{"id":43850,"date":"2023-09-27T09:30:49","date_gmt":"2023-09-27T09:30:49","guid":{"rendered":"https:\/\/bornrealist.com\/?p=43850"},"modified":"2023-09-27T09:30:49","modified_gmt":"2023-09-27T09:30:49","slug":"from-star-to-brand-ambassador-how-celebrities-shape-consumer-choices","status":"publish","type":"post","link":"https:\/\/bornrealist.com\/from-star-to-brand-ambassador-how-celebrities-shape-consumer-choices\/","title":{"rendered":"From Star to Brand Ambassador: How Celebrities Shape Consumer Choices"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Celebrity promotion is a standard marketing practice in almost any industry. You can see it everywhere \u2013 from social media to billboards. It is so prominent that one might wonder how it influences consumer behavior.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Whether you want to use this method for your small student business or want to be aware of your shopping patterns, it is a fascinating research subject.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you are worried that a deeper dive into the psychology of star marketing will contradict your online learning schedule, there is a way out. Professional assistance platforms are ready to handle any student issue you have. \u201cWill they <\/span><a href=\"https:\/\/essay-reviews.com\/domyessay-review\"><span style=\"font-weight: 400;\">do my essay reviews<\/span><\/a><span style=\"font-weight: 400;\">, though?\u201d- you might ask. The answer is yes, they will do that if you want.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Experts are ready to step in and ensure your academic performance is always on top, and you get the best grades. So, why not use your free time to learn about something exciting?<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-43853\" src=\"https:\/\/bornrealist.com\/wp-content\/uploads\/2023\/09\/content-pixie-6DhFyA4JLsc-unsplash-scaled.jpg\" alt=\"\" width=\"2560\" height=\"1707\" srcset=\"https:\/\/bornrealist.com\/wp-content\/uploads\/2023\/09\/content-pixie-6DhFyA4JLsc-unsplash-scaled.jpg 2560w, https:\/\/bornrealist.com\/wp-content\/uploads\/2023\/09\/content-pixie-6DhFyA4JLsc-unsplash-300x200.jpg 300w, https:\/\/bornrealist.com\/wp-content\/uploads\/2023\/09\/content-pixie-6DhFyA4JLsc-unsplash-1024x683.jpg 1024w, https:\/\/bornrealist.com\/wp-content\/uploads\/2023\/09\/content-pixie-6DhFyA4JLsc-unsplash-768x512.jpg 768w, https:\/\/bornrealist.com\/wp-content\/uploads\/2023\/09\/content-pixie-6DhFyA4JLsc-unsplash-37x25.jpg 37w, https:\/\/bornrealist.com\/wp-content\/uploads\/2023\/09\/content-pixie-6DhFyA4JLsc-unsplash-450x300.jpg 450w, https:\/\/bornrealist.com\/wp-content\/uploads\/2023\/09\/content-pixie-6DhFyA4JLsc-unsplash-30x20.jpg 30w, https:\/\/bornrealist.com\/wp-content\/uploads\/2023\/09\/content-pixie-6DhFyA4JLsc-unsplash-780x520.jpg 780w\" sizes=\"(max-width: 2560px) 100vw, 2560px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Source:<\/span> <span style=\"font-weight: 400;\">https:\/\/unsplash.com\/photos\/6DhFyA4JLsc<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Why and How Celebrity Advertisement Is Used<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">It is a marketing strategy that started in the 19th century and only grew more prominent. The idea is to get brand endorsement by partnering with a celebrity. It can be anyone well-known and loved by the general public and the target audience.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Such partnership is also beneficial for promoting non-profit organizations and raising awareness. Overall, star marketing is mainly used in three cases:\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">To increase brand awareness in the long run;<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">To increase sales short-term;<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">To promote a new line, product, or branch.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">For companies, it is crucial to understand who they decide to partner with and how it corresponds with their values. A celebrity\u2019s audience needs to align with the company\u2019s target audience. Otherwise, the campaign might be unsuccessful.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Companies also choose this strategy to be on top of the competition and stand out from other similar producers. Partnering with famous people might change the narrative about the company and provide better PR.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Celebrity Endorsement Types<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">There are several options when it comes to partnering with someone. A company might want to pay them for one campaign or turn someone into a brand ambassador. The common types of such collaboration are:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Ads and commercials<\/b><span style=\"font-weight: 400;\"> when someone is starring in the content;<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Live event appearances<\/b><span style=\"font-weight: 400;\"> of celebrities wearing apparel or enjoying a product;<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Celebrity product lines<\/b><span style=\"font-weight: 400;\"> when the company creates a new product or collection in partnership with a person;<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Ambassador<\/b><span style=\"font-weight: 400;\"> \u2013 a person who takes part in all actions mentioned above;<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>A spokesperson<\/b><span style=\"font-weight: 400;\"> is similar to being an ambassador, but this term is used for non-profit organizations rather than brands.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">In recent times, more people have gained access to such partnerships. It is no longer about A-list actors and athletes. Influencers are regularly partnering with brands on social media.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It is also common to have such campaigns with people with a relatively small yet loyal following. Companies value influencers\u2019 trustful relations with their audiences and want to capitalize on that.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Does Celebrity Endorsement Work?<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Interestingly, the research in this regard shows different results and aspects. Here are some interesting studies to consider.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A study published in the Journal of Marketing Management in 2019 (35\/3) provides exciting insights. It states that the relations between a celebrity and their audience can predict consumers\u2019 views of the brand and purchasing behaviors.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It means that the effectiveness of such a partnership depends hugely on the type of relations with fans. Whether the audience sees a person as a role model is crucial. The tighter the connection between a person and the fanbase, the more positive response the brand gets.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Another valuable insight is that the amount of companies a celebrity promotes impacts consumer behavior. If a person partners with multiple brands simultaneously and features various ads, the audience is less likely to buy one of these products. It explains why ambassadors exist.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In such cooperation, a celebrity works exclusively with one brand in the industry. It creates a much stronger association between them. Thus, the audience is more likely to associate positively with the company. And customers are more likely to buy the product.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The study shows that the relations between companies, personalities, and audiences are complex and cover various factors. But the most successful campaigns deal with audiences that view a celebrity as a representation of their ideal self. So, it is someone they relate to on a deep level.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Another interesting study was published in the International Journal of Humanities and Applied Social Sciences in 2018 (3\/11). It focused on Lebanese adults and their behaviors based on celebrity endorsement.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">81% of respondents follow celebrities on social media. 29% of respondents have purchased something advertised by a famous person on social media. 18% said they might have done that but couldn\u2019t be sure. It is important to note that such endorsement can have a subliminal influence besides the direct one. Also, 65% of adults agreed that celebrity marketing is more effective.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So the answer is yes, celebrity endorsement works. However, it is much more multifaceted than it seems at first glance.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It won\u2019t make you buy something you hate. But it is powerful when it comes to the area of doubt (whether you need this product or not).<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-43851\" src=\"https:\/\/bornrealist.com\/wp-content\/uploads\/2023\/09\/anthony-fomin-86FS7rESSg0-unsplash-scaled.jpg\" alt=\"\" width=\"2560\" height=\"1685\" srcset=\"https:\/\/bornrealist.com\/wp-content\/uploads\/2023\/09\/anthony-fomin-86FS7rESSg0-unsplash-scaled.jpg 2560w, https:\/\/bornrealist.com\/wp-content\/uploads\/2023\/09\/anthony-fomin-86FS7rESSg0-unsplash-300x197.jpg 300w, https:\/\/bornrealist.com\/wp-content\/uploads\/2023\/09\/anthony-fomin-86FS7rESSg0-unsplash-1024x674.jpg 1024w, https:\/\/bornrealist.com\/wp-content\/uploads\/2023\/09\/anthony-fomin-86FS7rESSg0-unsplash-768x506.jpg 768w, https:\/\/bornrealist.com\/wp-content\/uploads\/2023\/09\/anthony-fomin-86FS7rESSg0-unsplash-37x25.jpg 37w, https:\/\/bornrealist.com\/wp-content\/uploads\/2023\/09\/anthony-fomin-86FS7rESSg0-unsplash-450x296.jpg 450w, https:\/\/bornrealist.com\/wp-content\/uploads\/2023\/09\/anthony-fomin-86FS7rESSg0-unsplash-30x20.jpg 30w, https:\/\/bornrealist.com\/wp-content\/uploads\/2023\/09\/anthony-fomin-86FS7rESSg0-unsplash-780x513.jpg 780w\" sizes=\"(max-width: 2560px) 100vw, 2560px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Source:<\/span> <span style=\"font-weight: 400;\">https:\/\/unsplash.com\/photos\/86FS7rESSg0<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Risks of This Strategy<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Every strategy has pros and cons, and this one is no exception. Evaluating the cons is crucial before a company partners with a famous person. Those are:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Overshadowing<\/b><span style=\"font-weight: 400;\"> of the product by the celebrity. People tend to pay more attention to someone they already like than something they have never heard about.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Reputation risks<\/b><span style=\"font-weight: 400;\"> by association. If a star gets negative attention or publicity, the shadow also affects the associated brand. A good example is the case of Tiger Woods.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Ineffectiveness<\/b><span style=\"font-weight: 400;\"> due to a person promoting multiple brands of the same industry or non-compatible products.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Also, if a person\u2019s values do not align with brand values, it can hurt the company\u2019s reputation. It is vital to decide who to partner with based on deep market research and audiences.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">In Summary<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Celebrity advertising can be highly effective for brand awareness and sales. But it should be done with knowledge and care. Many factors come into play. And there are certain risks a company takes on while partnering with a famous person.<\/span><\/p>\n<p>Article by <a href=\"https:\/\/bornrealist.com\/\">Born Realist<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Celebrity promotion is a standard marketing practice in almost any industry. You can see it everywhere \u2013 from social media to billboards. It is so prominent that one might wonder how it influences consumer behavior. Whether you want to use this method for your small student business or want to be aware of your shopping [&hellip;]<\/p>\n","protected":false},"author":27,"featured_media":43854,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[225],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.3 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>From Star to Brand Ambassador: How Celebrities Shape Consumer Choices | Born Realist<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/bornrealist.com\/from-star-to-brand-ambassador-how-celebrities-shape-consumer-choices\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"From Star to Brand Ambassador: How Celebrities Shape Consumer Choices | Born Realist\" \/>\n<meta property=\"og:description\" content=\"Celebrity promotion is a standard marketing practice in almost any industry. 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