Celebrity branding or celebrity endorsement is a form of advertising campaign or marketing strategy used by brands, companies, or a non-profit organization which involves celebrities or a well-known person using their social status or their fame to help promote a product, service or even raise awareness on environmental or social matters. Marketers use celebrity endorsers in hopes that the positive images of the celebrity endorser of the brand will also be passed on to the products or the brand image associated with the celebrities.
The study highlights that 32 per cent consumers say that celebrity endorsement influences their purchasing decision.
When the audience spots famous individuals promoting a new product they are prompted to buy that product.
A celebrity’s popularity in the masses turns out to be an important criterion in selling a particular product. It is more the trust and love for the celebrity than the quality or durability of a product to be sold. The celebrity endorsement influences the minds of the consumers. Consumers perceive the brand as having superior quality because it has been endorsed by a credible source; this makes endorsement as one of the indicators of quality for any brand.
“Content is the queen and the celebrity is great as an additional booster to that. Once you have figured out your brand identity and your ethos then get the right people to promote who you are,” says Malini Agarwal, Founder & Blogger-in-Chief of MissMalini.com.