Relationship Between Celebrity Personality And Brand...

Marketers have the mission of finding the best way to sell their brand to consumers. They try different strategies and methods to get through to their target market. Of the many options they have using a celebrity endorser is a popular way to get consumers to notice the brand and to buy the product. However, finding the right celebrity to match with the brands personality is a matter of opinion, and finding the right match could also affect the consumers’ willingness to buy the brand. The current study will examine the relationship in celebrity personality and brand personality, and how they connect to buying behavior. A brand’s personality is what draws the customer in. A formal definition of brand personality is â€Å"the set of human characteristics associated with a brand† (Aaker, 1997, p. 347). The personality factors within brand personality include excitement, sincerity, ruggedness, competence, and sophistication. Aaker suggested that people want to connect with brands that project a personality that is similar to their own, as if they are connecting with someone they like. Companies achieve this by putting their brands alongside famous people. In doing so, companies are personifying their brand or product. Marketers use a celebrity’s personality in connection with their brand to connect with consumers. In using celebrities and other influential persons to make a connection with their target consumers, companies are able to make a profit. In a study conductedShow MoreRelatedMarketing Strategy : Celebrity Co Branding Essay1516 Words   |  7 PagesINTRODUCTION Under the context of globalization, the role of brands becomes increasingly important in both aspects of corporate and consumers. It is particularly significant in the sportswear industry worldwide that many companies not only have to compete with their products but more importantly on brand values to attract more consumers and sustain its competitive advantages. This means that corporate branding strategy, which is building branding architecture that associated their values to theRead MoreThe Role of Consumer Behavior and Products in Marketing Decisions1353 Words   |  5 PagesProducts in Marketing Decisions 1. What is the personality of the branded product? One way to answer this question is to ask, If this brand were a person what would it look like? Would it be a tall man in a conservative suit and tie? A young girl in a suggestive outfit? What music relates to your brand? Harley-Davidson is a brand predicated on freedom and a chance to define ones own identity and destiny, away from the status quo. It is also a brand rich with a legacy of providing exceptional customerRead MoreBrand Personality1340 Words   |  6 PagesBrand Personality Definition Have you recently come across statements like â€Å"Brand X is rugged and macho with a spirit of adventure and freedom† or â€Å"Brand Y is stylish, trendy, younger and competitively priced†? These are some statements that tell about what is the personality of the brand in the minds of the consumers. Aaker defines Brand personality as ‘a set of human characteristics associated with the brand’. Brand personality is formed when the brand is personified or given some human traitsRead MoreThe Wearing Celebrity s Transgression And If Any Negative Implications Allotted By Purchasers1333 Words   |  6 Pagesallotted by purchasers will stretch out to their brands. However this sample additionally demonstrates that those backers whose relationship with Woods was focused around his non-item characteristics, (for example, his uprightness, unwavering quality, trustworthiness and so on) were speedy to force their help, while those whose sponsorship is focused around the golfer’s item related traits (his playing golf achievement) have kept up their relationship. Whether these backers’ choices were focused aroundRead MoreWhat Is Self- Congruity And Consumer Behaviour?1406 Words   |  6 PagesLITERATURE REVIEW OF PUBLISHED JOURNAL ARTICLES Several journal articles have been published in relation to the concept of self- congruity and consumer behaviour. It is seen that different articles focus on developing brand personality and image, pertaining to a specific field. In case of tourism industries, it is seen that self- congruity plays a very major role, even though destination branding is different from that of any normal product or service (Usakli Ahmet, 2009,p.1). The research on destinationRead MoreImpact of Celebrity Endorsement on Overall Brand3390 Words   |  14 PagesImpact of Celebrity Endorsement on Overall Brand By Muneeb Ahmed Synopsis The general belief among advertisers is that brand communication messages delivered by celebrities and famous personalities generate a higher appeal, attention and recall than those executed by non-celebrities. The quick message-reach and impact are all too essential in today s highly competitive environment. |[| |p| |i| |c| |]| |[| |p| |i| |c| |]| |[| |p| |i| |c| |]| |[| |p| |i| |c| |]| |[| |p| |i| Read MoreBrand Identity Prism of Raymonds and Arrow1126 Words   |  5 PagesFashion Brand Management Topic: Comparative study of the Brand Identity of two Fashion Brands Arrow Raymond Premium Apparel Submitted to: Mrs. Bharti Moitra Submitted By: Nancy Mehta Roll no.27 MFM (Sem-II) Brand Identity Brand identity is a unique set of brand associations that the brand strategist applies to create or maintain. These associations represent what the brand stands for and imply a promise to the customers from the organization members. Modern theories say that a brand identityRead MoreChapter Two : Literature Review3209 Words   |  13 PagesOverview The term brand equity refers to the incremental value added by a brand name to a product (Pappu et al., 2011, cited in Farquhar, 1989). Celebrity Endorsements could be when there were consumer attachments to the popular figure who, which represented the products or services of the brands. Brands are popularised by different marketing techniques that navigate how the brand accumulates loyalty and trust amongst its consumer market (Chaudhuri Holbrook, 2001). Even though a brand has the possibilityRead MoreRole of the Brand Ambassadors in Marketing1060 Words   |  5 PagesROLE OF THE BRAND AMBASSADOR IN MARKETING Brand Ambassador‟ is one of the most commonly misunderstood and loosely used terms in the world of Branding. It is more commonly thought of as a celebrity endorser. Another common notion is the association of â€Å"brand ambassador‟ only to celebrities, while it can include employees of a company and, most importantly, the customers of a brand. If you remember MDH, its owner has been the brand ambassador for years.    It is true that there exist certain similaritiesRead MoreThe Impact Of Celebrity On Consumer Perception1881 Words   |  8 Pagesuse of innovative marketing tactics are often implemented to achieve success in the restaurant industry. Using celebrity endorsers as part of the promotion for the restaurant is one common practice. Using celebrities, a restaurant or restaurant chain can distinguish itself from its competitors by increasing the brands reputation and name. Developing positive attitudes towards the brand as well as maintaining loyal customers increases sales and allows the restaurant to gain a distinct advantage over