What is the role of celebrity endorsement in marketing communication Essay

What is the role of celebrity endorsement in marketing communication - Essay Example Celebrity endorsement is a method of brand communication whereby a celebrity uses his or her popularity and acts as a spokesperson for a particular product. Celebrity endorsements are seen to have a long lasting impact upon minds of consumers. A celebrity is an individual who enjoys public attention and are famous for their achievements. In celebrity endorsement, celebrities use their recognition on behalf of a product and appear alongside it. While choosing celebrities for endorsing products, firms should keep in mind that there must be an adequate match between characteristics of the product, personality of the celebrity and nature of target consumers. It is necessary for the target market to have adequate familiarity with the celebrity endorsing a product. There should be a symbolic match between brand image and that of the celebrity (Nelson, Tunji and Gloria, 2012). For instance, a brand selling sports shoes can endorse its products through a famous sports personality. Companies try to associate qualities of a celebrity with that of the product. Through celebrity endorsements, it becomes easier for consumers to recall ads while viewing the product. In order to gain these kinds of advantages, companies pay huge sums of money to celebrities and align their products and brand with the endorsers (Kansu and Mamuti, 2013). The contract between celebrities and the brand for the purpose of endorsing products are generally made for a considerably long time. Firms that choose celebrity endorsement for their products are not seen to frequently change face of the brand. This helps in establishing stronger identity and brand image. Celebrity endorsements are largely viewed as a long-term strategic decision, which affects brand’s value in the market (Academia.edu, 2013). The individual who endorse a product helps in creating strong perceptions about the brand. When consumers view the