The Impact Of Celebrity Endorsements On Brand Awareness 

Celebrity endorsements are not new, and brands have been using this marketing strategy for decades. Even today, businesses look for popular celebrities and influencers to market their brand on various platforms. Apart from that, as per the findings of many studies, the presence of celebrities influences consumer choices a lot. Hence, it is essential to learn the impact of celebrity endorsements on brand awareness. 

In this article, you will learn how popular personalities can help a lot in brand awareness. Here, you will learn about some of the major marketing strategies that companies use to improve brand awareness and bring in new customers. Furthermore, this article will give brief details about the marketing strategies brands use. Finally, this article discusses the major negatives and positives of using celebrity endorsements for brand awareness. 

Impact of Celebrity Endorsements: A General Overview 

According to an article by the Wharton School,

“People are more likely to choose products that are endorsed by a celebrity rather than a non-celebrity, and they make that choice faster. Viewers had less pupil dilation when choosing a product that was advertised with a celebrity, an indication that they were spending less time deliberating their choice and were more confident about their decision.” 

The impact of brand awareness on brand awareness depends upon four aspects – attractiveness, product matchup, credibility, and transfer of meaning. All these four aspects combine to create the effectiveness of celebrity endorsements. 

Research from a variety of sources explains that a celebrity’s credibility has a positive effect on customers’ purchase decisions. Apart from that, celebrities are also able to transfer meaning that enables a customer to buy certain products and services.  

Apart from that, celebrity endorsements also make a product more attractive than the ones that do not have celebrity endorsements. Hence, consumers are able to recall the need for the product much more easily. 

In general, celebrities have the ability to persuade. This is because it is inherent in human evolution and biology. Hence, people have the tendency to align themselves with what the celebrity says or does.  

Impact of Celebrity Endorsements: What Marketing Strategies Work? 

As companies sign up famous celebrities, they get into an advantageous position when it comes to marketing. Generally, according to marketers, getting celebrity endorsements is one of the biggest rewards. This is because it helps build up credibility, enhances the level of trust, and gets the attention of the general consumer. As a result, it helps in impacting the buying behavior of the consumer. 

According to Kaltura,

“Celebrity endorsement, also known as celebrity branding or celebrity advertising is a marketing strategy that uses a celebrity’s fame and image to promote a brand or product. Other use cases include not-for-profit organizations that leverage a celebrity’s fame to raise awareness or funding around a cause. Or event marketers leveraging a celebrity’s fame and popularity to create buzz and prestige around their virtual or hybrid event.” 

Furthermore, celebrity endorsement also works as a success factor for marketing. This is because if a normal person tries to convince a general consumer, there is a high possibility that the consumer might not believe the person. Meanwhile, if a celebrity says that a product is good, it enables the consumer to believe that the product might be good enough. 

What is the Impact of Celebrity Endorsements on Brand Awareness? 

Celebrity endorsement is a powerful marketing technique since it can draw the attention of the general public. Furthermore, once a general consumer sees a celebrity advertise a product, it sticks to their memories. In addition to that, celebrity endorsements also help in adding a touch of glamor and desirability to the product. Hence, consumers have a better response to the endorsement.  

When the topic is marketing communications, it helps make the concept of celebrity endorsements vital to the process. However, when you take the idea of celebrity endorsements and place it to the requirements of modern times, you will get influencer marketing. 

Influencer Marketing: Celebrity Endorsement in the Digital Era 

According to Influencer Marketing Hub,

“Influencers, unlike celebrities, can be anywhere. They can be anyone. What makes them influential is their large followings on the web and social media. An influencer can be a popular fashion photographer on Instagram, or a well-read cybersecurity blogger who tweets, or a respected marketing executive on LinkedIn. Within any industry, there are influential people—you just have to find them.” 

In influencer marketing, the major aspect is that the need for marketing does not revolve around celebrities only. Here, brands also collaborate with influencers on various social media platforms as well. Apart from that, brands also collaborate with people who do not consider themselves celebrities in an offline setting. 

The following are some of the major characteristics of an influencer: 

• An influencer has the power to affect the purchasing decisions of their followers or the target consumer. This is because the influencer has the knowledge, position, and authority to make an impact on the audience. 
• Influencers, in general, follow a distinct niche. This helps the influencer to actively engage with their audience. Here, the size of the following depends on the topic niche. 

You must realize that all influencers, when they collaborate with a brand, come with a strong following and an enthusiastic audience. Hence, it is not an accident that the followers are actually listening to the influencer and not the brand that the influencer is working with. 

Here, you need to understand that the consumers that you are targeting with the help of the influencers do not really care about your brand. Basically, the consumers, as followers, are listening to the opinions of the influencer. Hence, if an influencer walks away from your brand, the followers of the influencer will likely walk away, too.  

Impact of Celebrity Endorsements: The Positives 

The following are some of the major positives of the impact of celebrity endorsements on brand awareness: 

• If you feature a celebrity for your brand, it will help you communicate to your target audience better. This is because you are already using a famous personality or an influencer. 
• Celebrities, with knowledge, can help with better advertising, too. This works for the brand as it becomes more popular, and it stands out from its competition. As a result, it also helps in improving the brand image. 
• Celebrity endorsements can also help your brand enter a different market. This is one of the major tools that top brands use to enter a foreign market. 
• Due to a high recall by celebrities, the products that are endorsed by celebrities stand out from the competition in the marketplace. 
• Celebrities help breathe life into a brand that might be falling because of less consumer interaction. 

Impact of Celebrity Endorsements: The Negatives 

The following are a few negative impacts of celebrity endorsements on brand awareness: 

• If a celebrity is too big for your brand, they will overshadow your brand and your products/services. Hence, it is important to choose the right celebrity for your brand. 
• Some celebrities like to endorse different products at the same time. They just work for money. This can negatively hurt your brand if your target consumers associate your brand with the celebrity. 

• If there are celebrity scandals, there can be a negative influence on your brand. There are many examples of tarnishing brand image due to celebrity scandals in the news. 

Wrapping Up 

Hope this article was helpful for you in getting a better understanding of the impact of celebrity endorsements on brand awareness. Hence, if you want to get access to a loyal following and convert them into target customers, you must go for celebrity endorsement. However, you need to ensure that you choose the right celebrity based on the needs and demands of your brand. 

Do you have more information to add on celebrity endorsements? Consider sharing your ideas and opinions in the comments section below. 

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