Celebrity power and its influence on global consumer behaviour

This report discusses the influence of celebrities on consumer behaviours, giving a breakdown of different types of celebrities and how their profiles can be used in marketing.
The impact of celebrities on consumer behaviour includes changing attitudes towards ageing, increased sales in categories such as cosmetics, weight-loss and fashion, and popularity of celebrity fragrances. Globally, younger consumers and Chinese consumers are most likely to say they look up to celebrities. In Brazil, musicians have most influence, and consumers in India are the most prepared to pay a premium for a celebrity endorsed product. When looking to use celebrities in marketing brands should ensure their image/values are a good fit, that the celebrity profile is of an enduring nature and that the partnership is mutually beneficial....

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