Celebrity endorsement

A celebrity endorsement means anyone who enjoys public recognition and uses that publicity on

behalf of consumer goods by appearing with it in a product's advertisement (McCormick, 2016).

When companies hire celebrities to endorse brands, they can draw more attention to the

promotions, break through the clutter of competing brands and exert more significant influence

on consumers' attitudes and purchase intentions. Celebrities can make people notice what they

are endorsing and create an immediate identity or persona for a product (McCormick, 2016).

The endorsement contract does not depend on whether the celebrity likes or uses the product

regularly. However, companies endorse celebrities for different reasons. For instance, it may be

the experience of the star that suits the advertising message of their product or the celebrity's

high appeal to the company's consumer target group.

Mislabeling products

I really should do what my religion told me to do about inaccurate labeling; in Islam, there

should be no place for product obsolescence, inadequate packaging, or erroneous labeling. The

Quran states: O ye people eat of what is on earth, lawful and reasonable; and don't follow the

footsteps of the evil one, for he is to you an avowed enemy (Quran, 2:168). Islam ethics imply

that sellers should provide accurate product information, not only when they sell goods but also

in marketing literature and advertising (Abuznaid, 2012). Packaging and labeling must comply

with Islamic sharia.

You are dishonestly claiming the goodness of someone's product.

Disloyalty involves deception, breach of agreement and promises, failing a trust, and infidelity.

Disloyalty or dishonesty is an immoral characteristic. It may occur regarding money or as a

violation of trust. It may happen regarding honor, power, and position. Islam condemned the act

of dishonesty, and the treacherous will face severe punishment hereafter. Dishonesty is fraud

because it will harm the people who put their trust in the person or on the contract signed.

(Abuznaid, 2012)

The impact information on a product's supply chain might have in this context.

Nowadays, firms have addressed the benefits of encouraging sustainability in their product

development; also, they unintentionally damage the environment while manufacturing their

products. Ethically, it's not good that celebrities endorse goods that impact the environment and

mislead society. 

Obliviously, a celebrity's endorsement of a product that harms the environment will damage their

publicity. Consumers always tend to use or purchase a product publicized by their famous stars.

Finally, celebrities directly or indirectly influence the buyers, even if the buyers do not want to

buy. When celebrities advocate a product that impacts the environment, it will affect their

image. 

Reference

Abuznaid, S. (2012). Islamic marketing: Addressing the Muslim market. An - Najah

Univ.J.Res(Humanities), 26(6), 1474–1503.

McCormick, K. (2016). Celebrity endorsements: Influence of a product-endorser match on

millennials attitudes and purchase intentions. Journal of Retailing and Consumer

Services, 32, 39–45.