Celebrity Endorsement

The Influence of Celebrity Endorsement on Consumer Buying Behavior

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A study shows that customers have a better recall of the products if they have been endorsed by celebrities; this proves that the celebrity endorsement actually influences the customers. The study shows that the fact that if the customers are fans or not of the celebrity in cause is not relevant because they will be influenced by it anyway. The human brain recognizes celebrities in the same way it recognizes the people we know in our daily lives.

The concept of linking a celebrity to a brand is considered an influence on the consumers buying behavior and the customers will be more likely to make a purchase in the company’s favor. This means that the customer will be more likely to buy the company’s product over the competitor’s.

It is very important for the companies which are using celebrities to make sure that the celebrity they signed a contract with matches the brand and a background check on the celebrity is also required.

For example, if the celebrity they chosen is involved in trials or has a bad image recently, this will affect the company and the sales will most likely go down instead of going up.

The sales will go up and the partnership will be successful only if the adverts are attractive and they find a way to get to the customers and influence them into making a purchase into the company’s favor.

Celebrity endorsement is the use of famous athletes, movie stars, music icons and television starts in promoting or advertising of goods and services. (Solomon, 2009)

Marketers use the Celebrity Endorsement for a very long time now and it is a part of our life, even if we don’t pay much attention to it. This concept works with our subconscious and it makes us link products to celebrities without even thinking about it.

he statistics show that people are influenced by the celebrity endorsement but only some of them are willing to pay extra money for a product if it is linked to a celebrity they like. This might be because the consumers are price sensitive and this concept, especially for the high fashion items, is not targeted at them. The ideal consumers for this concept are not price sensitive and they are willing to pay extra money just because the celebrity they like is linked to the product.

The YEEZY Brand is one of the most powerful celebrity endorsement collaborations on the market at the moment .

The goal for the YEEZY Brand is to maintain their actual position on the market and to keep their customers satisfied by offering the same high fashion items they offered so far. It is also very important for Kanye West to pay attention to what is happening in his private life and be careful about mistakes because they might hurt the brand image and the sales.