THE IMPACT OF CELEBRITY ENDORSEMENTS ON BRAND PERCEPTION
1. Introduction to Celebrity Endorsements
Definition and history of celebrity endorsements
Celebrity endorsement entails the use of a ‘celebrity,’ which is an actor, musician, or sports personality
to endorse a product or brand through advertisement (Bhatt et al., 2013). This marketing strategy takes
advantage of the easily recognizable and positively perceived celebrity endorsers to sway consumers’
perception and consumption habits (Erdogan, 1999). First recorded endorsements were in the late
1800s and early endorsers included cigarettes and soap adverts, among others (Erdogan 1999). It was
during the 1930s when the practice received a boost following the popularization of mass media such as
radio and movies, which placed entertainers and athletes on a national platform (Bergkvist & Zhou,
2016). Companies realized the effectiveness of gaining endorsements from celebrities who both
admired and loved by the public. Marilyn Monroe was one of the pioneers in image advertising in the
1950s, and in the twentieth century, celebrity endorsements remained popular in television, print
media, and later in the digital domain. Superior brands went in search of the most popular celebrities as
observed by Amos et al. (2008) in their research on the Oprah Winfrey endorsements. Analyzing the
influence of endorser attributes such as attractiveness by Kahle and Homer (1985) and credibility by
Hovland and Weiss (1951), perceived endorser-product congruity by Freiden (1984) and Fleck et al.
(2012). Some of the endorsement deals served as a competitive weapon for the brands while other
endorsement deals also raised public controversy as discussed by Byrne et al. (2003) in “The Naked
Truth of Celebrity Endorsement. By the end of the decade, the advancement in technology led to the
emergence of a new form of celebrity endorsement in that of the social networking sites increasingly
known as the influencer marketing (Choi & Rifon, 2007). Celebrity endorsements continue to be a multi-
billion-dollar industry, although brands need to be extremely cautious about issues such as truth in
advertising, ethics, and overexposure, as well as shifting perceptions of celebrity culture among
consumers.
Types of celebrity endorsements
Categories of celebrity endorsement include: Each of the above categories of celebrity endorsement
falls under one of the following strategic marketing objectives and takes advantage of different aspects
of celebrity power. One of the well-known forms is a straightforward product placement when
celebrities are observed to actively promote a particular product or service (Amos et al., 2008). This goes
directly to the perceived credibility and influence attracted by the celebrity (Bhatt et al., 2013). Another
kind is celebrity endorsement, which is a celebrity endorsing a product or service to form a new line of
products or a brand. It does not merely involve endorsement of a product and develops a more
profound link between the celebrity and the product in question (Bergkvist & Zhou, 2016). Another
celebrity endorsement type is the long-term associations where a celebrity endorses a particular brand
throughout their tenure. This type of endorsement is expected to generate an enduring brand
association of the celebrity in the consumers’ mind (Erdogan, 1999). The type of endorsement that is on
the rise is the celebrity endorsement where celebrities use their own social media accounts to endorse a
product. This type of endorsement seeks to capitalize on the perceived relatability and proximity
celebrities have with their audiences (Bergkvist & Zhou, 2016). Some brands prefer the indirect or the
low-profile endorsements where celebrities are captured using the product in question. This subtle
approach can be particularly successful in building connection with the brand those individuals who do
not directly relate to the product or service (Fleck et al., 2012). Celebrity endorsement can be defined as
a scenario where brands purchase the rights to utilize a celebrity’s name, image or both on products.
Type of endorsement is widespread in fashion and fragrance related business (Byrne et al., 2003).
Endorsement can be categorized as low involvement since celebrities do not share any input with the
brands when endorsing the products. This strategy occasionally leads to the introduction of limited or
limited-line products (Choi & Rifon, 2007). Sponsorships are events in which brand associates itself with
special occasions such as celebrity events or fashion shows and getting celebrities to use the brand
during events. This type of endorsement generates talk-and-talk publicity about the brand (Friedman &
Friedman, 1979), celebrity investments or ownership stakes are a more profound type of endorsement
where the celebrity takes an ownership stake in a brand, this helps to add increased credibility to a
brand, particularly to those companies beginning their operations or are relatively new in the market
(Hovland & Weiss, 1951). Forms of celebrity endorsement have their unique advantages and limitations
and the effectivity of the forms may differ depending on the degree of perceived expertise,
trustworthiness and attractiveness of the celebrity (Kahle & Homer, 1985), or the compatibility between
the celebrity and the endorsed brand or product (Freiden, 1984).
Benefits and risks of using celebrity endorsers
Celebrity endorsements can be a valuable asset to brands; on the other hand they are not without their
drawbacks. On the positive side, celebrities can help brands gain consumer awareness in a rather short
amount of time, improving recall and recognition (Erdogan, 1999). This generally results in brand
enhancement and perceived quality, especially when the celebrity endorser and the particular product
are compatible (Kamins & Gupta, 1994). This is the reason celebrities can support product claims,
especially if they are considered experts in certain areas (Hovland & Weiss, 1951), and can have an
impact on the attitude towards buying the product, however, these advantages are associated with high
costs and other risks. With this, consumers may only remember the endorser but not the brand, a
phenomenon referred to as the ‘celebrity-brand linkage’ (Erdogan, 1999). Endorsement fatigue is also
another issue which occurs whereby the celebrity can become ineffective when he/she has endorsed
many products (Khatri, 2006). The most considerable threat lies in the area of adverse publicity; any
controversy involving the celebrity that is linked to a certain brand could bring devastating effects
(Byrne et al., 2003). This is because consumer skepticism and a lack of congruency between the celebrity
and the product will render the celebrity endorsement ineffective (Fleck et al., 2012). This is due to the
fact that the expense of hiring celebrities may not be compensated fully by the returns, particularly for
the small firms (Erdogan, 1999). On the same note, credibility issues may arise in as much as consumers
may feel that the endorsement is fake or the only motive behind the endorsement is monetary (Choi &
Rifon 2007). This was attributed to the fact that the public perception of celebrities’ changes constantly
and this may work against the brand (Freiden, 1984). Finally, there is the issue of unpredictable behavior
on the part of a celebrity with whom the brand is associated, the image of which remains beyond the
control of the brand (Byrne et al., 2003). Based on these considerations, marketers have to take into
account potential consequences while using celebrity endorsements, choosing the best match of the
celebrity, the brand, and the target audience to achieve more benefits and less harm.
Ethical considerations in celebrity endorsements
Ethical issues in celebrity endorsements involve the following; they play a significant role in ensuring
that the consumers’ trust and brands reputation is well protected. However, one major issue that can be
seen is the validity of the endorsement being given. In their study entitled ‘Receiver Attitudes towards
Communicator’, Hovland and Weiss (1951) pointed out that the source of communication is credible
which is a good fit with the celebrity endorsement strategy. When celebrities promote products that
they do not use or believe in, there arises questions of ethical concern as to the consumers are being
deceived, another ethical concern is the ability of manipulating the influence of the stars. McCutcheon
et al. (2002) offered an understanding of the phenomenon of celebrity worship, which referred to the
level of Para social interaction consumers have with celebrities. This psychological attachment must
therefore be respected by marketers but also raises the question of an unfair influence on consumers,
especially the most fragile. There is the question of who has the responsibility of marketing such
products. Star Power can be considered to be highly influential, especially to young people, such
controversies are ethical since endorsing products that may be detrimental to human health (e. g.,
unhealthy foods, alcohol) or advertising distorted images of the skinny and muscular bodies contributes
to the development of unhealthy standards among women and men, respectively (Kahle & Homer,
1985). Another significant ethical issue is the transparency of endorsements; companies should not hide
behind celebrities or athletes to promote their products. For example, the Federal Trade Commission in
the U. S has put in place some measures that demand that paid endorsements should be expressed
clearly. Failure to report such relationships can therefore be regarded as misleading consumers through
deception in advertisement (Ohanian, 1990). Here, we see that the match between the celebrity and the
endorsed product is not just for the benefit of the company but also because of ethical implications.
Kamins and Gupta (1994) have explained that for the congruent endorsement, this match-up is crucial
as the inconsistent endorsements may create the impression of insincerity and, therefore, deception.
Another ethical concern is with consequences of celebrity conduct on the brands which they promote.
Luo et al noted that Negative celebrity endorsement information influences brand attitudes, it becomes
a dilemma whether the celebrities who participate in undesirable activities or the brands, which are also
guilty of indifference, are more at fault. Desire for celebrities to promote their merchandise might also
include the use of stereotypical images or culture appropriation, which is another ethical issue,
McCracken (1989) also analyzed how celebrities relay cultural connotations to products, which can
sometimes reaffirm unfavorable cultural values There is another ethical issue of harnessing celebrity
endorsement for the purpose of raising awareness on social issues, it also leads to questioning the
sincerity of celebrity engagement and the possibility of using the concept of cause-related marketing as
an opportunity to abuse (Munnukka et al., 2016) As we know, the celebrity endorsements can be very
effective promotion tools, but they entail a great deal of ethical issues.
2. Consumer Psychology and Celebrity Influence
Source credibility and attractiveness models
Both source credibility and attractiveness models are basic models when evaluating celebrity
endorsement. These models describe the manner in which specific qualities of a celebrity endorser
affect the consumer evaluations of advertised products or brands, according to the Source Credibility
Model initiated by Hovland and Weiss in 1951, the impact of a message depends on the level of
credibility of the source, according to this model, it is suggested that only those celebrities, whom the
consumers consider to be credible, could have the ability to influence their attitude in a positive way.
Ohanian (1990) further developed this concept by proposing a scale to measure celebrity endorsers'
credibility based on three dimensions: The three factors that affect the credibility of the source are
familiarity, reliability, and beauty. The expertise dimension pertains to the perceived ability, experience
or specialization of the celebrity with regard to the endorsed product. Credibility refers to the perceived
acceptance of the advertising message and the celebrity endorsing it. As has been earlier established,
Attractiveness is a factor within the credibility scale that was used by Ohanian however, it is also a
significant component of the Source Attractiveness Model. A classical example of this model is the
Source Attractiveness Model advanced by Kahle and Homer (1985) which proposes that the
persuasiveness of the communication is a function of the perceived attractiveness, similarity, familiarity
and liking of the communicator, this model argues that, in general, attractive celebrity endorsers are
capable of changing beliefs and thus motivating purchase intentions, especially in products that may
make a person more attractive. Kamins and Gupta (1994) have presented the notion of congruity or
what is termed ‘fit’ between the celebrity and the type of product being endorsed, as per their study, it
means that the impact of a celebrity endorser lies on the perceived compatibility between the celebrity
image and the endorsed product. This match-up hypothesis has been found as one of the important
factors to consider when identifying the right celebrity endorsers. These models were further developed
by McCraken (1989) who came up with the meaning transfer model. They argue that celebrities bring
meanings that are associated with their public images into the advertisement, which can be transferred
to the products, this means that the effectiveness of an endorsement is determined by how different
meanings are transferred from the celebrity to the product, later, Lord and Putrevu (2009) extended
upon the elements of consumer response towards celebrity endorsement by making a differentiation
between informational and transformational consumer responses, informational responses are
associated with perceived rational processing of the endorsement message, while transformational
responses address affective or phenomenological dimensions, another study has also focused on the
effects of celebrity image factors, particularly negative information about celebrities on brand attitude,
Luo et al., (2010) have identified that negative information about a celebrity makes things even better
through a ‘phoenix’ process in which brand attitude is improved by the celebrity’s recovery process,
Munnukka et al., have explored these models with regards to the peer endorsers and social media
influencers in the context of the digital world and concluded that the factors of credibility and
attractiveness exist in these cases as well.
Meaning transfer model
The Meaning Transfer Model, developed by Grant McCracken (1989), can be viewed as a more holistic
interpretation of celebrity appeals since it does focus on the cultural and signifying nature of celebrity
endorsement, this model posits that celebrities possess a unique set of meanings derived from their
public personality, which are transferred to endorsed products through a three-stage process, meaning
the generation of new knowledge, knowledge exchange and use. Unlike the idea of source credibility
and attractiveness, McCracken’s model focuses on how through consumption of endorsed goods,
customers obtain cultural meaning and then internalize them into their identity. Subsequent research
has both reaffirmed and supplemented this view. Pradhan et al. (2016) did prove that celebrity-brand-
product congruence has significant impact on brand attitude and purchase intention. McCutcheon et al.
(2002) related to the celebrity worship phenomena to the model while Pringle and Binet (2005) used it
to create better celebrity marketing communication strategies. Ohanian’s work (1990) on how to
measure the credibility of celebrity endorsers also fits into this model since it offers a quantitative
assessment of endorser potency. Pornpitakpan (2003) has validated the model across the Asian
countries indicating that the model fits across the world. Patel (2009) expanded its applicability to LIPCs,
and Ranjbarian et al., (2010) offered evidence for its impact on the attitudinal outcomes concerning the
advertisements and brands. More recent modifications by Munnukka et al., (2016) have apply the same
concepts to peer endorsers in social media sites, proving the adaptability of the model in the modern
world, it therefore, enables the marketers to come up with effective endorsement strategies by
identifying celebrities with meanings that are culturally relevant to the target brand and consumer’s
desire, thus giving the marketers a valuable tool for the utilization of celebrity appeal in advertising.
Identification and Para social relationships
Identification and Para social relationships have been identified as two major factors that influence the
celebrity endorsement, hence providing the psychological explanation to the celebrity-endorsed
communications. These notions are inseparable from the other theoretical constructs related to the use
of celebrities in the marketing domain, identification is another form of consumer self-association that
refers to the process through which consumers try to relate themselves with celebrities in order to
adopt some of their features or lifestyle. This psychological association is an important feature of
meaning transfer model proposed by McCracken (1989) According to meaning transfer model
consumers are in pursuit of the cultural meanings connected with celebrities via products they use. The
identification process aids in the understanding of why consumers are inclined to purchase products on
the basis of celebrity endorsement, on the hand, Para social relationships refer to the imaginary or one-
way friendships that consumers have with particular personalities within the media, including
celebrities. This idea was examined more thoroughly by McCutcheon et al. (2002) who constructed a
scale to measure celebrity worship that encompasses Para social interaction facets, while these
relationships may be unidirectional, they can be passionate and meaningful for the consumers, which, in
turn, shape consumer’s attitude towards such celebrity endorsed products. The degree of Para social
interaction can increase the persuasiveness and the appeal of celebrity endorsers, as the empirical
investigation of Ohanian (1990) shows, research found that consumers with a high PSCI level might
consider the celebrity as more credible and knowledgeable, enhancing the persuasiveness of celebrity
endorsements, study by Pornpitakpan (2003) which tested the cross cultural applicability of the celebrity
endorsers’ credibility scale also supports these perceptions as existing universally to affect consumption
behavior. In a study that directly relates to the topic, Pradhan et al. (2016) showed how the congruence
between celebrities, brands, and products influenced brand attitudes and purchasing intentions, which
can be partly understood through the identification process. The endorsement’s influence is also
intensified because consumers are more likely to identify with the celebrities, if these celebrities are
associated with the brands. Modern technology has brought about changes in the way Para social
relationships are experienced, Munnukka et al., (2016) discussed how this concept applies to peer
endorsers and social media influencers, and the study determined that credibility and identification
apply in these settings as well. The fast pace at which people engage on social media platforms and the
perceived closeness with the individuals they follow are likely to deepen Para social bonds, which may
mean that influencer endorsements are very effective. These psychological processes touched by Pringle
and Binet (2005) indicate how marketers can use them to build more successful celebrity campaigns,
thus, if marketers comprehend the kind and degree of consumers’ identification with celebrities and the
entities of PSR, they would be in a good position to come up with messages that are perceived as more
personally relevant by the target consumers, research by Patel (2009) on the low involvement product
category indicated that even in cases where consumer involvement is low, the identification and Para
social process can affect consumer decision making. This can be seen to further support the extent to
which these psychological mechanisms are present across different forms of products and different
stages of interaction. Ranjbarian et al. (2010) supported the idea of this study through sharing the
qualitative effects of celebrity endorser influence on the attitude toward advertisements and brands.
Celebrity congruence with brand image
This means that the celebrity should be able to relate fully with the image of the brand to enhance the
success of the endorsement. This is also known as ‘brand-image congruity’ and relates to the perceived
similarity between the celebrity and the brand that they are promoting, the significance of this
alignment is supported by several essential pieces of research and theoretical perspectives from the
field of marketing and consumer psychographics. When it comes to the foundational knowledge of how
celebrity congruence works, McCracken’s (1989) Meaning Transfer Model is a good starting point. In this
model it is assumed that celebrities have a richer cultural connotation that can be associated with the
product being marketed. It is more likely that this process of transferring meaning from celebrity to
brand, and from brand to celebrity is convincing to consumers especially when there is a positive match
between the image of the celebrity and the image that the brand wants to portray. To overcome this
limitation, Pradhan et al. (2016) have given a direct solution by considering celebrity-brand-product
congruence. It was established that when congruence is high, it positively influences brand attitudes as
well as purchase intentions. This view suggests that it is crucial to choose a celebrity that has a fitting
image to the brand and the market it aims to appeal to, another source which enlightens the concept of
congruency is Ohanian’s (1990) work on the credibility of celebrity endorsers. As Ohanian did identify
with expertise, trustworthiness, and attractiveness, these can be viewed as potential congruency factors
between a celebrity and a brand. The congruence in this case would be higher if the celebrity is seen as
an expert in the relevant field, for example, a celebrity related to a brand in the sports industry. Park
and Lee (2004) cross-cultural study of celebrity endorsers’ credibility scale supports Pornpitakpan’s
(2003) conclusion that the concept of congruence appears to be valid across different cultures, this goes
further to show how brands should take into account the cultural aspect when evaluating compatibility
between celebrities and their brands as they market their products internationally, indeed, Pringle and
Binet (2005) took a similar view but stressed the significance of managing celebrity-brand associations
for competitive advantage. They further opine that for celebrity endorsement to work, there has to be
harmony between the celebrity and the product being advertised, which re-emphasizes the importance
of congruity as a planning factor in celebrity endorsements. Case of celebrity endorsements in low
involvement product categories highlighted Patel (2009) also establish the argument that congruency is
relevant for even lower involvement decisions, it supports that celebrity-brand congruence applies
where celebrity involvement is high and low, and across product categories, Ranjbarian et al., (2010)
supported this assertion through a study on how celebrity endorsements impact on the attitudes of
consumers toward the advertisements and the brands, they recommend that the level of
correspondence between the celebrity and the brand to have a positive impact on the overall impact of
the endorsement message on consumers’ attitude. Similarly, Munnukka et al., (2016) has applied these
concepts for peer endorsers and social media influencers and has concluded that these theories of
congruence are also equally applicable in these modern scenarios. This infers that, although celebrity
and influence changes with time, congruence is eternal. Another theory that links to congruity is
celebrity worship, as elaborated by McCutcheon and colleagues (2002). Customers who have a passion
for or worship specific stars may be more perceptive of the correlation between the star and the brand
they are advertising, thus, making endorsement match extremely significant when it comes to celebrity
endorsement. It makes the endorsement more believable and persuasive, helps in the development of
positive meanings about the brand from the celebrity and has a direct impact on consumers’ perception
and purchasing intentions, marketers need to think about the compatibility of endorsements by
celebrities and their brand to create an effective and suitable strategy, this paper has demonstrated that
the principle of congruence still matters when it comes to different product categories, cultures and
new type of celebrity endorsements, and therefore is an important principle that should be adopted by
any modern marketing practitioner.
3. Celebrity Endorsement Strategies
Matching celebrities with target audiences
It is important to note that celebrity endorsement strategies entail the identification of target
consumers and association of celebrities with the intended audiences. Entailing matching the attributes,
allure, and persona of the celebrity with the consumer segment, its psychographic profile, and the
perception of the targeted consumer group. The aim is to achieve the highest possible level of
endorsement by making the celebrity as persuasive and appealing as possible to the target market, to
identify this matching process, I rely on Ohanian’s (1990) pioneering research on the credibility of
celebrity endorsers. The scale used by Ohanian includes perceived credibility, trustworthiness and
attractiveness of the endorser celebrity. In positioning celebrity endorsers to the target populations,
these dimensions should be in harmony with the perception that the marketer’s intended consumers
have toward the celebrity endorser. For instance, a celebrity that is loved by everyone can be used for
products that require a lot of trust among consumers. Pradhan et al., in their study also support the
consistency between celebrity endorsement and the product being advertised to influence brand
attitudes and purchase intentions. According to their findings the demographical affinity between
celebrities and the target audiences should not only be in terms of the ‘face value’, but in terms of the
values, life style or goals and achievements. It is logical to conclude that a well-selected celebrity can
greatly affect the audience’s attitude towards the brand. Pringle and Binet (2005) present a clue that
can guide marketers in using celebrities more optimally. They affirm that the best celebrity
endorsements are realized when celebrity, brand and in extension the target market have aspects in
common. Underlining the necessity of the systematic approach to the selection of celebrities that should
be based on the brand image, the product characteristics as well as the characteristics of the target
consumers. The cross-cultural validation of the celebrity endorsers credibility scale by Pornpitakpan
(2003) underlines that population specifics should be considered in the choice of celebrities. This means
that what may make sense in one culture, does not have to work well in another, hence the argument
that marketers have to be very careful especially when choosing celebrities for cross cultural or
international campaigns. According to Patel (2009), even in cases of insignificant purchase decisions,
celebrity endorsements require a match between celebrity and target market. This suggests that when
choosing celebrities, much care should be taken especially in categorizing the products and the degree
of consumer-interaction with them. Empirical evidence on the impact of celebrity endorser influence on
attitude toward the advertisement and brand is well presented in Ranjbarian et al. (2010). In this regard,
their research emphasizes the significance of choosing celebrities that are compatible in terms of the
demographic characteristics of the target audience but, at the same time, can affect their perceptions
and actions in a given manner. In a more recent study, Rashid et al. (2017) focused on antecedents of
the purchase intentions of teenagers for celebrity endorsed products in the Bangladesh context. A
consideration of age, if young people are selected as a target audience, special attention is required to
match celebrities since they are easier to influence, however, they also have different preferences and
values compared to adult audiences, thus, matching celebrities to target audiences is not a simple
matter of demographic matching. This involves a clear comprehension of the consumer’s culture, his or
her perceived values, and his or her likely purchase motives; it also involves a careful evaluation of the
celebrity chosen, and his or her perceived believability, likeability, and appropriateness to the brand and
product being advertised. The proper matching can lead to a substantial increase in the effectiveness of
celebrity endorsements and can further positively changes in brand attitudes, purchase intentions and,
most importantly, campaign effectiveness, as consumer characteristics and media environments change,
marketers must adapt how they select celebrities, making certain that those chosen are relevant and
convincing to target consumers.
Long-term vs. short-term endorsement contracts
Both long term and short-term endorsement contracts are particularly significant when it comes to
strategic marketing plans of the brands. Tyes of endorsement is more prolonged and may last for several
years, and it creates a long-term relationship between the brand and the celebrity. These contracts can
greatly strengthen the celebrity endorsement recall and brand image loyalty reducing the impact of
negative celebrity information as outlined in the “Phoenix process” by Luo et al., McCracken (1989) has
highlighted the following points: long term endorsements become an extension of the endorser’s
personality into the product brand and builds a culture that is most appealing to consumers and in the
process of constructing a more consistent picture of the brand, especially in competitive markets.
However, short-term endorsement contracts have their merit in providing the marketer with the
freedom that is most suitable for short-term marketing objectives such as: short-term sales promotion
and product publicity, as pointed by Patel (2009). These contracts useful for short term usage of
celebrity, where one does not want to commit him for a long period of time. Munnukka et al. (2016) also
argue that short-term endorsements are also effective with peer endorsers with limited, but high
outreach within certain consumer segments to deliver targeted and appealing messages to defined
consumer niches. According to Pradhan et al., (2016), while the duration of celebrity endorsement is
short in the case of short-term endorsements, it is important for there to be a high degree of
congruence between the celebrity and the brand since the period of association is short; the short-term
celebrity endorsement positively affects brand attitudes and purchase intentions. Hence, it is crucial to
make a decision based on the nature of the brand’s objectives and the type of product to be endorsed,
as well as whether the celebrity’s image is congruent with the brand. Full-year contracts tend to have a
stronger cultural alignment and a more secure relationship, while short term endorsements are easier
to manage and have an instant impact on the consumers, depending on the compatibility between the
endorser and the company/brand and the targeted consumer audience.
Exclusive vs. non-exclusive endorsements
The decision of whether to go for exclusive or non-exclusive endorsements is one of the biggest
strategic issues for brands and determines the effectiveness of celebrity endorsements in campaigns.
Traditional endorsements such as exclusive endorsement in which a superstar endorses only one
product in a certain category fosters a clear linkage between the celebrity and the brand. McCracken
(1989) notes that such exclusivity assists in the appropriation of the endorser’s cultural capital into the
product and makes the brand more unique and appeal deeper to the consumers. This can help boost
brand equity due to the exclusivity hence making the target market have a much closer relationship with
the celebrity since he or she is seen to have vested interest in the business. Exclusive endorsements also
minimize the likelihood of brand dilution because the endorsement is unique and not combined with
others. If the celebrity opts to endorse several brands within the same product category, then the
perceived truthfulness of the endorsement is in jeopardy. Ohanian (1990) observed that perceived
credibility, trustworthiness and likability of the endorser are the key factors that matter in endorsement.
These qualities are preserved thanks to exclusive contracts that do not let the celebrity’s image be used
for competing brands thus making the endorsement effective and non-exclusive contracts let the
celebrities endorse different brands from different categories or the same category. This approach can
be favorable to brands that wish to capture the influencer’s large reach and popularity without incurring
the costs of an exclusivity agreement. Munnukka et al. (2016) noted that non-exclusive endorsements
may pose a threat to the celebrity’s credibility, yet if the celebrity remains highly credible, several
endorsements can be managed to create moderate visibility and not overcrowd the market. The first
advantage of this form of endorsement is that it is versatile and can be useful in dynamic markets where
brands may require a quick association with celebrities, The main disadvantage of this form of
endorsement is that it may cause problems of brand identity if brands are competing intensely.
Similarly, in their study, Pradhan et al. (2016) have highlighted that celebrity–brand–product congruence
is an important factor in influencing brand attitude and purchase intention. If a celebrity endorses for
different brands, then obtaining and maintaining this congruent can be a challenge which reduces the
overall impact of endorsement. In addition, Patel (2009) notes that in low involvement product
categories, where consumers rely on peripheral cues such as celebrity endorsement, nonexclusive
agreements may lessen the influence of the endorsement because of perceived inauthenticity
Moreover, Patel (2009) opines that when choosing between exclusive and non-exclusive endorsement,
the brand’s goals, target clientele, and the nature of the product category should be taken into
consideration. While exclusive endorsements give a brand a more distinct identity and a better
connection with the target consumer, non-exclusive endorsements are more versatile and less
expensive than the former. As mentioned above, both approaches have their strengths and weakness
depending on the compatibility of endorsement strategy with the overall marketing goals and objectives
of the brand, and the celebrity endorser.
Leveraging social media influencers
The use of social media influencers has therefore emerged as one of the key trend and strategic
approach among brands in the digital era. Marketing to social media influencers includes those with a
large following on Instagram, YouTube, TikTok, etc., which provide certain benefits since they act as
representatives who have a direct relationship with their audiences. McCracken (1989:71) already
describes the endorsement process to provide a basic understanding of it, asserting that, just like
traditional celebrities, influencers relay cultural meanings to brands. However, social media influencers
are usually closer to their audience and look more like friends, which means that they are trusted by
consumers and are more likely to gain their loyalty. Endorsement credibility on social media depends on
the influencers, as they are the ones that are being relied on to promote the products. Ohanian (1990)
noted that perceived expertise, trust worthiness, and attractiveness are powerful factors that can define
the effectiveness of an endorser. These dimensions are therefore useful in evaluating endorsements to
be used in a campaign, as influencers who post highly engaging and natural content and who do not
appear to be manipulating their followers will have better scores on these dimensions. Moreover,
Munnukka et al. (2016) also argue that one more reason for the high efficiency of peer endorsers (which
many SMI belong to) is their ‘‘authenticity,’’ as opposed to celebrity endorsers who are considered
‘‘more self-interested.’’ This study also discusses the conceptual framework for influencer marketing,
which refers to celebrity worship as explained by McCutcheon et al. (2002). Loyal followers also tend to
foster an emotionally close relationship with influencers as they do with other celebrity icons. Such an
attachment increases the effectiveness of endorsements by influencers because fans are likely to mimic
the actions and choices of individuals they respect. This is especially so if the phenomenon being
examined is targeted at the younger generations that are most active on social media. The final factor is
the compatibility between the two, in terms of personality and values of the influencer and the brand. In
the same vein, Pradhan et al., (2016) note that for favorable brand attitudes and purchase intentions,
there is a need to have congruency between the image of the influencer and the brand. Hence, the
more the influencer’s personal attributes, taste, and content creation align with the brand image, the
more appealing the endorsement is to the consumers, thereby yielding improved results, social media
influencers offer unique avenues to approach targeted segments and consumers, Patel (2009) also
opines that this strategy can successfully target the intended market in low involvement product
category where the consumer relies on peripheral information such as endorsements. Influencers can
easily connect with specific groups, they are especially suitable for niche marketing and advertising that
aims to appeal to certain consumers, the use of social media influencers is valuable for brands as it
enables the brands to effectively reach out to the audiences in a more personal and real way, it is
evident that credibility, the emotional connection, and congruency between the influencer and the
brand determined the impact of influencer marketing, key to effective influencer marketing is to identify
influencers who align with the brand’s values and appeal to the target audience; this helps to amplify
the results of the marketing activity in the digital environment.
4. Measuring the Effectiveness of Celebrity Endorsements
Brand awareness and recall metrics
Remembrance and familiarity are essential parameters for measuring the efficiency of celebrity
advertising, these metrics measures the extent to which the consumer has an ability to recall or
recognize a brand, which are fundamental to the marketing concept, incredibly, several studies that
expound on the impact of celebrity endorsements underscore the importance of factors such as
credibility, congruency, and affective fit in boosting these figures, to measure the perceived credibility of
celebrity endorsers, Ohanian (1990) came up with a scale that aimed at capturing the perceived
expertise, trustworthiness, and attractiveness of celebrities used in advertising, these dimensions are
important in determining attitude towards brands and the subsequent recall, the study also stated that
consumers are more likely to pay attention to celebrity endorsements if the celebrities are deemed
credible by the consumers to ensure that they leave a lasting impression that enhances brand recall.
This is true since an appealing and credible spokesperson is likely to help to build up a favorable image,
thus enhancing recall when the brand is actually being chosen, the match between the celebrity and the
brand is also central to the effect it has on consumers, the authors stipulate that when the match
between celebrity, brand, and product is high, consumers are more likely to have a favorable attitude
toward the brand and are more likely to retain the brand in their memory, this alignment makes the
endorsement to be natural and related with the brand, making the immediate recall as well as the long-
term recall, according to Patel (2009), celebrity endorsement has been found to have higher impact on
brand recall in low involvement products where the consumers do not engage much of their cognitive
resources while making a purchase, using celebrities as search heuristics, decision making becomes
faster and the recall more accurate since the celebrity is a familiar cue, this is particularly so in
categories where the consumer depends on word of mouth to separate one of the many similar
products. Pornpitakpan (2003) replicated the study on credibility scale for celebrity endorsers, proving
that celebrity endorsement particularly credible celebrities help to increase the brand recall. In cases
where consumers evaluate endorsers as believable, the advertisements are likely to be attended, the
brand is likely to be retained in the consumer’s memory and be used as a reference when making a
purchase, the same validation across the different cultural context proves that credibility enhances
brand recall irrespective of culture, Ranjbarian et al., (2010) also stated that the positive attitude
towards celebrity endorsed advertisements has a strong relationship with the better recall of brand
name, this is a way of creating an appeal that when consumers develop liking for the advertisements,
they are likely to associate them with the brand in the advert, his creates a bond between the celebrity
and brand in the consumer’s memory which is highly effective in creating an emotional bond between
the two, according to Pringle and Binet (2005) it can be noted that using celebrities in marketing can
greatly enhance brand recall, they also carry the sentiment that celebrities attract their own traffic,
hence; enhancing the exposure of the brand, this additional reach does more than immediately increase
the memorization of the brand but also helps in recall in the long run since the brand is linked to a
popular personality.
Brand attitudes and purchase intentions
The impact of celebrity endorsement on brand perceptions and purchasing behavior is one of the most
researched topics in the marketing domain, endorsement by celebrities can go a long way in altering the
perception that consumers have about the brand and their propensity to use the endorsed products,
this impact is moderated by factors such as perceived characteristics of the celebrity and compatibility
between the celebrity endorser, brand and the product. Ohanian (1990) developed and confirmed a test
to measure perceived credibility, trustworthiness and attractiveness of celebrities used in
advertising, these dimensions are important in influencing brand attitudes and the decision to purchase
the brand. When a celebrity is thought to be knowledgeable in a certain area, this can have a positive
impact on the perceived image of the brand by consumers. Relatability and the endorsement also
increase this effect since trustworthiness and attractiveness make the endorsement appealing. It has
been found that consumers are more likely to have favorable affective reactions to a brand that is
endorsed by a credible and liked celebrity endorser, another factor is the match between the celebrity,
brand, and the product promoted, which is another significant aspect, in a similar vein, Pradhan et al.
(2016) point out that high congruence is related to better brand attitudes and greater purchase
intentions. In the case of convincing, when the consumer attributes a high level of compatibility
between the endorser and the brand, the evaluation of the brand is more favorable and the probability
of purchase increases. According to Patel (2009), in the low involvement product categories, which
means that the consumer does not require significant mental effort in the decision-making process, the
celebrity endorsements can help to change the attitude and intention to purchase a product. In these
categories, the celebrity endorser functions as a heuristic aid by reducing the complexity involved in the
decision-making process and by helping to make purchase decisions because of the endorser attributes
rather than product attributes. In fact, Pornpitakpan (2003) used the celebrity endorsers’ credibility
scale, for cross cultural confirmation, thus showing that the scale was applicable in other countries as
well. Liking and favorable evaluations of advertisements, which are guaranteed by credible celebrities,
improve brand attitudes and purchasing intentions across cultures, such validation underpins the need
to carefully identify endorsers with perceived credibility to fulfil marketing objectives across the world,
self-generated celebrity endorsements were found to increase the brand attitudes and purchase
intentions according to Pringle and Binet (2005), they can attract their own fans and followers and
convert them to supporters of the brand, and encourage consumers to purchase the endorsed products,
in their study, they demonstrate that match between celebrities and brands can result in significant
enhancements of perceptions towards the brands and actual sales, similarly, Ranjbarian et al., (2010)
concluded that attitudes towards celebrity advertisements are highly significant and positively related to
the brand attitude, as well as the purchase intention, consequently the advert brought out a pleasing
feeling to the consumers and made them feel connected with the brand which would in turn compel
them to buy the product, such an emotional involvement helps to tighten the link between the celebrity
and the brand, which ultimately optimizes the impact of the endorsement; Rashid et al., (2017)
highlighted the factors determining teenagers’ purchasing behavior towards celebrity endorsed
products in Bangladesh.
Sales and financial performance analysis
Effect of celebrity endorsements on sales and financial performance has been widely established, a good
endorsement can help maximize the recognition of the respective brand, as well as involve more
consumers and increase sales and profitability. Prior research has sought to identify different channels
through which celebrity endorsements lead to such financial outcomes, Amos, Holmes, and Strutton
(2008) advocates that celebrity endorsements are able to enhance consumer awareness and interest
towards a brand and thus sales. The advertisement containing celebrities garners more attention in
comparison to non-celebrity endorsers, thus, the recall and likelihood of purchase increases hence
leading to better sales performance. Bergkvist and Zhou (2016) stress that there is evidence that
celebrity endorsements would increase brand equity which in turns relates to financial performance.
Positive endorsement tends to lead to increased sales and increase market share therefore presenting a
good value for the money spent. Wang, Zou, and Li (2013) stress the role of endorser credibility as do
Bhatt, Jayswal, and Patel (2013). The current research further supports the fact that credible celebrities,
celebrities who are considered trustworthy, knowledgeable, and attractive are more influential in
convincing the consumers hence enhancing sales, this perceived quality helps to promote purchase
behavior and leads to a better financial experience, Byrne, Whitehead, and Breen (2003) identify the
two-fold effect of celebrity endorsement pointing out that while it has a positive effect on the
immediate sales, the ability of the endorser to have a lasting effect on the sales is questionable
especially where the celebrity is not as popular as before, it is clear that a celebrity’s image can have a
detrimental effect on its endorsed products, thus the importance of maintaining a positive image for the
endorser. Focusing on celebrity endorsements, Choi and Rifon (2007) establish that physically attractive
celebrity endorsers positively influence product appeal and sales. Beautiful endorsers help to gain more
attention and are considered as believable, thus enhance the consumer buying intentions and financial
performance outcomes, Erdogan, in 1999, mentions that the effectiveness of celebrity endorsements in
influencing the sales of products greatly depends on the compatibility between the endorser and the
product. There is an agreement that a strong match improves endorsement credibility, which in turn
makes it more convincing to consumers and that persuades them to consume the products, in their
work, Fleck, Korchia, and Roy (2012) note that, two crucial factors include similarity and perceived
likeability, famous actors, musicians, and other public figures that fit the image of a specific brand
enhance consumer confidence, and in turn, sales and revenue, also, Freiden (1984) and Friedman and
Friedman (1979) are useful to establish that personalities of endorsers and their gender can affect the
sales volume, it is evident that the type of endorser about to be used must be aligned with the brand
and the strategic fit with the brand determines the level of financial performance.
Social media engagement and sentiment analysis
Monitoring and analyzing the tone, sentiment, and activity levels on social media are also important
when assessing the efficiency of celebrities’ endorsement, these metrics help to understand the
consumers’ response, preferences and feelings towards a brand which is associated with celebrity
endorser. Amos, Holmes, and Strutton (2008) note that consumer awareness is created through
celebrity endorsement, as well as interest in products and services being sold. On social media, these
endorsements cause high popularity because the followers of a celebrity engage in activities such as
liking, sharing, and commenting on a post containing a celebrity endorsement, this engagement makes
the advertisement reach more people than the intended target, making it efficient. The authors
Bergkvist and Zhou (2016) mention that using social media means that there is a real-time dialogue
between the celebrities and consumers. It increases the believability of endorsers and makes the
endorsement messages more realistic and thus likely to generate positive sentiments among the
consumers. By tracking these attitudes and opinions using social media analytics, the specific response
of the public to the campaigns by brands can be determined with subsequent alteration of staking
strategies. It has been supported by Bhatt, Jayswal, and Patel (2013) that the believability of the
celebrity endorsers plays a crucial role in influencing the advertisement appeal. Credible celebrities can
have a positive and high engagement level when it comes to social media marketing. The analysis of
these metrics assists brands in evaluating the effects that stem from endorser credibility on consumers,
Byrne, Whitehead, and Breen (2003) have presented some possible pitfalls of celebrity endorsement
including the possibility of negative publicity. The social media sentiment analysis helps the brands in
identifying the negative sentiment as soon as possible and consequently controlling the negative impact
on the brand image, Choi and Rifon (2007) focus on the impact of endorsement and physical
attractiveness. This is particularly the case for visually oriented platforms like Instagram, where
celebrities can dramatically increase engagement rates due to their physical attractiveness, this study
established that high engagement levels alongside positive sentiment result in a successful endorsement
campaign, in the 1999 article, Erdogan suggests that there has to be harmony between the celebrity and
the brand, social media sense-making, this congruence may be measured by the ratio of comments and
engagement from users, such endorsement is well matched and can be supported by the high
engagement and positive sentiment, Fleck, Korchia, and Roy also emphasise on the importance of
likeability in celebrity endorsements, thus, social media platforms allow consumers to share their likes
and dislikes in a more direct manner, the sentiments can prove helpful to brands as they give insights as
to whether endorsers are popular with the public or if the campaigns they support are effective, impact
of endorser type is also highlighted by Freiden (1984) and Friedman & Friedman (1979) as a determinant
of the overall effectiveness of advertisements, it is done by analyzing activity data on social media
platforms and the sentiment of the endorsers’ messages to the target market, for instance, gender-
specific recommendations can be discussed concerning different clients and potential clients, whereas
the evaluation of the advertisements’ effectiveness is impossible without social networks’ engagement
and sentiment analysis, hence give a real-time reaction of consumers towards they products and
services and therefore help brands to assess the success of their campaigns and make necessary
changes, social media analytics can be used to provide value to brands by improving their awareness of
their consumers and the manner in which their marketing initiatives can be adjusted to generate more
positive reactions.
5. Case Studies and Best Practices
Successful celebrity endorsement campaign
In successful celebrity endorsement campaigns attributes of the celebrity are utilized to boost recall,
believability, and interest in the advertisement and brand. Factors, which have been attributed to the
success of these campaigns include credibility, attractiveness, and congruency of the endorser to the
brand and the product. Byrne, Whitehead, and Breen (2003) have also pointed out that credibility is a
vital factor within the celebrity endorsements. When people trust the endorsers, feel that she or he is
knowledgeable, there is a positive change in the consumer attitude and behaviour and, therefore,
successful campaigns. For instance, Nike has marketed their Air Jordans for many years with Michael
Jordan, which has helped create a credible brand that sells well and is popular among consumers. Choi
and Rifon (2007) focus on the physical attractiveness as a form of appealing to the customers. The ad
appeals to beautiful celebrities and is more likely to be noticed; it is also considered more credible which
improves the advertisement. This was well demonstrated through the Calvin Klein campaign that
involved icons such as Kate Moss to advance the brand’s image of style and elegance. In his 1999 paper,
Erdogan points out that there is one major factor that is instrumental in the effectiveness or lack of
effectiveness of celebrity endorsements – and that is congruity. It is likewise more convincing when the
endorsement being placed comes from a source that has the capacity to suit the product or service. This
was evident in the campaign that involved Jennifer Aniston endorsing Aveeno skincare products where
she associated her natural beauty image with the Aveeno brand. According to Fleck, Korchia, and Roy
(2012), there are no better qualities for the star of a campaign than likability and how closely the star
matches the target group. When consumers are familiar with the celebrity and consider the
endorsement consistent with the celebrity-product match, then they are likely to respond positively.
One can mention that George Clooney is endorsing Nespresso and this choice corresponds well with the
brand’s position since he is an example of a sophisticated man. Some of the most important studies on
the effects of the endorser and the product have been done by Freiden (1984) and Friedman and
Friedman (1979). Samantha’s observations with the different endorsers indicate that they have the
ability to influence the consumer depending on the gender and type of product, for instance, brands
that associate their products with female athletes who endorse health and beauty products are usually
well received by consumers, for example, Serena Williams endorsing Gatorade among other brands such
as Nike, woo into the picture Hovland & Weiss (1951) who set the tone on source credibility pointing out
that when the source is credible, the communication is persuasive, this principle is used in campaigns
where some personalities who are considered as authorities in their fields endorse products such as
doctors endorsing supplements, Kahle Homer (1985) and Kamins Gupta (1994) have also corroborated
the opinion that physical attractiveness of the celebrity and the match between the celebrity and the
type of product type also augments endorsement efficacy, as well as gaining attention, a well-matched
endorser also enhances the product image, meaning that the endorsement is more convincing and
appealing.
Failed or controversial celebrity endorsements
### Failed or Controversial Celebrity Endorsements
Despite the potential benefits, celebrity endorsements can sometimes backfire, resulting in failed or
controversial campaigns. Several factors contribute to these negative outcomes, including lack of
credibility, incongruence with the brand, and unexpected controversies surrounding the endorser.
Bergkvist and Zhou (2016) highlight that credibility plays a crucial role in endorsement effectiveness.
When celebrities are perceived as lacking authenticity or trustworthiness, their endorsements may fail
to resonate with consumers. For example, Lance Armstrong's endorsement deals faced backlash
following revelations of doping scandals, tarnishing his credibility and damaging the brands associated
with him.
Bhatt, Jayswal, and Patel (2013) emphasize the impact of endorser credibility on advertisement
effectiveness. When endorsers fail to maintain their credibility due to personal scandals or
controversies, consumers may become skeptical of the endorsed products, leading to reduced trust and
purchase intentions.
Byrne, Whitehead, and Breen (2003) discuss the risks associated with celebrity endorsements, including
the potential for negative publicity. When celebrities are involved in scandals or engage in controversial
behavior, it can reflect poorly on the brands they endorse. For instance, Tiger Woods' endorsement
deals suffered after his widely publicized extramarital affairs became public knowledge.
Choi and Rifon (2007) note that physical attractiveness alone is not sufficient for successful
endorsements. If the endorser lacks credibility or relevance to the product being endorsed, the
campaign may fail to resonate with consumers. For example, using a glamorous celebrity to endorse a
practical or utilitarian product may seem incongruent to consumers, leading to skepticism and reduced
effectiveness.
Fleck, Korchia, and Roy (2012) emphasize the importance of congruence and likability in endorsement
campaigns. When there is a mismatch between the celebrity and the brand values, consumers may
perceive the endorsement as forced or insincere, leading to negative perceptions and reduced
effectiveness. Freiden (1984) highlights the impact of endorser type and gender on audience response. If
the chosen endorser does not align with the target audience's preferences or values, the endorsement
may fail to resonate and could even alienate potential customers. In conclusion, failed or controversial
celebrity endorsements often result from a lack of credibility, incongruence with the brand, or
unexpected controversies surrounding the endorser. Brands must carefully consider these factors when
selecting celebrity endorsers to mitigate the risks of negative publicity and protect their brand
reputation.
Legal and regulatory considerations
Legal and regulatory issues play an important role within celebrity endorsement initiatives to stay
abreast of the legal requirements and avoid possible legal pitfalls for both the brand and the celebrity
endorser, several issues worthy of attention can be mentioned, namely, the issue of transparency, the
issue of truthfulness, the issue of protection of the rights of owners of intellectual property, and the
issue of the disclosure requirements. The use of transparency is critical in the promotion of the
consumer’s best interest as well as the prevention of deceptive advertisement, Amos, Holmes and
Strutton (2008) have also supported the idea of appropriate and clear information about the
relationship between the celebrity and the endorsed product. If an endorsement or sponsorship
contract is not declared, there is a legal penalty of fines and negative consequences for the company’s
image. This brings us to the last key factor that we must consider, that of intellectual property rights in
celebrity endorsements. Bergkvist and Zhou (2016) note that the advertiser needs to obtain the correct
permits and licenses for referring to celebrities, as well as their images and names, in advertising.
Misuse of IPR may result in legal proceedings and legal actions with legal actions and litigation costs.
Actual and accurate information conveyed by advertisements is a basic legal imperative that also
includes celebrity endorsements. As Bhatt, Jayswal and Patel (2013) rightly pointed out, it is crucial to
guarantee the factual accuracy of endorsement claims, as well as the evidence supporting these claims,
these deceptive advertising practices can warrant action from the regulatory bodies and also customer
outrage. Legal regulations prescribe the rules of disclosure which state that endorsements should be
clearly labeled to prevent the consumers from being misled. Byrne, Whitehead, and Breen, in their 2003
paper, address the legal requirement of endorsing clear and prominent information concerning the
affiliations between endorsers and brands, including, but not limited to, monetary compensation or
sample products. Non-disclosure of such relations is unlawful and against the advertising laws and
standards, therefore, legal and regulatory aspects are important when promoting a product through
celebrities to avoid violating the law. It is also important to note that legal concerns related to
transparency and dishonesty, ownership of intellectual property, and disclosure need to be managed to
avoid legal pitfalls that can damage the credibility of the endorsement process, through compliance with
legal provisions, the brands and endorsers can minimize their risks, and at the same time, develop
confidence among consumers for the products being marketed.
Emerging trends and future directions
Current and future developments that are already apparent in the area of celebrity endorsement are
already influencing the further development of marketing communication concepts and creating new
opportunities for advertising, some of the trends emerging from recent studies that indicate the
direction of development and changes in the concept of celebrity endorsements and their effects on ad
efficacy include: Influence of social media and influencer marketing has drastically altered the landscape
of celebrity endorsement. Amos, Holmes, and Strutton (2008) highlight that, with the help of new
media, brands can potentially cooperate with such opinion leaders as micro-influencers and niche
celebrities with limited reach but highly involved followers. This trend also makes it possible to work
with specific demographic segments while also creating natural interaction with the buyers Bergkvist &
Zhou, (2016) have noted that the modern emphasis is on authenticity and relevance of endorsements
made by celebrities. The echelle consumer wants authenticity, which is why they are now focusing on
the character of endorsers and the brands they use. Therefore, it is observed that brands are shifting
their focus from the conventional and glamorous celebrity endorsements to the real and easily relatable
influencer endorsements as on the technological front, the continuous evolution like VR and AR opens
up new horizons for the celebrity endorsement brands in terms of the experience. Byrne, Whitehead,
and Breen (2003) have mentioned that the VR and AR technologies can be employed to develop active
and highly involved campaigns with virtual celebrity endorsers. These technologies make it possible for
the brands to create and provide customized experiences that will entertain the audiences, and make
them engage with the brands more, the increasing concern on ethical and socially responsible
endorsements is defining the future of celebrities’ endorsements. According to Bhatt, Jayswal and Patel
(2013) there is thus growing concern with credibility and honesty of celebrities within the advertisement
industry, as the consumers call for genuine endorsement. Markets have thus turned to endorsers who
share similar brand values, and who support social causes, indicating that the trend towards purpose
marketing, the direction of celebrity endorsement is one that is headed towards increased authenticity,
digital integration and ethical responsibility. The brands, which accept these trends and adjust their
endorsement strategies to them, will have better chances to effectively influence consumers and to
establish more relevant and meaningful relationships with their target audience from the position of the
modern marketing environment.
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