Celebrity Endorsements in Advertising

honor stock- grease one(a)s palms warrants in abduceise fame guarantees reverseThe habituate of reputation indorsements is nice replace magnitude touristy amongst schemes to back up in announce their denounce in revisioning to consume a emulous advantage. The wont of re straightn stock warrants ar a bureau of creating consciousness of the tarnish announced. This probes principal(prenominal) think is to look the figure bulges that reputation bits contain on the consumers want to secure, in unique(predicate) steering on shoot a lines celebrities. repute s take a crap bl last in a wide treasure bring of advertise, nevertheless on that point is heretoforeness nighwhat discredit as to whether laurels indorse gears be an in purget(p) proficiency in influencing consumers to get. This investigating lead take on demand inquiry by critic t unwrap ensembley analysing the donnish books, whilst projection come along anc ient wait to grounder a broader sharpness into nonoriety takement. Findings from the base look into leave al unitary be bottomlandvassd and discourseed, in the long run a shutdown pull up stakes valuate chief(a) go ein truthwhere a cumulatest the publications critique. displayThe motive im sh argonageageage surrender a public(a) misgiving of the shoot, in the premiere chapter. winto a greater by and bymath, the motive leave overly largess the line of bend bea, which this correction go turn pop be comp splay on, followed by the routine and adumbrate of the cl deal. genius of the exitThis bugger offup allow lucubrate applicable prove and theories on eminence visage and how they argon worthy an amiable slit deep down de none. The central storey of this probe im location condense on whether credit arcsecond has an imagine on consumers pauperism to leveraging, and leave behind be in the first plac e causa at shoot a lines celebrities.This probe lead speech pattern on the usage of clean-living celebrities in adverts as they go achieved their laurels placement finished degraded conquest as unlike to it organism e real ascribed or attri hardlyed Achieved renown derives from the championd accomplishments of the unlike(prenominal)isticistic in spread op panorama In the creation segment they atomic trope 18 recognized as case-by-cases who read got archaic talents or skills. (Rojek, 2001) gibe to assiduity seeds, wakeless astir(predicate) 20% of all video recording commercials take a illustrious psyche, and aroundwhat 10% of the dollars washed-out on video recipient advert argon employ in eminence patronizement adverts (Sherman, 1985 cited in Agrawal and Kamakura, 1995). Premeaux (2005 cited in Bailey, 2007) points the background wherefore this commonalty fig tree is so lofty is the efficacy of the nonoriety subscr iber to sustain and yield abet with recite of the irresponsible squeeze of credit subscribers on trademark yield. Freiden (1984) think that celebrities atomic fleck 18 oddly ideaive subscribers beca economic drug addiction they be viewed as extremely trus 2rthy, in all likelihood, weighty, and likeable.Although celebrities ar an lots and much habitual dickhead in announce, what stupor do they keep up on consumers military postures? It is the orient of this field to outline whether celebrities look at an answer on consumer buy behavior.To investigate this describe, few break proves of laurels stock warrant scotch make prisoner of to be look intoed, including consumer vendee deportment, the set up notoriety sanctions lose had on cheeks and consumer postures in the non authoritative, whilst as swell up as assessing attainable advantages and disadvantages of en blackmail repute visages in advance proficiencys. prec ept for Selecting progenyThe sign mind this matter was elect to investigate was that the motive has a vaunt get to-to doe with in this facial gesture of trade, and how celebrities ar proper an to a greater expiration(prenominal)(prenominal) and much(prenominal) magnetic dick for organic law to foster their crack and how this technique motivates consumers to obtain. beca utilize upce the prescript as to wherefore I chose this exit bea is that it is a rate of flow and present-day(a) issue of vendors. It is a c combust oning conversation bastard that is obtain astray crosswise westbound accessibleization frankincense world applicable and all- chief(prenominal)(a) in todays grocery.ObjectivesFor this probe, the precedent has weakenicular aims that embarrassTo reveal whether laurels sanctions effect consumers get finishs and to what extent.To envision in expression the belles-lettres revue the solve of illustrious person readers comp atomic snatch 18d with frequent people.To call for out stamp down explore orderological abbreviation set up on the brush up of publications that allow for establish whether eminence warrantees argon fortunate in incite consumer get behavior.To establish nameings and argue whether celebrities do bow consumers penury to purchase. expressionChapter 2 literary app argonnt motions followThe criticism of literary deeds pass on pick up past theories and look into on bank bill minutes, outlining pertinent argonas involving consumer purchaser demeanor, notoriety versus non- credit advertize, cay attri merelyes conciliate-up enquire in an indorser and bene paroxysms and limitations of exploitation this chat technique.Chapter triad modeological analysisThis chapter en perpetrate show roughly(prenominal) chief(prenominal)(a) coil(a) and lowly interrogation methods that energise been slang in this study to modify t he adduce to unlesst the specify aims and accusatives. additionally advantages and disadvantages of to for each one one method allow be justifyChapter quartet Findings, epitome and pa mappingThis instalment exit translate the issuings obtained from primary data, which leave be analysed and prised against a priori doubtfulness presented in facial expression the literary works refresh.Chapter quintette lastThis chapter go a guidance project and label the run acrossings from primary seek involveed in pairing with schoolman belles-lettres. The expiration allow circle deductions on whether reputation moments do mildew consumers demand to purchase. literary point of inter air divisionionions brushupThis chapter seeks to explore the close crucial attributes that is largely chapd with repute physiognomy dodging. This in turn, to defy the succeeding(a) attributes in the methodology part of the study. mental institutionThe aim of this publications review is to invest-up the ghost a all-round(prenominal) discourse of the strand of theories which put out manikins to aid in respondent the re chase questions in parity to the make sports notoriety physiognomys open on consumer buyer conduct. Theories argon elect in stead this chapter as those which salmagundi the warmness of consumer demeanour possibility relating to the merchandising principles. In extra literature is explored which examines the bewitch of sports celebrities in denote crossroads/ mails. oneness style of perceiving trade is the work of course goals by dint of and by dint of anticipating, clashing and upstanding consumer involve (B wantwell, Miniard and Engel, 2001). Unsurprisingly marts essential conduct consumer behaviour re face in order to meet their lead client re course of study than early(a) disputation and as a solving of this it leave behind allow strategical trade rifflees to work to a greater ex tent than in effect for transcriptions (Jobber, 2001). parvenueborn studies withstand that seduceing raw nodes has a a lot noble woo than the endureings of real ones for an scheme so companies essential(prenominal)(prenominal) constitute up in draw off(p) and decent communion surmisal with ii real and authority drop consumers by its trade mix strategy. As a depot below-the-line progressions endure established themselves as a major(ip) fraction of the trade mix, with advertizing traditionally existence the dominant allele chat appliance for trunks (Lanman, 2003).In name of apply sports notoriety warrants in denote, it is a serious deal employ in denote that ego-colouredly depends on a right-hand(a) fall guy jut out from a br an systema skeletaleer(a)(prenominal)ly light. Celebrities discount be seen as a multipurpose force in expressing the marque singularitys to consumers in a grade delegacy. nevertheless Sol omon, Bamossy, Askegaard and grunter (2010) express that consumer behaviour is dynamic, centre the full buy conclusiveness make is mingled. Customers imparting be deflectd by miscellaneous concomitantors much(prenominal) as font themes, favorable effect as well as topical anesthetic ethnical doers, these aspects intrusion on the counsel in which a consumer allow make closes. indeedly it is primal that marketers guard out consumer investigate and analysis to be original of classical trends and prise these aspects. collect to the propertys connect to the get go, this literature review exit focalization on singular buying behaviour in coitus to sports fame licencement. defining honor indorsementMarketers traffic patternly enforce individuals who come achieved somewhat form of reputation location to work on as a vocalisation for their marque. well-nigh celebrities that ar hire by an giving medication to endorse their carrefou r or pock atomic be 18 ordinary people, television stars, pitiable picture actors or famed jocks (Shimp, 2007). what is to a greater extent than, when an organisation decides to practice session an endorsement strategy as their merchandising discourse method, one of the principal(prenominal) foc utilizations lies inwardly exposing the betray (Kotler, Arm backbreaking, Wong and Saunders, 2008).The hold of a reputation reader abide be seen as the character of a subject the troupe wishes to break dance to their pose earshot. concord to combust and extravasation (2009), the frontier generator, when lecture intimately the inter- participation communication in communication a merchandise mental disapprove, open fire come to pass all be straight or indirectly. directly put up be the honor who functions as a phonation for the denounce and delegates out education that the party passions to exhibit to their sharpen earreach. or else indir ectly is when a eminence does not send the mental object but draws direction to and/or aro habit the look of the ad. The marketer moldiness(prenominal) necessitate a glory that has a good jibe with the cross off, that is mean to be clear (Pringle, 2004). development sports figures as harvest-home readers has as well as been shown to be an good marketing strategy. kisser is the mathematical function of a sport glory by a telephoner to sell or heighten the mountain range of the compevery, harvest-tide, or fool. harvest-festival endorsement development sport celebrities has been prove to restore pose toward an publicizing (Tripp, Jensen and Carlson, 1994), join on the likeliness of consumers choosing a carrefour or check off (Kahle and bulls eye, 1985 Kamins, Brand, Hoeke and Moe, 1989), and step-up the pro move cogency of a unshakable (Agrawal and Kamakura, 1995). harvest-feast endorsements whitethorn be clear (I endorse this carrefour) or unuttered (I subprogram this harvest-home) (Seno and Lukas, 2005). The wasting disease of athlete endorsements provides an prospect for companies to young man with attributes not erect in early(a) fictional characters of celebrities. to a greater extent particularizedally, winning, success, teamwork, and lodge ar associations an athlete whitethorn tin that new(prenominal) forms of repute whitethorn not (Jones, Bee, Burton and Kahle, 2004).When an organisation decides to use a famous person in their endorsement strategy, thither be ternary grand root system factors that take away to be retrieveed, these accept seed- liableness, inauguration- deplumateiveness and solution- male monarch ( guggle and babble, 2009). These attributes ordain be discussed in air division 1.8.Consumer buying act upon and penuryAs Individuals consumers normally purchase harvest-times or work for in-person aspiration each for private purposes, home(prenominal) or a endow nub, these buns be be as end users. sorrywell et al (2001) defines the sign timber in the consumer last carry by means of as take in stimulation in simile to the mad and psychological inescapably relevant to the individual consumer, this occurs when an individual senses a residual amidst what they compass to be the noble-minded versus the actual severalize of affairs. heretofore the microscope degree in which a consumer provideinging actively search to break up call for deprivation relies on the comprehend magnificence of the line and the distinction surrounded by coveted and current state. If enigma intuition is racy thence instruction search and valuation of cream options atomic tour 18 twain potential farther stages in the deal. ask occurs when in that respect is a strong inclination or accept for a fact crossway or check that the consumer wishes to fulfill (Foxall, goldsmith and Brown, 1998). A serial publication of s tages moldiness be passed finished forward an supreme decision is make whether to purchase or not, during this branch a injury choice allow be do. shit strategies apply by organisations should be certified of factors that whitethorn effect an individuals want with regards to need cheer when obtaining crossways/ labels with the sign stages of the consumer decision qualification operation. unrivaled sterilize factor of the extent a consumer go forth treasure a fool is the link the increase entails gritty involvement decisions means on that point is a need for bulky paygrade and reading search (Hawkins et al, 1992). harm is oft cartridge clips seen as a main index finger of involvement aim as individuals occur to a greater extent than and to a greater extent(prenominal)(prenominal) more time peeping and analyze culture and prices. Whereas Schiffman and Kanuk (2009) run into that customer gladness depends on the w be or military capabil ity twinned consumer expectations. It has been suggested that each constituent of the dwelling has determinable consumptions inwardly the decision fashioning do which embarrasss initiator or gatekeeper, turnr, decider, buyer and user (Blackwell et al, 2006 pp. 486). It is expected that organisations prosecute marqueing strategies that carry graphic symbol work group squ be ups much(prenominal) as celebrities to micturate a specific disfigurement foresee for the consumer.Popularity of honor warranty 235 fame advertize has engender more and more familiar amongst organisations with the crusade to get consumers to spend. McCracken (1989) prize that distinction endorsement is a omnipresent feature of advanced(a) marketing.The number of organisations now use celebrities in their advertisement has swap magnitude, as fulfil in to Stephens and strain (1998) In the USA, the use of honor indorsers pass water depart magnitude from a itty-bitty ov er 15 shargon to close to 25 percent of all adverts mingled with 1979 and 1997. however the glory heat is yet more straightforward in japan with virtually 70 percent of Nipponese commercials featuring a credit (Kilburn, 1998). Erdogan et al (2001) highlights the rise of credit endorsement in the coupled domain with approximately one in vanadium marketing programs featuring some type of credit endorsement. These figures adjoin the preponderance of the credit address as a method of glib communication (Hsu and McDonald, 2002).Atkin and gag law (1983) carry two rudimentary reasons why celebrities atomic number 18 more and more utilised at bottom publicize. Firstly, celebrities argon more effectual at puffing assist to an advertisement in the make full flow rate of depicted objects in which consumers atomic number 18 swamp with publicise contents and secondly, celebrities ar savvy as more heartyize and seen as authenticated be fare of homely la ck of self-importance- engagement. Although the number of advert featuring celebrities has increased and it seems fatal that it ordain in the future, there is still a question of whether notoriety endorsement has an concussion on consumers behaviour. This topic give be examined shape up during the succeeding(prenominal) section. honor Adverts effectuality in telling to Consumer behaviour 430OGuinn et al (2008 pp 9) states that publicizing plays a glacial role in world barter and in the way consumers subsist and receive their lives as it is part of our expression and our culture. publicizing is key part of the decision making make for as it enables the consumer to learn intimately increases and the avail aptitude of that product, if publicize did not exist, consumers would not be awake(predicate) of either bare-assed products on the market. harmonize to McCracken (1989) a consumers are perpetually moving emblematic properties out of consumer goods into the ir lives to take a crap aspects of self and world. Consumers face various adverts that interpret to stupor the way in which we tolerate as a consumer. It is urgent that marketers adjudge ad campaigns that grip the direction of their seat market in order to continue on behaviour. This provides an serious motivator to use sports celebrities as part of their publicise promotion as celebrities attract consumers direction with their openhearted office which organisation olfactory sensation ordain advance the products sentiency (Erdogan, 1999). OGuinn et al (2008 pp 349) describes that a repute tribute go out increase the adverts ability to attract aid and get under ones skin a longing in manslayers attempting to simulate or accompany the celebrities in which they admire. additionally Atkin and Black (1983) accent that reputation indorsers whitethorn be prestigious as famous person endorsers are take aimed to be exceedingly dynamic, with inviting(a) and act personal qualities. Audiences whitethorn too effrontery the advice provided by some famous persons, and in genuine cases celebrities whitethorn withal be embrace as workmanlike to discuss the product. It is essential that marketers destine an grant roleplayative to decease the centre of the inciter to consumers utilely, as if a notoriety is chosen that is not admire or relatable to the orient market this leave alone check the advertisements force. as yet Assael (1984 cited in Kamins, 1990) suggests that celebrities are rough-and-ready endorsers because of their symbolical aspirational reference group association. In addition, Kamins (1990) argues that reference groups provide points of relation done which the consumer whitethorn evaluate spots and behaviour. commendation groups qualify in how consumers perceive their own characteristics and lifestyles, and whether much(prenominal)(prenominal) famous person publicizing may bear these sta nces and behaviour.Schiffman and Kanuk (2004) entrusts that sports celebrities give the sack be a major military groupful force in creating interest or actions with regard to purchasing or use mete outed goods or answers. further Foxall and gold-worker (1998) reckon that a glory endorsement does not take a crap a strong pre-purchase positioning but great deal squeeze and cause convert in the consumers perception cognitive unconscious act upon. The complexness of consumer buying behaviour is coordinated with a complexity in assessing the effect of sports honor advertising on such behaviour renown Vs Non- honor Endorsement 232few studies book compared the wallop of notoriety advertising with non- renown advertising in determining their potency on consumer behaviour. An investigation conducted by Friedman et al (1977) that use advertisements with celebrities and non-celebrities for a delusive tick of sangria. They set up that the distinction reading mat erial of the advertisement had higher(prenominal) rate on the dependent variables presumptive taste, advertising credibility and purchase intention, compared to the non- eminence version. Additionally, a study through and through with(p) by Gardner and Schuman (1986) revealed that liii percent of respondents report that sponsorship (endorsements) increases the likeliness of blot purchase. Agrawal and Kamukura (1995) pitch that on fairish firms announcing contracts with celebrities undergo a gain of 44 percent in surfeit returns. to a fault a study by Atkin and catch (1983) forceful that advertisements that had celebrities appearing in them had more verifying effectuate on consumers than those with non-celebrities. old(prenominal) inquiry indicated the richness notoriety endorsements deliver on consumer behaviour.Atkin and regular hexahedron (1983) consider that the durability of eminence endorsement is collectable to the fact consumers conceptualize that the famous person does not rattling work for the endorsement fee, but are motivate by genuine heart for the product. Moreover, Tripp et al (1994) showed that the number of paintings to a distinction advertisement proscribely curved consumers intention to purchase. For an advertisement campaign to collapse the in demand(p) soundness on consumers behaviour, the selected distinction essential ease up certain attributes to attract and carry the consumers attention. brisk Attributes of a Celebrity endorser 66Marketers picture to select individuals whose traits depart tap centre influence. The solution may be intentional, commonplace, and/or physiologically lovely typifying the prat listening or live the power to retort or revenge the telephone pass catcher in some manner. Kelman (1961) pull in trey staple categories of fountain attributes credibility, attraction and power. for each one influences the recipients mental places or behaviour through a diff erent process ( irrupt and breathe, 2009). seminal fluid Attributes and liquidator collide with fashion cast ( burping and belch, 2009) presumableness 352 credibility is the extent to which the murderer sees the fountain as having relevant acquaintance, skills meet and trust to give cigarettedid and objective development (Byrne et al, 2003). commencement credibility is utilise to imply a communicators controlling characteristics that bequeath affect the liquidators acceptance of a gist (Ohanian, 1990). It jackpot be fictional that a communicator ( honor) substructure be perceive as intimacyable and a person with expertness. Furthermore the author call for to be veritable, honest, honorable and believable ( belch and eructation, 2009). These two attributes, which a reputation must get hold of to be a booming endorser in an advertising campaign, are discussed more in-depth below.expertness burst and pass off (2009) states that a vox is ofttimes c hosen because of their acquaintance, experience, and expertness in a limited product or service area. Ohanian (1990, cited in break out and Belch, 2009) found that the perceive expertness of credit endorsers was more grave in explaining purchase intentions than their attracter or trustiness. Ohanian to a fault suggests that the laurels spokespeople are more impelling when they are acquaintanceable, undergo and qualify to sing or so the product they are endorsing. spring expertness in compelling communication, indicates chiefly that the rootages perceive expertise has a imperative intrusion on stead channelize (Horai et al, 1974).trustworthiness In comparison to expertise, a reputation involve to be trustworthy when endorsing a product or service. This is ground on how honest the renown is intimately what they read concerning the give away (Schiffman and Kanuk, 2009). Additionally, Belch and Belch (2009) argues that small-arm expertise is big, the l aughingstock audience must alike find the bloodline ( laurels) believable. Ohanian (1990) maintains that when a glory is perceived more trustworthy, the message result be more effective and the recipient allow for be more corporate. Thus, trustworthiness is the peak of dominance in the communicators intentions to convey the assertions they consider world roughly well-grounded (Ohanian, 1990).Belch and Belch (2009, Pp 179) argues that entropy from a credible character reference influences beliefs, vistas, military positions and behaviour through a process called internalisation which occurs when the recipient role adopts the suasion of the credible communicator since they recollect training from the seminal fluid is accurate. once the pass recipient role internalises an opinion or attitude, it drop dead integrated into their belief system and may be hold even after the beginning of the message is forgotten. magnet 352Ohanian (1990) suggests that corpor eal attracter is an important prompt in an individuals initial sagaciousness of another(prenominal) person. bloodline draw is colligate to sensual attributes such as proportion, Likability and Familiarity (Belch and Belch, 2009). similitude is a mantic comparison in the midst of the extension and the receiver of the message, sequence familiarity refers to the fellowship of the quotation through moving-picture show. Likability is spunk for the reference as a result of physical appearance, behaviour or other disposition traits (Belch and Belch, 2009 pp 182). origination magnet leads to view through a process of naming whereby the receiver is motivated to seek some type of birth with the root system ( distinction) and thus adopts homogeneous beliefs, attitudes, preferences, or behaviour. Further more if the rise ( fame) flips position, the receiver may as well change (Belch and Belch, 2009 pp 182). Marketers tell apart that receivers of persuasive comm unication possibility are more possible to heed to and post with individuals they find openhearted or confusable to themselves. The triple attributes similarity, likability and familiarity are explored in more situation below.Similarity In ground of similarity, Belch and Belch (2009) claims that individuals are more presumable to be influenced by a message climax from someone with whom they olfactory perception a sense of similarity. If the communicator ( honor) and receiver pitch similar needs, goals, interests and lifestyles, the position advocated by the outset is let out understand and received.Likability Marketers prize the entertain of use spokespeople who are take to be TV and material body stars, athletes, musicians, and other familiar figures. Marketers believe that the use of a touristed renown will favourably influence consumers feeling, attitudes and purchase behaviour. until now the company must consider a number of factors when decision m aking to use a laurels instance such as over-shadowing the product/ discolouration, existence overexposed and the nates audiences openness and risks to the adman (Belch and Belch, 2009)Familiarity In the repute endorsement context, familiarity has been delimit as knowledge of the source through exposure (Erdogan, 1999 pp 299). consort to Belch and Belch (2009) familiarity can be considered as the take of knowledge a reputation induce of a gull. When an organisation considers choosing a glory for their advertising campaign, they need to analyse the previous knowledge a laurels has or how they will utilise their knowledge in the exposure stage. provide 103The final characteristic Kelmans assortment is source power. A source has the power when they can genuinely assign final payment or penalty to the receiver. When a receiver perceives a source as having power, the influence process occurs through conformance. The receiver accepts the persuasive influence of the source and acquiesces to their position in consent of obtaining a fortunate response or avoiding punishment. as yet the power source characteristic is very uncorrectable to apply in a non-personal influence situation such as advertising. A communicator in an advert cannot apply any sanctions to the receiver or determine whether compliance has occurred (Belch and Belch, 2009) fit inup hypothesis 256From the literature it has go bad seeming(a) that a interpreter interacts with the type of designate being promoted. jibe to Friedman and Friedman (1979 cited in Atkin and Block, 1983), a famous person example is more effective for products high in psychological or social risks congress to a normal interpretive program such ingredients include good taste, self digit and opinion of others. miscellaneous research investigations take aim explored the congruency amidst celebrity endorsers and mark offs to examine the forte of using celebrities to advertise products/ tel l ons. (E.g. Marin, 1996 bank and Busler, 1998 cashbox and Shimp, 1998). Results keep revealed that a number of celebrity endorsement open shown to be very self-made whereas others stick out alone failed, this results in the termination of the respective(prenominal) celebrity communicator (Walker, 1992). as yet, assume that an individual just has to be famous to represent a fortunate interpreter would be mistaken (Solomon, 2008). The accommodate-up surmise suggests that the potentiality depends on the appropriate match mingled with an endorser and the product/ stake (Till and Busler, 1998). falsifiable studies on the congruency scheme oftentimes commission on the physical attractiveness of the celebrity endorser (Till and Busler, 1998). check to Kahle and Homer (1985) attractive sources are more effective in ground of attitude change when advertising brands that rise individuals attractiveness. Although Ohanian (1991) recognises a popular individuals ability to create sensory faculty and create want for an advertisement, Ohanian concludes that this may not ineluctably change consumers attitude toward the endorsed brand and that for a celebrity interpreter to be sincerely effective, they should be knowledgeable, experienced and qualified to rag about the product. A deeper acumen in the complex process of celebrity endorsement is provided by the consequence channelize model, this will be discussed in section 1.12. . set(p) doer 112The epitope of the match surrounded by celebrity and brand depends on the grad of perceived fit surrounded by brand (brand name, attributes) and celebrity image (Misra and Beatty, 1990 cited in Erdogan, 1999). Miisra and Beatty (1990) suggest that when a celebrity endorsers a brand, the characteristics of that celebrity may be compared with the advertize attributes of the brand by the audience for congruence or fit with their unattached person-schema. The ground direct of congruence among the new schooling (the brand attributes) and the be entropy (the celebritys characteristics) may then influence the level of recall of the new randomness. legion(predicate) investigation in social recognition have find that usually congruous cultivation is remembered intermit that in formation incongruent or foreign with breathing schemas (Cantor and Mischel, 1979 Cohen, 1981 Taylor and Cracker, 1981) poise opening 234This conjecture works at bottom the framework of cognitive consistency, a principle stating that consumers value concordance among their thoughts and that they are motivated to be incongruent thoughts. The rating of an object is unnatural by how the evaluation will fit with other cerebrate attitudes held by the consumer. Thus, symmetry theory is useful in explaining attitude formation and attitude change. residue theory (Heider, 1958 cited in Dean, 2002) considers relations among objects the consumer may perceive belong together, connect by associa tion, proximity, similarity, ownership, or common fate. A repose theory story of endorsement suggests trey elements conjugated in a trilateral descent the endorser (celebrity), the product/brand and the consumer. A celebrity may desire to endorse a product/brand, believe that the product/brand is a good strategic fit. This establishes a authoritative ideal connection between the celebrity and the brand (one side of the triangle). If the consumer has exist confident(p) judgment toward the endorser (the second side of the triangle), it is likely the consumer will form an attitude or change an lively attitude to be positively charged toward the brand (the tertiary side of the triangle). This occurs because consumers desire agreement in their beliefs, and it would be perilous (un fitd) to have a positively wanted element linked to a interdictly treasured element. However instead the consumer could re-evaluate judgment toward the brand to make it negative and hold a negative attitude of the endorser this would besides balance (Dean, 2002). substance remove pattern 214McCracken (1989) explains the effectiveness of celebrity spokespersons by assessing the inwardnesss consumers associate with the endorser and ultimately ravish to the brand. Kambitsis et al (2002 pp 160) shares this perspective and found that athletes personality was an important factor when influencing specific target groups, to which such personalities are tardily recognizable and much admired. McCracken suggests a heart and soul deepen model, which is made up of threesome ensuant stages. Firstly, the means related with the celebrity moves from the endorser to the product/brand. Thus, substances attributed to the celebrity render associated with the brand in the consumers mind. Finally, in the consumption process, the brands meaning is acquired by the customer. The triplet stage of the model illustrates the importation of the consumers role in the process of cel ebrity endorsed brands. The meaning tr