UTICAJ ANGAŽOVANJA POZNATIH LIČNOSTI NA EFEKTIVNOST OGLAŠAVANJA I IMIDŽ BRENDA
THE INFLUENCE OF CELEBRITY ENDORSEMENT ON ADVERTISING EFFECTIVENESS AND BRAND IMAGE

Summary/Abstract: Brand advertising by using celebrity endorsement is a very popular strategy among marketers. This practice has been used for almost a century and its popularity has been constantly growing. Frequent use of this strategy is based on the assumption that the positive image and certain personal characteristics will be transferred from a celebrity to a brand. In this paper, we have presented four basic theories/models relating to the involvement of celebrities in brand advertising: the source credibility model, the source attractiveness model, the meaning transfer model, and celebrity/product fit model. These four models are the basis for most of the research in this area. In addition, the review of previous studies on the impact of this strategy on the effectiveness of advertising and brand image has been presented. Generally, studies have provided the evidence that the involvement of a celebrity in advertising produces significantly more favourable consumer reactions (higher level of attention, the better recall of the message and brand name, more favourable attitudes and purchase intentions etc.), as opposed to the involvement of an unknown person in advertising.

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