The effects of the celebrities starring in the advirtesement on brand recogniton and a case study from Afyonkarahisar

Abstract

Advertising is a marketing tool that has become an indispensable part of everyday life, which is becoming increasingly important for consumers and businesses. Through advertising, businesses try to attract consumers with different methods, and they are involved in promoting and selling activities  to introduce brand to the consumers. One of the methods used in advertising the consumer is celebrity starring. Sometimes celebrities from art environment, sometimes sports environment and sometimes from different environment meet with consumers through advertisements. Celebrity starring in advertising; It is seen that advertisers have good results for the businesses and also that it is in bad shape due to the loss of the brand's reputation. Purpose of the study; to determine if the celebrity used in the advertisements is in front of the mark, and to make recommendations about the celebrity use of the advertisements to businesses. The quantitative method was used in the study, sampling was done easily and a questionnaire survey method was applied to the consumers as a data collection tool. Determined celebrities and and brand names of their rolled advertisements were asked to consumers in the questionnaire.  After the evaluation, it will be determined whether the consumer between the brand and the celebrity remembers in the advertisement, or whether it establishes a link between the celebrity and the brand, and in this context, we will try to put the contribution of the celebrity starring of the advertiser in the advertisement.

Keywords: Advertisement, celebrity, brand, recognition.