IMPACT OF CELEBRITY ENDORSEMENT ON BRAND IMAGE BUILDING | by Trisha Nandy | Mar, 2023

The popularity of the celebrity endorser is an important factor for any brand to build its image and also run a successful advertising campaign. Celebrity advertising is a profitable venture for a brand to build its image. All constructs like likeability, familiarity, and credibility are positively correlated to one another and play a pivotal role in the selection of any
celebrity endorser for a brand. The credibility of a celebrity contributes significantly to consumer buying intension and brand image building.

Celebrity endorsements help the common masses in brand recall and recognition. Indian market is brimming with different products and numerous brands. With time, consumers’ preferences and attitudes
toward life are also changing. In this highly competitive world of marketing, celebrity endorsements are an inevitable part of the advertising and marketing industry. A brand that is facing stagnation in the market or incurring losses due to high competition can go for celebrity endorsements.

In India, celebrities are still worshipped as God and they get huge public confidence. So, a brand can go for celebrity endorsement if they face any unforeseen situation in the market. But a brand needs to be careful as there should be a proper match between the products and the celebrity. This marketing strategy of celebrity endorsements is the best fit for lesser-known brands. It helps them to earn people’s recognition. Celebrity endorsements will show steady growth in the future if they can be used consistently over time.

If an advertiser of a brand can skillfully portray such characteristics and the communications that are upheld by celebrities, then it can lead to a powerful representation of the advertisement campaign. Celebrity endorsements increase more visibility of the brand and help in consumer recognition. The practice of celebrity endorsements has gradually increased over time and is used for product promotion and brand building. Brands try to build a certain image and associate themselves with a certain set of beliefs, representations, and feelings that are showcased by the celebrities associated with the brand.

A popular celebrity can work wonders for a brand. Controversy is the biggest enemy associated with a celebrity. It can really harm a brand’s image. The loss of credibility of celebrities also affects the brand perception of people. Other effects include celebrities overshadowing the brand, and expensive. These negative effects of celebrity endorsements can change people’s perception of a brand.

The practice of celebrity endorsements has gradually increased over time. Celebrity endorsements will show steady growth in the future if they can be used consistently over time. If an advertiser of a brand can skillfully portray such characteristics and the communications that are upheld by celebrities, then it can lead to a powerful representation of the advertisement campaign.