Celebrity Power

Introduction In the 21st century, we are touching media such as television, movies, magazines, tabloids. Celebrities play an important role in people's lives by acting as a role model for those seeking guidance and advice. The celebrity features and our perception on them have had a major impact on the choices we make, especially with regard to health decisions. Sometimes I do not recognize that celebrities in fact will affect the choices you will make. Scholars claim that celebrities affect the perception of body images, but they ignore the influence of celebrities on problems such as drug use, eating habits and the appearance of beauty.

Reliable and reliable celebrities for supporting or sponsoring the company's products while balancing the similarity of celebrities's attraction, power and celebrity's public image with the company's existing or expected brand image We focus on the importance of choice. The brand image can be described as "a series of beliefs about a particular brand" (Kotler, 1988). Keller & Aaker's research in 1992 showed that brands with better brand image and attitude are more likely to achieve higher development in related markets. (Keller & Aaker, 1992). Therefore, choosing a celebrity that can benefit existing or expected image and attitude of the brand is important to ensure the success of celebrity brands.

Celebrities recognize products or brands that recognize their products using celebrity's power, fame, money, popularity, or advertise specific stores or products. For example, advertisers often advertise their products when famous people share their favorite products or wear specific brands or designer brand clothes. Celebrities often participate in advertising campaigns such as TV advertisements and print advertisements to advertise specific products or general products. But supporting a brand with celebrities may have drawbacks; mistakes made by celebrities may damage brand PR. For example, after winning eight gold medals at the 2008 Beijing Olympics in China, Kellogg did not want to contact him after taking marijuana, so the contract between Michael Phelps and Kellogg of swimming is over.