The effect of endorsement on attitude toward brand and purchase intention

Hi Academia,

There seems to be pros and cons in media mainstream recently on the “Endorsement initiative” used in political activities.

Endorsements have long been a powerful tool in both business and political campaigns. When a well-known figure or organization publicly supports a brand or candidate, it can significantly boost their credibility and visibility. Endorsements can also help to sway undecided voters or customers, as people tend to trust the opinions of those they admire or respect. In the business world, endorsements can lead to increased sales and brand recognition, while in politics, they can help to secure crucial votes. However, it’s important to note that not all endorsements are created equal – the credibility and relevance of the endorser to the audience is key. A well-timed and well-placed endorsement can be a valuable asset, but it’s important to approach them strategically and with consideration for your target audience.

Endorsement in Business

Endorsement is a common marketing strategy used by businesses to promote their products or services. In the business world, celebrity endorsements are a popular form of endorsement. Celebrities are used to endorse products in order to appeal to their fans and followers. This type of endorsement is particularly effective in the fashion and beauty industry, where celebrities are often seen as trendsetters. For example, in 2017, Kylie Jenner endorsed a makeup brand called Kylie Cosmetics. The endorsement proved to be a huge success, with the brand reportedly earning $420 million in retail sales in just 18 months.

Another form of endorsement used in business is expert endorsement. This type of endorsement involves getting experts in a particular industry to endorse a product or service. For example, a well-known chef may endorse a brand of kitchen appliances. This type of endorsement is effective because it gives consumers confidence in the product or service, as they trust the opinion of the expert.

Endorsement in Politics

Endorsement is also a common strategy used in political campaigns. Political endorsements involve getting well-known politicians, celebrities, or other influential people to endorse a candidate or political party. Political endorsements are particularly effective because they help to increase the visibility and credibility of the candidate or party. For example, during the 2008 US presidential campaign, Barack Obama received endorsements from a number of high-profile celebrities, including Oprah Winfrey, George Clooney, and Jay-Z. These endorsements helped to increase Obama’s popularity and contributed to his eventual victory.

Another form of political endorsement is the endorsement of interest groups. Interest groups are organizations that represent a particular group of people, such as environmentalists or gun owners. Endorsements from interest groups can be particularly effective in swaying voters who are passionate about a particular issue. For example, during the 2016 US presidential campaign, Hillary Clinton received an endorsement from the Human Rights Campaign, a leading LGBT rights organization. This endorsement helped to solidify Clinton’s support among the LGBT community.

One other notable example is the endorsement of Joe Biden by former President Barack Obama during the 2020 United States presidential election.

Obama’s endorsement of Biden in April 2020 was seen as a crucial moment in the campaign, as Obama remains a popular and influential figure in the Democratic Party. Obama’s endorsement of Biden not only gave him a boost in the polls but also signaled to other high-profile Democrats that it was time to rally behind Biden and unite the party.

The power of endorsement can be seen not just in politics but in many other areas as well, such as entertainment, sports, and business. Endorsements from well-known figures can help to increase brand awareness, boost sales, and improve the image of a product or service. Celebrity and expert endorsements are effective in business, while political endorsements from well-known politicians, celebrities, or interest groups can help to increase the visibility and credibility of a political candidate or party. Endorsement has proven to be a successful strategy in many cases, such as Kylie Jenner’s endorsement of Kylie Cosmetics and Barack Obama’s endorsements during the 2008 US presidential campaign. Therefore, businesses and political campaigns should consider endorsement as a crucial pillar for winning marketing goals.

Overall, the power of endorsement is a testament to the influence that high-profile individuals can have on public opinion and the success of a campaign, product, or service.