Marketing and business research review
Volume 2, Numéro 1, Pages 53-68
2022-07-01
Influence Of High Profile Celebrities On Global Brand Products
Authors : Ogosi Francis . Etuk Sam . Weniebi Zibigha . Andem Francis .
Abstract
Celebrities are beginning to play an important part in contemporary society and consumption habits around the world, functioning as arbiters of choice, design, and popular opinion. They may offer recognition, trustworthiness, and other intangible benefits to a product in a manner that no other sort of advertising can. This paper review discusses celebrities and their influence on global brand products citing the June 2021 cases of Cristiano Ronaldo and Paul Pogba. The main objective of the study is to investigate the influence of high-profile celebrities on global brand products. The qualitative research study involved an analysis of various scientific journal publications and news journals in the discussions. The outcome of the study indicated that to an extent, the actions of high profile celebrities do influence the perception of global brands by consumers which can in turn positively or negatively affect brand performance. Given the huge emotional effect they have over their enthusiasts, the study proposes that celebrities who serve as brand ambassadors be made aware of the consequences of their behaviour toward any product brand. If their actions are not monitored and managed, they may have unwarranted bad effects on the brand.
Keywords
Brand Ambassador, Global brands, Celebrities, Cristiano Ronaldo, Paul Pogba.
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