Abstract
Celebrity Marketing represents a marketing vehicle, which is nowadays frequent. This study explores different ways to use a celebrity, but especially the impact they have on the brand image. The celebrity endorsement is not without risk, and the case of negative match between brand and celebrity is a well-known phenomenon. Celebrity marketing has become a new trend, which needs to be study in order to see where it stands in the advertising world.
Traps are real, so the literature review will examine everything that makes companies using a celebrity endorser. The impact of celebrity on the consumers behavior must be understood, as well as all the step by step approach. Understanding the steps of this risky technique helps to avoid traps and allows clauses in contracts to be well established.
This study involves the collection of both primary and secondary data. Primary data were established through qualitative method, an interview and a focus group gathering six respondents in order to discuss more deeply the subject and share opinions were used. Concerning the secondary data collected, several academic references or articles were used all along the investigation.
One of the conclusions of the findings was that celebrity marketing is still effective as long as the celebrity is well selected, and is well integrated into the advertising campaign. It is however more effective in terms of brand awareness than sales. It was further concluded that the audience's view on advertising has changed: they may remind more the celebrity than the product or the brand; therefore advertisers must pay attention to the choice of the celebrity.
