A celebrity is a public figure who has gained high visibility. Celebrities have the ability to generate excitement among third-party vendors, create a positive attitude towards their endorsed products, and increase consumer buying intention. The use of celebrities can enhance your brand image, provide you with a unique position in the marketplace, and decrease your customer acquisition costs.
Famous celebrities have the opportunity to interact with their followers through exclusive marketing channels. They also have the chance to remind consumers of the values of their brands. It can be a good idea for a brand to partner with a celebrity who is passionate about the product. When choosing a brand partner, ensure that they are well-liked by their target consumers. Moreover, it is important to select a celebrity who endorses a variety of products. This will help maintain their attention and recall for the brand.
Consumers often evaluate the credibility of a celebrity, their ability to deliver on the promises made, and the attractiveness of their image. As such, celebrity-brand congruence plays a crucial role in consumer behavior. Specifically, Millennials tend to purchase products and brands that represent their self-perception. However, their buying intentions are mainly influenced by their attitude towards the brand.
The word celebrity came from Latin celebritas, which translates to “busy.” Early celebrities embodied both a busy, active life, and a ceremonial aspect. In addition, they were often celebrated for prior accomplishments.
Many individuals aspire to live a lifestyle that matches that of a celebrity. For example, Pele, a Brazilian soccer player, was famous. He was considered one of the greatest players of all time. Similarly, John F. Kennedy and Elvis Presley were both famous for their accomplishments.
During the 19th century, the concept of fame was much more of a mantle than a sought-after commodity. Most public figures were well-known, but did not seem to be pushy or aloof. Consequently, it was rare for them to hire a publicist.
Television and pop music brought new forms of celebrity. Rather than being merely actors, these celebrities also included presenters and reporters. Furthermore, the success of reality television has added to the ambiguity of the term.
Since celebrities have a great influence on endorsed products, it is important to choose the right celebrity. Although there are many celebrities that can become a brand partner, companies should be cautious when choosing them. Companies should make sure that the celebrity endorsers have the ability to work well with their teams. They should also check whether they have the necessary time to dedicate to the project. Moreover, companies should be careful not to overlook the wow factor when they seek funding for their project.
Lastly, it is also important to be aware of the timing of the use of celebrities. Having a celebrity endorser can lower your customer acquisition costs, but it can also lead to negative publicity. If you do not wish to risk the negative impact of a celebrity, it is best to avoid using celebrities who are currently in the limelight. Alternatively, you can focus your efforts on emerging celebrities.
