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Celebrity Endorsment

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Celebrity Endorsements According to David Lamoureux, the average consumer sees 3000 to 20000 forms of advertisement a day (2004). One of the most frequent and successful forms of advertisement in this day and age is the use of celebrity endorsement (Gnanapragash, et al, 2004). Celebrity endorsement is the use of famous individuals who demand a high level of respect, trust, recognition and awareness globally or nationally. Such people lend their name and image to promote a product or service (Elberse, Anita, and Jeroen Verleun, 2012). Although the literature covers many theories as to why we use celebrity endorsements, this review will focus on three main themes which are constantly mentioned in the literature. These themes are: Determinants of Celebrity endorsement, reasons for increased usage of celebrity endorsements, advantages and disadvantages of this approach as a brand building strategy. The paper will primarily focus on endorsements as a brand building strategy even though the literature presents these themes in a variety of context.
2. Determinants of Celebrity Endorsement
A celebrity endorser is “an individual who enjoys public recognition and who uses this recognition on behalf of a consumer good by appearing with it in an advertisement” (McCracken, 1989, page 310). Friedman and Friedman state that “a celebrity endorser is an individual who is known to the public for his or her achievement in areas others than of the product class endorsed” (Friedman & Friedman, 1979, page 63).
This chapter will explore several elements which describe what a celebrity should possess to be a successful and solid endorser. The determinants described in this paper are: credibility, expertise, trustworthiness, attractiveness, similarity, liking, familiarity and the match-up congruence with the product. Source credibility depends on expertise and

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