Celebrity branding or celebrity endorsement is a form of advertising campaign or marketing strategy used by brands, companies, or a non-profit organization which involves celebrities or a well-known person using their social status or their fame to help promote a product, service or even raise awareness on environmental or social matters. Marketers use celebrity endorsers in hopes that the positive images of the celebrity endorser of the brand will also be passed on to the products or the brand image associated with the celebrities. Celebrity endorsement is usually commonly used by fashion or beauty brands, but a non-profit organization relies on celebrities as well, as celebrities have mass communication skills which can attract people’s attention and is helpful in reaching a wider audience to raise their awareness towards a certain organization or an issue. Thus, making celebrities effective fundraisers.
In modern day many businesses have chosen to use celebrities in their marketing communications to make their product or organisation seem appealing to consumers, this type of strategy is used to increase sales and help the business seem more popular than other competitors. By using many known celebrities to be the face of their business campaign this puts a high emplacement of the brand in the consumers mind and helps shows trustworthiness, expertise and attractiveness by the use of the celebrity (Escalas & Bettman, 2015, p. xx). By using celebrities it not only makes the consumer feel attracted to the product it also maintains attention and keeps a higher recall about the business in their minds due to their fame in today’s modern environment. Many businesses around the world are flooded with competitors so turn to celebrity branding to appeal to their targetted consumers, due to celebrities being seen as role models this will trigger a sense of need and satisfaction to the product in the consumers mind and will make them be able to related more to the business.