Apr 30, 2014
Celebrity Power and Its Influence on Global Consumer Behavior
Apr 30, 2014
CHICAGO, Usa - Market Research Company Euromonitor International released today a new report, "Celebrity Power and Its Influence on Global Consumer Behaviour" highlighting how companies utilize the power of celebrities and employ them to advertise their products.
According to Euromonitor's International Global Consumer Trends Survey, the importance of celebrity role models varies from country to country, but is highest in China where 29% of the respondents said they look up to celebrities most in their life. For musicians and performers, Brazil ranked highest with 25%. Although the US and UK are well known for their celebrity culture, only less than 5% in both markets admit that they look up to celebrities more than any other type of role model.
Celebrity culture has also played a factor in the age blurring phenomenon, as children try to grow up quickly and adults try to stay as young looking as possible. This has fuelled sales of a number of products and services from cosmetics, skin care and hair dyes to fitness regimes, weight loss aids, accessories and even cosmetic surgery.
Celebrities are becoming brands without aligning with companies. Just using their status has helped many build personal brand empires including appearance fees, licensing their names, endorsing other brands, launching their own products and supporting charities.
"There is still significant growth potential for celebrity endorsements in markets where the concept is new, undeveloped or already popular," said Euromonitor Editorial Director Gina Westbrook. "Celebrities first need to increase their visibility in such markets and then seek out deals that are a good fit for their personality and values. Brands should be looking for the celebrities that best fit their product as well. When values are aligned, a product and celebrity should see great success in promotion and product sales."
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