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Credibility of the celebrity

The second dimension concerns the credibility of the celebrity. Credibility is divided into two factors: expertise and trustworthiness. Expertise of the celebrity is perceived by consumers on the basis of the allegations that the celebrity is doing in advertising. Reliability, however, is perceived as to whether the celebrity can achieve the results from the advertising or ad in his 'real life'. Research shows that companies with good credibility factors interact within the advertising, as the celebrities generally are regarded as credible. This is crucial because the credibility of the celebrity can affect the opinions, attitudes and behaviour of the target group.

The match-up principle

The success of the collaboration between celebrity and the brand or product depends to a large extent on the match-up principle. The match-up basically revolves around the congruence (being suitable and appropriate) between the celebrity and the brand or product. With congruence, I mean the consistency between the characteristics of the celebrity and the product attributes. This is particularly important because the celebrity can convey its values on the product or brand without changing the product or brand image. A good match-up creates a more positive attitude of the consumers. I personally hate to see ads that use celebrities when it is obvious that the celebrity does not match the brand at all. To explain the match-up principle better, I will briefly discuss the three phases:

Phase 1: In this stage, a number of values are associated with the celebrity. These values occur on the basis of the celebs appearances in the (mass) media. Consumers understand the significance and reflect it on the celebrity.

Phase 2: In this phase, the values and image of the celebrity are associated with the product, through an official 'endorsement'.

Phase 3: During this phase, the values, by working with the brand or product, clearly belong to the consumer. Because the consumers associate the values of the celebrity with the values of the product they will proceed to purchase and consume the product.

Multiple celebrities in an advertising or promotional

One way to merge the above factors is the use of several celebrities in an advertisement or promotion. The company must then choose celebrities who complement each other within the advertising or ad. This could be, for example, the attractiveness of the celebrities c本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。