Tuesday, December 01, 2009

Role of Celebrity Endorsements in Advertising - STAR WARS : The Battle of the Brands

Role of Celebrity Endorsements in Advertising - STAR WARS : The Battle of the Brands

STAR WARS: The Battle of the Brands     


The moment we switch on our television channels we see the stars/celebrities not in movies or serials but in advertisement of particular brands to promote them. As it has been observed that the presence of a celebrity helps in selling there products and firms invest huge amounts for hiring the right celebrity. Firms invest lots of money in associating their brands with qualities such as attractiveness, likeability and trustworthiness.

The important issue is to match the values or characteristics of the celebrity with values of the brand. Consumers use these products or purchase them because they have been endorsed by a celebrity or well-known personality. On the other hand too much popularity of the celebrity sometimes over shadows the brand. If the celebrity is involved in more advertisement it tends to create confusion amongst the consumers and hence it may create a negative effect in the perception of advertisement and the brand.


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