Celebrity Endorsements : Essay

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Added on 2020-11-23

Celebrity Endorsements : Essay

Added on 2020-11-23

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Table of ContentsTopic of Essay “How Celebrities Endorsement is used as a marketing tool in today's businessworld”..............................................................................................................................................1REFERENCES................................................................................................................................6

Topic of Essay “How Celebrities Endorsement is used as a marketing tool intoday's business world”In today’s competitive world, in order to distinguish own identity and brand from the rest,companies strive out to gain leverage. Here, celebrity endorsement has become the most popularchoice for business world to reach potential customers and bring awareness in them about theirproducts and services (Negi, Fern and Jeedigunta, 2018). This essay paper explores the mainpotential of celebrity endorsements that taken as a marketing tool. Here, it is discussed why andhow celebrities’ power is used by business to reach their targeted customers. For this purpose,some arguments are made as per scholarly articles on given key questions as - What is celebrity endorsement? Why mostly all companies are scrambling to get a celebrity for endorsing their products?How celebrities generate more interest and positive press? How does celebrity endorsement aid organisations in influencing consumers purchasing?What is the impact of celebrity endorsement on overall brand of business market? What are the drawbacks of using celebrity endorsement? Celebrity branding:As per the article given by Kevin Harrington (2014), it has been identified that if acompany has a great a product but not effective branding, then it may lead to impact directly onits sales (Celebrity Branding Is Making A Comeback - Tips for Success, 2014). In this regard,celebrity endorsement is considered as most powerful too that helps in boosting a brand. In orderto make plan to get star power for branding a product, it is essential for a firm to understand whatis celebrity endorsement. This term refers to a tactic that features a famous person in order tooffer an endorsement of a brand (Garg and et. al., 2017). For endorsement, famous person can bean athlete, actor, musician, sportsperson, politician or more. As having a celebrity to advertise is considered as a powerful tool for marketing,therefore, to reach target audience, companies do not tend to introduce an international stars.They choose only national celebrities who are familiar with targeted audience because peoplemostly idolise those famous persons who have done something for their nation. Celebrities addbrand value of a company that refers to immediate and palpable (Addo, 2016). Therefore, when afamous person signs an endorsement contract with a company, then it raise an element oflegitimacy i.e. give power to a brand for backing it up (Gong and et. al., 2017). Thus, any brand1

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