The paper “ Celebrity Endorsement in Advertising of Luxury Goods and Celebrity Endorsement Impact on Consumers“ is an inspiring variant of literature review on marketing. Celebrity endorsement has increasingly become a significant part of the marketing strategy in some of the major enterprises with the aim of supporting a brand and corporate imagery, especially for luxury brands (KV, 2012). Many organizations have invested a significant amount of resources in juxtaposing organizations and brands with some endorser qualities like trustworthiness, likeability, and trustworthiness. These businesses trust that these positive qualities could generate some desirable campaign outcomes and operate in a way that is transferable particularly for luxury goods (KV, 2012).
However, there are also possibilities that celebrities' qualities could be undesirable, irrelevant, and inappropriate. The qualities of the celebrity endorser will then have some effect on consumer behavior and how they perceive a product to be. Therefore, the primary question becomes; how can organizations make a selection and retain the ‘ appropriate’ celebrity among the various competing options? How can the same organization manage this resource simultaneously while at the same time managing the possible pitfalls?
(KV, 2012). 4.2 Luxury GoodsMost consumers in the UK often purchase luxury brands because of their self-expression, hedonic, quality, scarcity, and unique attributes (Atwal and Williams, 2009). Regardless of the increased growth of the luxury products in the market as well as the rich knowledge about them, a lack of consensus as to what entails a luxury brand still exists. The behavioral and social psychology has gone ahead to define the consumption of luxury products as being motivated by the interactions influences, and opinions of other people (Atwal and Williams, 2009).
The consumption of luxury goods is also influenced by some internal factors like emotions and feelings. Therefore, these products are usually consumed either for positive and status impressions, social recognition, or for some hedonic reasons (Atwal and Williams, 2009). 4.3 How Celebrity Endorsement Impact ConsumersThe effectiveness of celebrity endorsement in advertising can be explained through Kelman’ s processes of social impacts and influence (Kelman, 2001). As Kelman (2001) explains, three processes of social influence exist which then leads to a person adopting a particular attitude which is advocated by the communicator. 4.3.1 Internalization, Identification, and ComplianceInternalization, when explained as a process of social influence, is said to have taken place when consumers adopt the behavior or attitude of another individual because the alternative behavior is perceived as sincere and honest and is also congruent with their personal value systems (Kelman, 2001).
However, the efficiency of celebrity endorsement in advertising has not been associated with this process traditionally. This is because the reason for a celebrity to promote a particular product can be attributed easily by the consumer as the motive of just getting the advertisement fees which is an external motive or an internal purpose which is the real belief of the celebrity in the benefit and value of the product (Kelman, 2001). The second element of Kelman’ s process regarding the impact of celebrity endorsement on consumer behavior on luxury goods is identification (Kelman, 2001).
Identification is applicable to a particular situation where the customers tend to emulate the behavior and attitudes of another person or group of people (Kelman, 2001). This is simply because many consumers, especially for luxury products, aspire to be like the celebrity individual or group.
This is that forms the basis for referent power where it was established that celebrities are usually more commonly liked and trusted as compared to the typical consumer spokesperson (Spry, Pappu, and Bettina Cornwell, 2011).
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