Impact of Celebrity Endorser on Corporate Identity, Corporate Communication, Corporate Image and Corporate Reputation

Abstract

Celebrity endorsement has been established as one of the most popular tools of advertising in recent time. It has become a trend and perceived as a winning formula for product marketing and brand building. It is easy to choose a celebrity but it is tough to establish a strong association between the product and the endorser. This paper explores the issue of company image by assessing the reactions of respondents to advertising utilizing a celebrity endorser against one that does not. Interestingly it does not find any significant difference between the various responses studied towards two advertisement types. This indicates that the respondents viewed both advertisements similarly and reacted as such. This is exciting as it contradicts most past studies.  At the same time, the data indicates that Behavioral responses were consistently lowest, followed by Attitudinal towards the company and its image and the highest was Attitudinal towards the brand and the advertisement.

Keywords: Corporate Identity, Celebrity Endorser, Corporate Communication, Corporate Image, Corporate Reputation