Celebrities often contract to endorse a product. Should they use the product regularly, or
even like the product before they are allowed to claim that they “endorse” the product?
Celebrity endorsement has been used for many years in entertainment, business, and even
politics. Several studies have been done to show the benefits of celebrity branding. A study by
Shih (2012) has shown that celebrity endorsement enhances a company's brand and increases
consumer loyalty. Another study by Elberse & Verleun (2012) shows that celebrity endorsement
increases sales and improves competitive advantage.
The reason for this is consumers' attitudes and beliefs are influenced by information they get
from people they believe are credible (Saldanha et al., 2018). This implies celebrities carry the
trust put on them by their fans which they should use cautiously. Another reason is that
consumers want to follow these celebrities who they regard as successful to become successful
or famous.
Consequently, celebrities should be accountable for the products they endorse by considering the
trust put on them by their fans. They should feel responsible because most of these fans are
young and see these celebrities as a role model. They might not use every product they endorse
but they need to do their research on the product and confirm that it's safe and does what it is
meant to do.
If you were assigned to sell a product called “Sweet Treats” with the slogan, “so sweet, it
will make you tweet,” but you thought the product tasted sour, and not at all sweet, what
would you do?
The first step is to ask them how they come up with the slogan. If they implied the taste of the
product then I'll inform them that it conflicts with the actual taste. Some products are meant to be
sweet and some are sour. The solution could be just to change the slogan or clearly show the
implications of the slogan. If they refuse I will decline the offer to endorse their product and
maintain the trust people have in me.
Explore where the line is between harmlessly implying that someone is promoting a
product, and someone dishonestly claiming that they genuinely believe the product is the
best.
even like the product before they are allowed to claim that they “endorse” the product?
Celebrity endorsement has been used for many years in entertainment, business, and even
politics. Several studies have been done to show the benefits of celebrity branding. A study by
Shih (2012) has shown that celebrity endorsement enhances a company's brand and increases
consumer loyalty. Another study by Elberse & Verleun (2012) shows that celebrity endorsement
increases sales and improves competitive advantage.
The reason for this is consumers' attitudes and beliefs are influenced by information they get
from people they believe are credible (Saldanha et al., 2018). This implies celebrities carry the
trust put on them by their fans which they should use cautiously. Another reason is that
consumers want to follow these celebrities who they regard as successful to become successful
or famous.
Consequently, celebrities should be accountable for the products they endorse by considering the
trust put on them by their fans. They should feel responsible because most of these fans are
young and see these celebrities as a role model. They might not use every product they endorse
but they need to do their research on the product and confirm that it's safe and does what it is
meant to do.
If you were assigned to sell a product called “Sweet Treats” with the slogan, “so sweet, it
will make you tweet,” but you thought the product tasted sour, and not at all sweet, what
would you do?
The first step is to ask them how they come up with the slogan. If they implied the taste of the
product then I'll inform them that it conflicts with the actual taste. Some products are meant to be
sweet and some are sour. The solution could be just to change the slogan or clearly show the
implications of the slogan. If they refuse I will decline the offer to endorse their product and
maintain the trust people have in me.
Explore where the line is between harmlessly implying that someone is promoting a
product, and someone dishonestly claiming that they genuinely believe the product is the
best.
