Khalil Kassam

I found this interesting blog post on brandchannel.com . It talks about how consumers report in surveys that Celebrity endorsements do not have anything to do with their purchasing decisions, as stated by Adweek. By that being said, they are saying that celebrity endorsements have zero impact on their decisions.

When we think about branding, our choice in a brand is majorly done through trust and loyalty. If we trust the quality and consistency of a particular brand, we are more likely to pick it. With Celebrity advertisements, we extend on this idea. Our trust in the celebrity as a brand then becomes associated with a new brand, and through this link, we are more likely to purchase this product.

I think this should have some type of impact on the consumer, although minimal. The main purpose for using celebrity endorsements is through the exposure and popularity it will receive by doing this type of cobranding. It will help to effectively penetrate in a specific target market and offer valuable exposure. Think of Clearly Contacts with Trevor Linden. …