Effectiveness of Endorsement on Advertisement: A Customer Perspective
Gaurav Vashishtha
Download PDF
Abstract
Consumers who are particularly knowledgeable about a product or service or have strongly established
attitudes may be less influenced by a celebrity than those with little knowledge or neutral attitudes. For
example one study found that college-age students were more likely to have positive feelings toward a
product endorsed by a celebrity than were older consumers. Tell is (1998) discussed financial risks as a
risk associated with celebrity endorsements. Celebrity endorsements have become a part of many
advertisers promotional strategy and companies pay millions of dollars each year for the endorsements
of their products by athletes.21 it is important for advertisers to consider if the celebrity endorser is worth
the investment. For example, the costs associated with using celebrities as endorsers are rising. Some
celebrities endorse several products, sometimes even switching their endorsements to rival brands; the
negative publicity generated by some celebrities has added the potential risk of negative impact which
can result in decreased sales.
Keywords: knowledgeable; product; service; attitudes; influenced