Uticaj Angazovanja Poznatih Licnosti Na Efektivnost Oglasavanja i Imidz Brenda - Sladjana Starcevic

8/22/2019 Uticaj Angazovanja Poznatih Licnosti Na Efektivnost Oglasavanja i Imidz Brenda - Sladjana Starcevic

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, 2013, 7, . 147-161 UDC 658.626:659.1/.4 : 05. 2012. DOI: 10.7251/ZREFIS1307147SReceived: 05 September 2012

Review paper

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THE INFLUENCE OF CELEBRITY ENDORSEMENT ON ADVERTISING

EFFECTIVENESS AND BRAND IMAGE

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Summary: Brand advertising by using celebrityendorsement is a very popular strategy amongmarketers. This practice has been used for almost a

century and its popularity has been constantlygrowing. Frequent use of this strategy is based on theassumption that the positive image and certain

personal characteristics will be transferred from acelebrity to a brand. In this paper, we have presentedfour basic theories/models relating to the involvement

of celebrities in brand advertising: the sourcecredibility model, the source attractiveness model, themeaning transfer model, and celebrity/product fitmodel. These four models are the basis for most of the

research in this area. In addition, the review ofprevious studies on the impact of this strategy on theeffectiveness of advertising and brand image has been

presented. Generally, studies have provided theevidence that the involvement of a celebrity inadvertising produces significantly more favourableconsumer reactions (higher level of attention, thebetter recall of the message and brand name, morefavourable attitudes and purchase intentions etc.), asopposed to the involvement of an unknown person in

advertising.y words: brand, celebrity, advertising,

endorsement, consumer.

JEL classification:31,37.

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Uticaj Angazovanja Poznatih Licnosti Na Efektivnost Oglasavanja i Imidz Brenda - Sladjana Starcevic