Celebrity and Stardom: Examining Marketing, Endorsement, and Influence

This report delves into the multifaceted relationship between celebrity, stardom, and marketing, examining how celebrity endorsements influence consumer behavior and brand promotion. It explores various models, including the source credibility model and the source attractiveness model, to understand how celebrities impact advertising effectiveness. The report highlights the role of celebrities as role models and their influence on purchasing decisions, emphasizing the limited lifespan of both celebrities and commodities. It also discusses the evolution of celebrity culture and its connection to consumerism, with references to key theorists and studies in the field. The report emphasizes the importance of celebrity endorsements in modern advertising strategies and their impact on business success.

Celebrity and Stardom
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Author’s Note

The worship of celebrity is being condemned every day in public. It is assumed to be the false
interpretation inside the mind and a fake consciousness about individual slavery. It has been
referred by Chris Rojek as the “ Devil’s Work” (Cinque 2019).
At present, a strong connection between celebrities and fans have been observed. It has a higher
level of emotional attachment which draws the intense feelings on the celebrities within a
positive emotional dependence. A relation has been speculated between celebrity worship and
religious worship.
Celebrity endorsement is a vital part of advertising strategy today. The companies get the success
and achievement depending on the celebrity endorsement, and promotion of the business and
products can be very smooth. The benefit of celebrity endorsement reflects in the business
through a commotion in the human mind. As many of the people regard celebrities as the role
models, and it influences them to purchase a product (Dahlke 2015).
The term celebrity refers to various personalities, including the sportspersons, the actors, the
entertainers and artists. Both celebrities and commodities have a limited life span after a certain
time. The celebrities may relate to the endorsement of shoes, makeup commodities and many
other products.
According to DeBono and Harnish, celebrities are attractive that helps in pursuing the concerned
consumer acceptance in society. The brand function is the meaning of identification to the
consumers, which reduces the costs of search, effort and perceives the risks. The decision -
making has been facilitated, and it enables in providing the guarantee of quality and reliability.
The young adults or the teenagers easily consider the public figures such as the film stars, the
political leaders, the artist, the athletes, singers, dancers as the role models. They have always
preferred in placing those characters in the top idol list (King 2015).
However, the idol worship has the doctrine of being the pop-artist worship that requires
intelligence and talent. The romanticism of the film stars and the movie stars are highly
appreciable and idealized to the young people as the idols. This point produces vanity and
people's extravagant imaginations. Pop-artist worship is a stimulator of the sense of the people.

The source credibility works as the attraction toward the physical charm. It related to the positive
characteristics of the endorser. It increases the persuasion level and acceptance level in the
process of advertising.
The source of credibility model has referred to also as the Source Attractiveness Model. The
source credibility model measures the effectiveness of celebrity athletes and endorsers. The
choices of celebrity endorsers are considered to be taken with two primary models. These are –
source credibility model and source attractiveness model (Marshall 2015). The source credibility
model influences the endorsers to be effective with acquiring expertise and trustworthiness.
Ohanian in 1990 included the measurement appeal that is connected to the model. The engaging
source proves the model to be endorsed with the consumers from similar, likable and familiar
perspectives. The data has provided on the celebrity endorsers that is including the focus on the
obstacles of the marketing process. The endorsement is effective models that include the Match-
Up Hypothesis, the Source of Credibility Model, and Transfer of Meaning Process. The source
credibility model and attractiveness model are related to the components and inspect the
incorporated elements of these models.
McCraken has stated a celebrity endorser as the individual who enjoys being publicly
recognized. The uses of the recognition rather appear in the advertisement on behalf of the
consumer.
The celebrity plays a major role in influence while branding. Some of the celebrities help in
engaging consumers with the brands. Lead the consumers in purchasing the products of the
brands, and moreover, they hold the process of time reduction for moving towards the action
from the awareness (Ribke and Bourdon 2017).
The brand care by the celebrities has been stated by Joseph (1982) the physical attractiveness and
positive consumer effect that evaluates and opines for the product.
Gupta (2003) determines that celebrity can be successful in attracting the consumer's attention
and target the customers through the penetration of interest and desire.

Till and Busler 1998 has stated within the majority of the celebrity endorsers who remain
concerned with the celebrity endorsers effectiveness. It promotes the little management that
celebrities can endorse the brand.
References:
Cinque, T., 2019. Celebrity conferences as confessional spaces: the aca-fan memory traces of
David Bowie’s stardom. Celebrity Studies, 10(1), pp.44-59.
Dahlke, P., 2015. Stardom as Synthesis.
King, B., 2015. Stardom, Celebrity, and the Moral Economy of Pretending. A Companion to
Celebrity, pp.315-333.
Marshall, D., 2015. Celebrity and public persona. Oxford University Press.
Ribke, N. and Bourdon, J., 2017. Peripheral Stardom, Ethnicity, and Nationality: The Rise of the
Argentinian Ricardo Darin From Local Celebrity to Transnational Recognition. Communication,
Culture & Critique, 10(4), pp.712-728.