<abstract xmlns="http://www.w3.org/1999/xhtml">

<p>Celebrities are, in recent years, a popular way to draw the consumer’s attention to an advertisement. In an age with an abundance of details and advertising, the celebrities ‘ glamour has the power to increase the advertised product’s exposure and to attract the attention of the consumer. Several researches have focused on analyzing the impact of celebrity endorsement on the success of brands by pointing out the importance of the match between the celebrities’ personality and the image of the endorsed brand. Besides the positive aspects, there have been also pointed out the different disadvantages of using celebrities in advertising such as the overshadowing effect or the exaggerated costs involved. The results of our quantitative research have shown that, although there is not a high declared interest in celebrity endorsement, it has a role especially in shaping the social status of the consumer and that women are more attracted by celebrity endorsed product in comparison to men. :</p>
</abstract>

Celebrities are, in recent years, a popular way to draw the consumer’s attention to an advertisement. In an age with an abundance of details and advertising, the celebrities ‘ glamour has the power to increase the advertised product’s exposure and to attract the attention of the consumer. Several researches have focused on analyzing the impact of celebrity endorsement on the success of brands by pointing out the importance of the match between the celebrities’ personality and the image of the endorsed brand. Besides the positive aspects, there have been also pointed out the different disadvantages of using celebrities in advertising such as the overshadowing effect or the exaggerated costs involved. The results of our quantitative research have shown that, although there is not a high declared interest in celebrity endorsement, it has a role especially in shaping the social status of the consumer and that women are more attracted by celebrity endorsed product in comparison to men. :

The role of celebrities for the image of endorsed products

Proceedings of the International Conference on Business Excellence

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

{"article-title":"The role of celebrities for the image of endorsed products"}

Celebrities are, in recent years, a popular way to draw the consumer’s attention to an advertisement. In an age with an abundance of details and advertising,...

The role of celebrities for the image of endorsed products

Published Online: Jul 27, 2020

Page range: 838 - 846

DOI: https://doi.org/10.2478/picbe-2020-0080

Keywords
celebrity endorsement, consumer, advertising, attention, eye-tracking, neuroscience, brand identity, human brands, social media, commitment

© 2020 Adriana Opris et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

The role of celebrities for the image of endorsed products

Published Online: Jul 27, 2020

Page range: 838 - 846

DOI: https://doi.org/10.2478/picbe-2020-0080

Keywordscelebrity endorsement, consumer, advertising, attention, eye-tracking, neuroscience, brand identity, human brands, social media, commitment

© 2020 Adriana Opris et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Keywords
celebrity endorsement, consumer, advertising, attention, eye-tracking, neuroscience, brand identity, human brands, social media, commitment