Celebrity Endorsements in B2B

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Celebrity endorsement marketing theory and practice has been evolved mainly based on consumer markets. Therefore ‘celebrity’ has been viewed as a celebrated personality with a public image and has high profile usually in, sports or entertainment. Such individuals are predominantly used to endorse consumer products, services, etc.

Normally firms operating in business markets usually bank on customer referencing for instituting and promoting their credibility with new customers and seldom use prominent experts/individuals (not celebrities) to endorse. However, rather than being sports prodigy or popular entertainer, these personalities are tagged with high profile due to their amazing success in leading firms. Individuals endorsing in B2B, while possessing expertise and trustworthiness should also qualify with attractiveness in terms of “similarity,” “Familiarity,” and “Respect.” Besides, personalities, B2B marketers use high profile organizations usually clients for endorsement (for instance Lufthansa Cargo endorses Microsoft’s Windows Server System). However, endorsing organization should have consistent track record alongwith proper visibility and credibility. When choosing an organization for endorsing, issue arises on ‘similarity’ front, as it would imply using a direct competitor.

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