*Tak-Jie Chan and Deenesha Selvakumaran, Izian Idris, Nor Azura Adzharuddin
The use of celebrity endorsement in advertising and branding has set a global trend and proven to be a winning strategy in building a favourable image of a corporation. Although numerous brands have adopted this trend, it appears to be more common in the telecommunication industry as corporations that face numerous market challenges and competition employ this particular strategy to stand out amongst rivals. Many studies from the West have shown the effectiveness of using celebrities as endorsers in their marketing communication strategies. However, there have been limited studies exploring this in the context of Asia, particularly in Malaysia. This study aims to examine the influence of celebrity endorser characteristics on the brand image of Vivo, which has engaged Dato’ Sri Siti Nurhaliza (one of Malaysia’s top singers) as its endorser. The TEARS model was used as the theoretical foundation to guide the study.
Keywords: Celebrity endorsement, brand image, TEARS model, marketing communication, telecommunication industry