Getting the best out of celebrity endorsers
Zafer Erdogan, Strathclyde University, and Philip Kitchen, Queen's University Belfast, examine some aspects of the use of celebrities in marketing communications, and suggest how brand owners may make the best use of brand endorsers
Zafer Erdogan and Philip Kitchen
Using celebrities in marketing communications has become common practice, as marketers try to develop communication strategies to differentiate their products in today's highly cluttered competitive environments. Estimates of the use of celebrities in US TV commercials show a substantial increase between 1979 and 1997 (1) (Exhibit 1). In the UK,...