PENGGUNAAN CELEBRITY ENDORSER DAN FAKTOR-FAKTOR YANG HARUS DIPERTIMBANGKAN DALAM PEMILIHAN ENDORSER

Abstract

Using celebrity endorser for communicating a product has been increasing over the past
years. It has more advantages rather than using non-celebrity endorser. Marketers obviously
acknowledge the power of celebrities in influencing consumer-purchasing decisions. Any brand
can get a celebrity easily, but getting a celebrity consistent with the right brand, to the right
degree, at the right time, for the right purpose and in the right way is not easy. Celebrity
endorsement if used effectively will make good advantage in communicating the brand and
affecting buying behavior of the customer. However, using celebrity as endorser still has risk. This
paper, from literature survey, results some factors to consider in using celebrity endorsement.
Key words: endorser, celebrity, brand