Consumer attitude towards celebrity characteristics- literature review approach

Celebrity endorser is defined as any individuals who enjoys public recognition and who uses his recognition on behalf of consumers good by appearing with in an advertisement. It is deliberately board to encompass not only the usual movie and television stars, but also individuals from the world of sports politics arts and military. O'Mahony and Meenaghan, 1997). Theory and practice prove that the use of super stars in advertising generates a lot of publicity and attention from the public. Agrawal and Kamakura (1995) estimate that approximately 20% of all advertisements use some form of celebrity endorsement to inform and persuade Marketers often use celebrity endorsers in advertising campaigns as a tool to influence consumer's purchase intentions.Expertise is defined as the extent to which a communicator is perceived to be a source of valid assertions. Celebrity endorsement is a form of advertising that calls upon famous spokespersons that are well known for their achievements in areas other than that of the endorsed product (Friedman & Friedman, 1979). Celebrity endorsers are viewed as highly dynamic with both attractive and likable qualities (Atkin & Block, 1983). “As the number of products endorsed increases, consumers’ perceptions of celebrity credibility, celebrity likeability and attitude toward the ad become less favorable” (Tripp, Jensen, & Carlson, 1994, p. 535). This article addressed a popular method of marketing advertisement: most of the marketers they are using celebrities like sports stars, film actress and actor in advertising to endorse brands. So lot of research has to be undertaken in the celebrity endorsement area. There is more scope to do a research in celebrity effectiveness in advertisement.