Celebrity Endorsement Influence on Brand Credibility: A Critical Review of Previous Studies

Celebrity endorsement is a potent adverting strategy used to promote brands in the market space. In Africa and Asia, celebrity endorsement has developed dramatically as an essential promotional approach used by advertisers to influence consumers about their brands. The trust of this paper examines the nature and dimensions of celebrity endorsement influence on consumers. Furthermore, the locus of the paper critically examines the review of previous studies on celebrity endorsement influence on brand credibility. The paper concludes that the use of celebrity endorsement in the eyes of customers is the most compelling way of attracting their attention compared to a non-celebrity featured advertisement. The research shows that the sorting of a products source credibility and source attractiveness can influence a celebrity endorsers effectiveness as well as the match between the brand and product with the celebrity. Based on the analysis gotten from the research, they suggest that products that don’t make use of celebrity endorsers are effective in the cognitive area of the product. This means that consumers who view these adverts and see the products in the market are rational with the product, they evaluate its value, quality, strength, benefits and cost before they make purchase. Also, the results suggest that a poorly matched-up celebrity endorser and brand is least effective in an advert.


Introduction
and add attraction to advertisement, so a consumer can easily be attracted to a celebrity adverts. Markers have to prove the quality of the brand being advertised so they can enjoy long-term benefit from their consumers. Salespersons use celebrity support to facilitate improved storage of information in consumer's mentality which can be simply considered in buying condition (Schultz and Brens, 1995). McCracken (1998) proposes that superstars are considered like memorial, entertainer or representative of the business organization. His research has established that celebrity endorsement influence consumers' mind-set and it may change the feelings of consumers towards the commercial and products as well. Deutsch and Gerard (1955) distinguished two kinds of social impact celebrities might sway on individuals. The first, named informational societal impact which refers to persuasion, to acknowledge the information acquired from another as indication of authenticity. The second, normative social impact refers to the influence to match another individual or group of people. Goldsmith et al., (2000) advocate that the advertisers usually use endorsers as persuasive basis to influence customers' feelings and buying objectives. Different studies indicate that celebrity credibility is positively associated with the mind-set of consumers toward an advert. Consequently, it is assumed that advertisements using credible celebrities will achieve more positive attitude towards the advertisement than the advertisements using less credible celebrities (Aziz, Ghani, & Niazi, 2013 p.109). Lafferty and Goldsmith (1999) furthermore signify that the correlation of celebrity credibility attitude to a brand is reconciled by approach to the advert, meaning the credible personality of an endorser is linked with that of the product by adverts. When a celebrity is credible, it actually enhances the reputation of the whole corporation. Celebrity credibility is measured through three

Review of Previous Studies
Phang and Cyril (2002)  In addition, Roozen and Claeys (2010) analysed the effect of celebrity endorsement on brands and products advertised; it is significant to take into account the involvement effect. The physical attractiveness of a celebrity influences the attitude change process, because they exude sexuality and increase stimulation which affects positively the processing of information. Information adopting attractiveness is better communicated faster than other 1. Attractiveness of a celebrity is essential in selecting a celebrity for a brand or product 2. Multiple endorsements by celebrities affect celebrity's credibility of a brand or product.
In another study, Singh (2014) argues that companies with a unique positioning of their brands or products in the minds of their target audience do this to promote sales and promote sales faster by endorsing celebrities to position their products or brands distinctively in the minds of their customers. These celebrities evoke a closer consumer connection and engagement which drives the force of purchases. In other words, companies understand the importance of using brand ambassadors in selling and promoting their brands and products to consumers, these brand ambassadors are looked up to by a certain percentage of their target audience as role models and by using a consumers role model to promote a brand or product, these consumers are drawn or attracted to the product being sold by their role model.
Singh (2014, p. 3) highlights the obvious benefits that are derived from celebrity endorsement and brand ambassadors by exploring the perception of people. The brand of a company is its most valuable asset and in promoting it through a brand ambassador, will enhance its brand value. A brand however must also have its one personality or image; a brand ambassador can do little or nothing for an empty brand with no image, distinctive feature or an identity of its own. Many companies have recognised the importance of hiring a brand ambassador that can transfer credibility, attractiveness and values to a brand, because they improve awareness of a brand by defining its personality and informing customers about the new innovations or products being offered by the brand, they add value to the brand by promoting sales.
Celebrities however increase value compared to non-celebrities or ordinary individuals.

Conclusion
It is a known fact that companies and organisations make use of advertising for awareness and patronage of their products or service. Advertising is engaged in most companies for Online Journal of Communication and Media Technologies Volume: 7 -Issue: 1 January -2017 higher sales and patronage. The adoption and use of celebrities in advertising has in most cases raised the awareness of adverts and advertising campaign of these companies and organisations products and services and thereby increasing sales.
For most companies the utilization of celebrities as endorsers may not only increase their patronage but also affect their credibility positively. Celebrity endorsement positively affects the credibility of a brand and while quality is needed, the effectiveness of sales and patronage can be based on the quality of a brand or product and the right selection of celebrity endorsers. Celebrity endorsement has become an effective way of attracting customers and from this paper, the use of celebrity endorsement in the eyes of customers is the most compelling way of attracting their attention compared to a non-celebrity featured advertisement.
Online Journal of Communication and Media Technologies Volume: 7 -Issue: 1 January -2017