Do celebrity endorsements boost the brand’s image

We live in a world where we adore celebrities and imitate their lifestyle. Of all the people, celebrities are the ones who enjoy fame, name and influence the most—no wonder why advertisers prefer to make celebrities as the brand ambassador of a product. You will come across several studies explaining how celebrity endorsements have helped the brand grow in the market. Some studies suggest consumers can recall the product much easier if a famous personality endorses the product. Let us look at the positive and negative effects of celebrity endorsement.

• Boost sales

As per Social Media Week, stocks and sales can increase by 4% when a celebrity becomes any product’s brand ambassador. You will notice many actors and sportspersons keep posting about their endorsed brands on their social media handles and how those products have helped them. This marketing tactic always hit the bullseye for adherent fans.

• Influences the purchase

If a sportsperson endorses a product, there is no doubt millions of people will be influenced to buy the product. For example, Nike has successfully promoted its sports footwear as the best because of the endorsements of Michael Jordan and Tiger Woods. We feel convinced when an authentic person claims or sells us something.

• Criticism and setbacks

Without a doubt, celebrity branding has faced a lot of criticism. Many critics have called out on the hypocrisy of celebrities. For instances, many movie stars endorsed soft drinks, but they keep away from using the products as the ingredients used in them are unhealthy. It suggests that such celebrities only care about the money and not the well-being of followers. Not to mention, politics have also played a vital role in the disowning of a particular brand. If a celebrity put out an undesirable statement or act immorally, the endorsed brand may have to face the repercussions, sometimes beyond repair.