With celebrities vouching for or promoting their products, brands can increase awareness, trust and familiarity, which are important variables in the purchase decision-making process. Consumers feel more sympathetic towards a brand, if their products are promoted by a celebrity they admire or relate to and with the number of sporting events that have taken place over the last few months the likelihood of celebrity advertising has highly increased around the World building brands in the global marketplace.
Much “match–up hypothesis” research has focused on physical attractiveness. Study One examined physical attractiveness as a match–up factor and its impact on brand attitude, purchase intent and key brand beliefs. In a 2 X 2 experiment, endorser attractiveness and product type are manipulated. They build the brand mostly due to body image and sex reference.
These are the highest paying celebrity endorsement deals of all time.
- George Clooney – Nespresso, Estimated $62 Million. …
- Beyonce – Pepsi, Estimated $50 Million. …
- Taylor Swift – Coca Cola, Estimated $26 Million. …
- 50 Cent – Vitamin Water, Estimated $100 Million. …
- Charlize Theron – Dior, Estimated $65 Million.
With a lot of sporting activities over the last couple of months the likelihood of celebrity endorsements have highly risen and the endorsements by various brands is also likely to be factor to consider. Celebrities feature highly in the minds of consumers and therefore considred for marketing activities.
With the EPL, Champions League, NBA, AFCON, FIFA Women’s World Cup most of these celebrities have featured in newspapers and magazines, television and online and therefore the brand can use them for brand building. For activities that are taking place these personalities can be placed in the ads.
The attractiveness of the celebrities improves especially after the kind of result that they get participating in various activities. Another issue to debate would be how various celebrities rank when it comes to endorsements. A number of celebrities have then got to be featured in ads not forgetting the companies that sponsor the events.
- Betty Kyallo among celebrities contracted recently as the faces of Oppo F11 and F11 Pro phones.
- Mercy Masika says she picks brands that are in line with her passions and those that she has successfully used before.
Catherine Kamau aka Selina has been the face of Harpic, the popular toilet bowl cleaner brand for about six years now. The continued engagement is a testament that the symbiotic relationship between the influencer and the brand has worked well for both of them.
She says relevance is a key element of a successful relationship between a brand and a celebrity; an awkward mismatch never works well for either the brand or the celebrity.
Musician Kenzo Matata has worked with several brands including Sportpesa and 1x bet. For him having a passion for the brand you represent is an important component.
He takes personal responsibility for the products he represents and goes out of the way to find out if the brand is selling. In all the campaigns he participates in, he works hard to educate and expose the public to the brand.
“Loyalty to a brand is the return ticket to an endorsement. When companies see the commitment that you put into representing them they are likely to give you another chance,” he says.
When it comes to dealing with his clients, Chef Ali always places relationship before the paycheck. He recognises that the branding world is a very small world so people talk and share experiences.
credibility or of their attractiveness or because of both of these. … and affirms the impact of celebrity endorsement on customers’ buying intention.