Building brand awareness: The role of celebrity endorsement in advertisements

Rahman, Rehenuma

Abstract

Advertisers believe that celebrity endorsement is a competent marketing tool for building brand awareness. Based on Elaboration Likelihood Model, this research aims at exploring how celebrity endorsement in advertisement creates brand awareness. A qualitative in-depth interview is conducted among 30 Bangladeshi respondents on 4 selected TV advertisements to determine consumers’ responses toward the particular attributes of a celebrity that enhances brand awareness and supporting elements that accelerates celebrity endorsement in developing brand awareness. Thematic analysis and Fuzzy set Qualitative comparative analysis have been employed for analyzing data. Findings indicate global celebrities who have likeability, popularity in the target market, personality, positive image, capability to add some value to the brand can enhance brand awareness. Other supporting elements, i.e. viewers positive attitude toward celebrity, clear information and ad message also contributes to make celebrity endorsement effective. Extensive discussion and recommendations for additional research are provided.

• Journal Article Type: Article
• Acceptance Date: May 8, 2018
• Online Publication Date: Sep 14, 2018
• Publication Date: Oct 2, 2018
• Deposit Date: Jan 17, 2025
• Journal: Journal of Global Scholars of Marketing Science
• Print ISSN: 2163-9159
• Electronic ISSN: 2163-9167
• Publisher: Taylor & Francis (Routledge)
• Peer Reviewed: Peer Reviewed
• Volume: 28
• Issue: 4
• Pages: 363-384
• DOI: https://doi.org/10.1080/21639159.2018.1509366
• Public URL: https://uwe-repository.worktribe.com/output/13623932
• Additional Information: Peer Review Statement: The publishing and review policy for this title is described in its Aims & Scope.; Aim & Scope: http://www.tandfonline.com/action/journalInformation?show=aimsScope&journalCode=rgam20