Book

Celebrity Endorsement in Marketing: How Brand Fit, Familiarity, and Likeability Influence Perceived Quality and Willingness to Pay a Premium explores the intricate dynamics of celebrity endorsements and their profound impact on consumer behavior. In today’s competitive market, brands increasingly rely on celebrity endorsements to enhance their appeal and foster consumer loyalty. This book examines how the alignment between a brand and its celebrity endorser influences consumer perceptions, their perceived quality of the product, and, ultimately, their willingness to pay a premium price. The book is organized into key sections that analyze the role of celebrity endorsements from various marketing perspectives, making it an essential resource for marketing students, professionals, and researchers. Through a comprehensive review of literature and original research, the author provides critical insights into how celebrity-brand fit, likeability, and familiarity shape consumer decision-making processes. The book begins by establishing the conceptual framework of celebrity endorsement and explaining the significance of a celebrity-brand fit. Celebrity endorsements can be effective only if the celebrity’s image, personality, and values align with those of the brand. If the fit is strong, consumers perceive the endorsement as more authentic, which increases their likelihood of purchasing the product. The text delves into the nuances of brand fit, demonstrating how a poor match can lead to brand dilution and even negative consumer reactions. In addition to brand fit, the book examines the critical role of celebrity likeability and familiarity. Likeability, a key determinant in consumer perceptions, is explored in-depth as it influences consumer affinity toward both the brand and the endorser. Familiarity, on the other hand, enhances trust and reduces perceived risk, encouraging consumers to choose one product over another. These elements contribute to a higher perceived quality of the endorsed product, further bolstering the consumer’s willingness to pay a premium price.