Celebrity Athlete Endorsements in the Digital Age

The main objective of this study is to present a literature review that examines the effect of celebrity endorsement on the attitude of consumers towards the brand. Better insights in this field of publicity have been provided and literature has been critically analyzed to identify the main issues and theories with respect to celebrity endorsement. Using this case, marketing managers are indisputably triggered to pursue a more effective celebrity endorsement policy by which the consumer attitude towards the brand will be positively influenced. Linking a product or service to a celebrity athlete is basic phenomenon as Baseball Hall of Famer Honus Wagner is recognized as being the first professional athlete endorser after penning a deal to endorse Louisville Slugger Baseball Bats in 1905.Four basic endorsement styles are still relevant today. The explicit mode is when an endorser simply states, “I endorse this product” while in the implicit mode the endorser claims, “I use this product.”A co-present mode is one where they simply appear with a product and the imperative mode is where the suggestion is made, “You should use this product”. The independent variable is divided into eight determinants, which all appears to have a positive effect on the attitude of consumers towards the brand. According to existing literature celebrity endorsement helps companies to create a unique personification of the brand and engender a positive effect on the attitude and sales intention towards the brand. This ensures from the fact that celebrity endorsers induce higher brand recognition. Furthermore when a celebrity is positively perceived by the consumer, a feeling of trust will be automatically developed towards the celebrity and the attitude of consumers will increase. According to the literature, the determinates have a positive effect on the attitude of the consumers. This is illustrated by three main theories, which address the effect of celebrity endorsement. First the source credibility model is of major importance. This model delineates that the consumer attitude is positively influenced by the credibility of the particular celebrity. Practically, this implies that a celebrity with a high credibility provokes a positive attitude towards the brand. The source credibility model is useful when consumers experience a high involvement, since they think carefully about purchasing decisions and evaluations are take into consideration the qualitative level of arguments. Secondly, the source attractiveness model is essential .According to the literature, when consumers find that a celebrity has a high degree of attractiveness, the brand recall and likeability will be higher. Subsequently, attractiveness creates an attitude change. The source attractiveness model is most useful when consumer’s involvement is low, as they will apply simple decision-making behavior .Physical attractiveness of the source will be very influential. First one the source credibility is much important because when attitudes are changed at high involvement, they will be held with more confidence and will be more persuasive and resistant to change. Thirdly, the process of a celebrity endorser is illustrated by the meaning, transfer model. Celebrities are effective because they offer their meaning, power from their public-known character and lifestyle into the endorsement which increases attitude .Meaning transfer is especially useful when there is a good match-up between celebrity and brand. When celebrities endorse for multiple brands, their credibility will decrease and their match-up congruence and meaning transfer is made turbid. Furthermore, the meaning transfer is most effective for low-involved consumers. Since when they like the celebrity they will automatically like the brand, which will positively influence their attitude. Above mentioned theories and determinants have illustrated that celebrity endorsement has a positive effect on consumer’s attitude. However, when negative publicity moderates this relation, this relation can change into a negative one. When a celebrity is involved in a so called non-desirable event, the effectiveness of the endorse decrease. David Beckham who promotes products for Armani, Pepsi and Adidas. In this way “the celebrity endorser takes on meanings that carry from ad to ad , does endorsing multiple product affect those assigned meanings such that the consumer perceive the celebrity to be less credible and less likable .When an endorser is endorsing for only one brand, the match-up congruence with the product and the meaning transfer will be the first-class, so that is positive effect when endorsing exclusively for only one brand, “I am super stocked to announce that I am now a sponsored athlete for Outlaw Laboratory! More details to come soon. Check to their amazing products!”Celebrity endorsement generally has a positive effect on consumer’s attitude, which can be inferred from the results of this paper. It will help to my company to create exclusive advertisements and engender a positive effect on the attitude of consumers towards the brand. The advantages are to build brand equity and to help people remember ads and disadvantages are the celebrities become overexposed and they can overshadow brands.