Attractiveness as a main congruence based factor

Attractiveness has been counted as one of the main factor for congruence that has been

seen to be more influential on the receptor perceptions as well as the attributes when it comes to
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a certain product. The hypothesis related to congruence has suggested that the impact of the

celebrity is even more higher when the celebrities are more attractive. There is more effeteness

when there is a fit between the product and the celebrity. Thereby, one of the main argument that

can be made here is that the effectiveness of endorsement lies in the fact that physical

attractiveness of the celebrity is more important when it comes to products that deal with

physical attractiveness. A theoretical perspective that has been given by Mazlan et al (2016)

indicates that in the presence of a better fit between the product and endorser, the outcomes are

very better and positive (Danniswara, Sandhyaduhita, and Munajat, 2020). This also means that

there is an improvement in buying intentions and recall rates. Undoubtedly there are many

companies that have been seen to use celebrity endorsers as the main source of marketing their

products (Araujo, Neijens, and Vliegenthart, 2017). But it has been seen that not all kinds of

celebrities are meant to endorse all kinds of products. Thereby from here it can be seen that the

success of advertising as well as marketing is more dependent on the selection of the endorser.

When attractive endorsers are used for the purpose of marketing, they can lead to more positive

outcomes in terms of marketing and sales of the product. Thereby there is an increased role of

more attractive characters in terms of buying intentions in creating more favorable conditions for

the success of the product (Um, and Jang, 2020).

One of the main studies of Bhavesh Kumar et al (2015) has shown that the attitudes of

the consumers towards the products that are not endorsed are very much different as compared to

the products that are endorsed by attractive and well known celebrities (Zhang, Xu, and Gursoy,

2020).
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7. The Endorser Characteristics Evaluation

There are various important models that have been used for the evaluation of the

characteristics of endorser.

7.1. Source credibility model

This is one of the main models that has been proposed by Hovland and Weiss, 1951. This

model has highlighted the fact that the overall level of effectiveness of the celebrity

endorsements is based on overall procedures of identification. Power, attractiveness and

credibility of the endorser are some of the main attributes that have an increased impact on the

buying decisions of the customers as well as on their purchasing intentions. Thereby this is the

main model that has suggested the fact that the credibility of the sour is the one that influence the

level of message receptivity (Brimah, Olanipekun, Olorunlambe, and Salawu, 2020). Source

credibility can thereby ne highlighted as the degree to which the customer perceives the fact that

all of the information coming from the source or the endorser is reliable as well as positive and

credible. There are thereby two main components that are encompassed by source credibility.

These include loyalty as well as expertise. These are the main factors that have an effect on the

level of reliability of the message as well as its overall level of credibility. Generally, it has been

seen that the celebrities are considered to be more credible and they have greater effects on the

attitudes and buying intentions of the customers as compared to all of the products that are not

endorsed (Rizal, and Syafruddin, 2020).

7.2. Source attractiveness model

One of the main attribute of the source that has been discussed and highlighted in this

model is the physical or nonphysical level of attraction of the endorser. It has been seen that the
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products that are endorsed by more attractive celebrities are the ones that give more positive

ratings. In the case of the dimension of attractiveness of the celebrities, the celebrities are

evaluated on certain criteria that can include expertise, attractiveness as well as trust. Another

main dimension in this case is the credibility dimension (Chatterjee, and Basu, 2020).

Although it has been seen that there are many studies that have shown that more

attractive celebrities are the ones that can bring more positive outcomes. Btu there are various

studies that have shown results on the contrary. Some of the main nonphysical attributes that

may play a role in enhancing buying decisions of the customers include likeness, sympathy and

familiarity. Likeness and similarity is the main attribute that measures the level of sameness and

similarity between the attitudes, preferences, opinions, interests, and actiivties of the audience

and the endorser. There are various young athletes that are not seen to be physically attractive

but they are highly idealized by the young generation teens (Herjanto, Adiwijaya, Wijaya, and

Semuel, 2020). On the other hand, the attribute of sympathy is the one that is defined as the

level of sympathy that is generated by the perceived affection of the customers towards the

product in the presence of the endorser. There are various factors that can play roles in the

generation of sympathy towards the source. These include physical attractiveness, charisma as

well as as live personality. One of the main facts that can be concluded here is that these are the

two main models that have been studied in greater detail to study the effects of celebrity

endorsements (Adiba, Suroso, and Afif, 2020).

8. Social learning theory

It has been seen that the human cognitive behavior is explained in more detail by the

social learning theory. In the context of marketing and celebrity endorsements, this is one of the

main theories that can help in explaining the effects and the impacts that the role models can
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have on the behaviors and decision of the consumers. Thereby from here it can be seen that

celebrity endorsement is the level of agreement between an individual who enjoys public

affection as well as recognition used for the purpose of promotion of a particular product or

entity (Ayuni, and Prasetyawati, 2020).

9. Word of mouth and celebrity endorsements

There is no denying the fact that the decision making in the consumers can be greatly

affected by word of mouth. It is the kind of face to face interaction that takes place between the

receiver and the sender that has been well known for its influence on the buying attitudes of the

consumer and overall perception and ideas of the consumers towards a certain brand. On the

other hand, it has been seen that it can also be used to analyze post purchase behavior of the

customers (Leal, and Ferreira, 2020). It is deemed as one of the most authentic source of

information collected from the customers regarding a certain product. This is based on the fact

that the sender and the source of the word of the mouth is independent of the company of the

product that makes its unbiased. There from here, it can be seen that when people have to make

buying decisions they tend to rely more on face to face interactions to gain more knowledge

about a certain product (Ratanakitcharoen, 2020).

There are three main characteristics of the word of mouth messages. These include

valence that include positive as well as negative impact. Second main characteristics is the

emotive impact that includes depth, vividness, richness, intensity, and emotional appeal that can

be used to shape the values of the people with more convincing and positive outputs. The third
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aspect being the cognitive aspect. This is used for the analysis of the message on more rational

grounds (Aprianingsih et al., 2020).

One of the main facts that need to be mentioned here is that it is not the endorser only

whose characteristics matter when it comes to effectiveness of celebrity endorsement in

advertising as well as marketing. It has been seen that there are various personal characteristics

of the audience that come into action for overall effectiveness of the celebrity endorsements.

Some of the main attributes of the customers that are more important in terms of effectiveness of

marketing include self-satisfaction as well as expression of power. It has been seen that the

customers are more satisfied when they see that the image of the celebrity is transferred to the

product as they acquire the product that was endorsed by the celebrity. Another important

variable that has been highlighted in the studies is that of expression of power. This means that

the individuals that have higher levels of social dominance are the ones that have been seen to

have higher level of peer acceptance (Lubis, and Ariyanti, 2020).

10. Dimensions of celebrity endorsements

There are three main dimensions of celebrity endorsements. These include

trustworthiness, attractiveness and expertise. It has been seen that these three dimensions have

been seen to have an impact on the brand loyalty, brand affection and purchase intention of the

customers.

One of the most important and intervening construct that plays the most important role in

impacting customer behaviors towards making the purchase is the word of mouth. It has been

seen that more important roles are to be played by the expertise, trustworthiness, reliability and

attractiveness of the endorser plays a very important role in effectiveness of the ads that are

based on the concepts of celebrity endorsements (Zhu et al., 2020).

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The essay has highlighted the fact that the most important role is played by the word of

mouth. The three dimensions of celebrity endorsements that have been highlighted are the ones

that are mediated in a detailed manner by word of mouth. It has a strong effect on purchase

intentions, brand loyalty and customer’s preference for the brand. Another important term that

can be mentioned here is e-WOM (Al-gharaibah, 2020). It refers to the conversation and the

chats that take place between people over the internet. Online shopping has gained more

importance recently. Customers tend to buy from the online shopping websites and they tend to

buy, shop from these websites. As a result of their purchase, the customers are asked to leave

reviews on the website about the product that they have bought from the website. In this case it

has been seen that the customers tend to leave detailed reviews of the products that they have

bought, their level of satisfaction with the delivery and payment methods that were offered by

the online shopping service and the level of satisfaction of the customers with the services of

their website. The customers discuss their level of satisfaction and their ideas with the other

customers and this helps the other customers in learning more about the services and products

(Quiterio Capeli, 2019). Thereby the kind of discussion that takes place in the customers over

the internet is also counted in the category of word of mouth. In the case of e-WOM, it also helps

in the mediation of the relationship between the endorser’s level of attractiveness, trust

worthiness, expertise, brand based attitude, consumer attitude to make the purchase and customer

loyalty towards the brand (Anisa, and Widjatmiko, 2020).

It has been seen that it is the normative as well as informational influence that generates

the overall impact of word of mouth. Interpersonal influence is also one of the most important

element. This means that the customer has a bias towards a certain endorser and if the customer

likes or dislikes a certain endorser also plays a role in overall customer intention to make the
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purchase. One of the main examples is that of the female customers. When their favorite female

celebrity endorses a product, these customers are more likely to make discussions on the product

that becomes the word of mouth (Widayati, and Crazy, 2020). This is the overall discussion and

word of mouth that is an important influence on the purchase intentions of the other female

customers. One of the other main examples is that of the sports celebrities. They are the ones that

are very strongly idealized by the young customers and they are the source of word of mouth for

strong impact on buying decisions. Nike is one of the most well-known athletic wear brand that

has been endorsed by various sports celebrities. As the customers follow the sports celebrities,

they see that they wear Nike on them. This is the visuals that make the customers make decisions

about buying and wearing Nike (Thomas, Fowler, and Saenger, 2020). The customers discuss the

sports celebrities, their sports and athletic lifestyles that make them talk more about the products

of Nike. This is the main element that helps in increasing the sales of Nike (Widayati and Crazy,

2020). One of the other main elements that can be mentioned here is that of the level of

attractiveness of the celebrity endorser at the physical level. The fact is that it has been seen that

the physical attractiveness of the celebrity endorser has an impact on the sales of the products.

But there are many examples that have shown that it is not only physical level of attraction that

impacts customer buying decisions. It is the fame and following of the celebrity that matters. An

example is that of Michael Jordan who has been known as a Nike Endorser for years. The well-

known basketball legend has remained in the fame for years and he has been followed and loved

by millions of basketball fans. His presence in any of Nike ads make it worthwhile (Anisa, and

Widjatmoko, 2020).

One of the most important facts that need to be mentioned here is that the trustworthiness

is one of the main elements that develops increased trust of the customers in the brand. It helps in
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enhancing the faith of the customers in the brand and its products. There are various positive

changes that are seen in the customers in relation to the brand based attitudes. Trustworthiness

has been seen as being more important than the level of expertise of the endorser. Thereby, one

of the main facts that can be concluded here is that the customer attitudes are shaped in an

increased manner by the trustworthiness of the celebrity endorser as compared to the level of

expertise (Wei, and Lu, 2013).

Conclusion

The essay has highlighted important concepts related to celebrity endorsements in the

work of advertisements and marketing. Celebrity endorsements have gained great level of

importance since the past few years as one of the most important marketing strategies. This is

based on the fact that there is an increased level of persuasion linked with celebrity

endorsements. The presence of famous celebrities in link with the brand based products is the

one main factor that helps in having more influence on the customer intentions of purchasing and

buying. It has been mentioned in the sections above that there is a certain level of perception of

the customers for the celebrities and their favorite personalities. These can include positive

perceptions of the values and personality characteristics of the celebrities. There are the positive

perceptions that are used by the companies as they select the celebrities for endorsing a certain

product. The level of influence of celebrity endorsements come from the fact that the perceptions

related to the celebrities are transferred to the brand and the product and it is taken to be as

positive and as attractive as the celebrity himself. Thereby, from here it can be seen that the level

of persuasion and influence that is offered by the celebrity endorsements is much higher than any

other kind of marketing strategy. The essay has highlighted various theoretical foundations of

celebrity endorsements as a tool for marketing strategy. On the other hand, it has been seen that
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the companies need to make sure that they match the characteristics of the celebrity endorser

with that of the product. This is one of the main strategy with the help of which much better and

favorable outcomes can be gained by the companies. There is no doubt about the fact that

celebrity endorsement is one of the most successful tools of marketing. This is the main

technique with the help of which preferences can be changed and the attitudes and behaviors can

be changed. But this level of effectiveness is also based on the fact that the markets chose the

right endorser. Thereby in conclusion, it needs to be mentioned here that the markets need to

make the right decision.

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