...Celebrity endorsement, this is when a Brand uses a celebrity to help sell there product, service or charity. This may be in adverts, creating a line, or in the case of charity attending different events, fundraising or being a face of a charity. There are both advantages and disadvantages of using celebrity endorsements, for many brands it is about them being noticed, and catching the attention of there market and many brands think that by using a celebrity known in society it will help entice the consumers in. One of the main points that have become noticeable is the way different genders see an advert and the gender of the celebrity in the advert. “There is some evidence that women may be more favorably disposed toward celebrity endorsers than men.” Lake, Reece, Rifon, (2010 page p30-32) Lake et al (2010) showed in their study that men look at the more noticeable aspects of the advert where as the women look at it in a broader view and pick up different cues. In one study done by (Peetz, Park and Spencer, 2004) the results showed that male athletes were known 4 times greater than women athletes are known, this may prove that for Brands advertising sportswear they may be more inclined to use a male campaigner. Although (Ohainian, 1991) stated in her study that gender it was not an issue, it was the perceptions of the celebrity’s attractiveness, trustworthiness or expertise. In recent years though some of the sporting celebrity’s have been putting their brands under strain...
Words: 916 - Pages: 4
...Project Report on Impact of celebrity Endorsement on Consumer Buying Behavior Subject: Consumer Behavior Submitted to: Prof. Kunal Mankodi 2013 Amrut Mody School of Management 10/5/2013 Submitted By: Shivam Bhatt: A 02 Maitree Patel B 35 Krupa Raval B 44 Pramoda Tadvi B 66 Table of Contents Problem Statement: 3 Objectives: 3 Research Design: 4 Qualitative Research Analysis 5 Conclusion 11 Problem Statement: To study whether the celebrity endorsements carry any direct or indirect effect on the purchasing behaviour of the consumer. Objectives: * To identify how is celebrity endorsed advertisement perceived. * To explore customer perception towards Brand Ambassadors promoting specific product or services. * To find which type of celebrity persona is more effective. * To study the reliability of companies on brand ambassadors for enhancing the sale of their products. * To identify whether the celebrity endorsement actually leads to purchasing. Research Design: Research Design consists of the methodology and procedures used to conduct a particular research. On the basis of the data collected and objectives stated, we need to do exploratory research. Exploratory Research: Exploratory research is conducted for a problem that has not been clearly defined. Here in this project, we are trying to find the impact of the celebrity endorsement; this is the problem statement which tries to gain insights about the same. Sample...
Words: 2084 - Pages: 9
...Celebrity Endorsement -one of the strategy to promote a product or services by using his/her fame -organizations use celebrities to drive up sales and have a positive impact on profits -uses Kpop group (BigBang) - Familiarity: South Korean boyband formed by YG Entertainment (big fan base- girls & guys) – well-known boyband in the world. - Image: very popular as the Kpop craze is ongoing right now. They even have their own solo concert performance (most recent in Malaysia 7th Feb - Taeyang) - Match with product: Samsung is a Korean brand. And now the trend is taking lots of selfies. Celebrities can try to promote by uploading selfies to their own social media sites - Trust: big fan base, therefore no problem. Facebook -8 million likes, Twitter -800k followers (Band formed since 2006) Objectives: -Build awareness: people are familiar with the A7 because BigBang members uses them, and to promote features of the phone on social media websites -Influence customers purchase: fan girls & guys will also do research on the product or buy because they want to use the same phone with their idols Target Market: -Youngsters/teenagers that are keeping up with the trends- because of the new selfie features that comes with smart selfie shooting (using voice or palm command) Recommendations: - Group merchandise associated with the brand will attract more customers (eg: buy the special edition A7 that comes with a free phone case with the BigBang logo / posters) - Uses...
Words: 256 - Pages: 2
...| 2 | Reasons for celebrity endorsement | 5-6 | 3 | Effects of celebrity endorsement | 7-8 | 4 | Conclusions | 8-9 | 5 | Bibliography | 9-10 | Question 1 Consider brands like Olay Malaysia ©, D’Herbs ©, Maixara © and Revlon © each brand appointing celebrities as their product ambassador. How does the use of celebrity endorsement enhance brand awareness and brand image? 1. Introduction How does the use of celebrity endorsement enhance brand awareness and brand image? First, we need to understand what celebrity endorsement is. Definition of celebrity is an individual who is known to the public (Friedman & Friedman, 1979). Brands like Olay Malaysia ©, D’Herbs ©, Maixara © and Revlon © appointing celebrities as their product ambassador to communicate brand images and information to consumers. People tend to overlook a lot of adverting and marketing tactics in this fast-paced life but people hardly goes unseen of the presence of a celebrity. Many researches report that customers have a need to gain an insight about the lives of celebrity personalities, which is why celebrity can catch consumer attention easily. Many organizations use celebrities in their marketing in hopes that it will have positive impact and drive up sales. Advertisers believe that the use of a celebrity affects advertising effectiveness, brand recall and recognition, as well as purchase intentions and follow-through (Spryet al., 2011). Celebrity can be used for endorsements in four ways. They...
Words: 2446 - Pages: 10
...ENDORSEMENTS: A CRUSIAL AND CONTROVERSIAL PART IN ADVERTISEMENTS When you go for shopping in a supermarket and you come across many brands of various products. When you see a brand, it immediately reminds you of the celebrity who has endorsed or promoted the brand. For instance, Lux may remind you of Shahrukh Khan, Ashwariya Rai or even Katrina Kaif. The image of the celebrity in the ad leaves a lasting impression on your mind which motivates you to buy the product. Endorsements, by famous celebrities, whose personality matches that of the product help to create certain impressions of that brand on consumers. For eg. Bipasha Basu has an image of fitness freak and hence endorses Sugar Free Natura. Endorsements play an important role in making the advertisement successful. Endorsements of celebrity with great persona attracts customer to buy that product. India is a nation where people easily believe what their favorite celebrities say. And when it comes to celebrities like Amitabh Bachchan and Rajnikant, who people idolize and have a great respect for, any endorsement by them will highly influence consumers and their buying behavior. Even Sachin Tendulkar and Shahrukh Khan have a great fan following. Sachin being a famous sports personality do attract kids and youngsters who are sports enthusiast. Hence being a sports celebrity, an energy drink, Boost is endorsed by Sachin Tendulkar and even another famous cricketer Kapil Dev. Similarly Pepsi and Lays have gain popularity with...
Words: 1005 - Pages: 5
...The study αims to reseαrch αbout one populαr mαrketing strαtegy: celebrity endorsement. Indeed, even though celebrity endorsement represents some risks, it is α lαrgely used method to reαch competitive αdvαntαge by compαnies. Todαy, compαnies spend millions eαch yeαr for the endorsement of their products/services by celebrities. It is αlwαys a greαt chαllenge for mαrketers to determine the meαning consumers αssociαte with the brαnd in order to select the right celebrity αnd to build the right celebrity endorsement concept. This study αims to investigate “Consumer buying behαvior on celebrity endorsement in women clothes industry” The objective of this project is to investigαte whether celebrity endorsement, αct αs α source of effective brαnd mαnαgement, hαve impαct over the purchαsing behαvior of customers, evaluαte αssociαted fαctors thαt contribute to the success or fαilure of the endorsement. The objectives of the research are: 1. To do α study αnd αnαlysis αs to why αnd when brαnds use celebrities αs endorses αnd whαt kind of risks αre involved 2. To identify the influence of celebrity endorsement on consumer buying behαvior. 3. To study celebrity endorsement αs a marketing communication strategy. The survey will be conducted in Greece αnd primary dαtα will be collected from consumers using structured questionnαires αnd αlso compαnies will be interviewed αbout their celebrity endorsement strαtegy. The reαson why I chose to adopt this approach is to be...
Words: 3263 - Pages: 14
...Celebrity endorsement: the various uses made of celebrity involvement in marketing strategies. My focus: Star Power: Why so many of us buy cosmetics to 'get the London look' ‘I touched you at the sound check: you’re just the same as I am, but what makes these people feel happy, leads us headlong into harm’ this is a famous quote from the infamous singer song-writer Morrissey, described by NME is ‘one of the most influential artists ever’. This one man has inspired thousands of musicians and has set the standard for indie music, worldwide. In this case, Morrissey’s celebrity status has made a positive impact on his fan-base, even though his private life might not be so admirable, he has been awarded elitism from the masses because of his musical skills. This is refreshing, especially in todays world where a celebrity, according to Wikipedia is ‘someone who is easily recognised in a society or culture’, they may be famous for 15 minutes or a lifetime, for an achievement or through pure infamy and be positive or negative, to name just a few. The stark contrasts between each of these groups connotes that a celebrity is hard to explain. And do they even need explaining? Not in the post-modern era were living in today; they’re quite simply just another part of society, at least in my opinion. Richard Dyer documented that ‘stars articulate what it is to be human in contemporary society’ and this seems so in the case of fan-culture and star worship my peer group are subconsciously...
Words: 2283 - Pages: 10
...JANSHER SOOMRO 13 Clovelly Road, Southampton, SO14 0AT Mobile: +44(0)7438200083 Email: jsher_live@hotmail.com OBJECTIVE I am a highly motivated, confident and hardworking person seeking a part-time position in an ambitious organisation which allows me to utilise my skills and expertise I gained from my qualifications and work experience, towards the growth and progress of an organisation. SKILL SET * Experienced (more than three years), competent and hardworking professional with excellent Customer service skills and a methodical approach to responsibilities with more than two years of professional experience in a reputable Companies such as, KFC, Al warid Telecom and International store. * Worked as a student ambassador at Southampton solent university. * Fully aware of security issues concerning stock in relation to shoplifting, leakage and theft. * Experience of working in a commission based sales environment. * Able to maintain high standards of display & visual merchandising to ensure the store is well presented. * Ready and able to work individually or within a team environment. * Good with numbers, and able to use modern computerised equipment and specialist retailing software. * Good numerical skills with the ability to manually calculate costs without error. ...
Words: 528 - Pages: 3
...Celebrities generally differ from the social norm and enjoy a high degree of public awareness. The reason for using celebrities for endorsements is their huge potential influence. Compared to other endorsers, famous people achieve a higher degree of attention and recall. They increase awareness of a company’s advertising, create positive feelings towards brands, and are perceived by consumers as more entertaining. Using a celebrity in advertising is therefore likely to positively affect consumer’s brand attitude and purchase intentions. OBJECTIVE This project aims to look at the history of celebrity endorsements, and the legal issues regarding celebrity endorsements which have emerged in the past few years. RESEARCH METHODOLOGY In the Encyclopedia of Social Sciences, D. Slesinger and M. Stephension have defined research as “the manipulation of things, concepts or symbols for the purpose of generalizing to extend, correct or verify knowledge, whether that knowledge aids in the construction of theory or in the practice of an...
Words: 1756 - Pages: 8
...1 Celebrity Endorsement Over 30 years ago Nike signed a huge endorsement contract with Michael Jordan. A deal that is still going on and turned into a lifetime contract. As of now Jordan is gaining more than 60mio US$ every year out of this collaboration (Totalsportek, 2015). This example proves just how much money is spent on celebrity endorsement every year. This also seems to be valid since celebrity endorsement is very valuable as it has the power to make marketing messages stick out more in today’s cluttered marketing environment (Meenaghan, 2001). Within this context athlete endorsement is amongst the most popular forms of celebrity endorsement (Bush, Martin and Bush, 2004). Celebrity endorsement can be divided into three distinct forms: explicit endorsement, where the endorser clearly recommends a product, implicit endorsement where he just mentions that he uses the product, and lastly he can co-present a product, through showing himself with the product (McCracken, 1989). Overall, celebrity endorsement has the ability to significantly influence the view on the endorsed brand, since in a consumer’s mind a high quality endorser is generally seen as a sign for superior product quality, leading to a better evaluation of the brand (Till, 2001). Additionally, well selected celebrity endorsement generally has a positive financial influence for the brand. Several researchers identified a positive impact of endorsement announcements on the stock market price of the respective...
Words: 4461 - Pages: 18
...Impact of Celebrity Endorsement on a Brand chillibreeze writer — Saurbh Katyal (REF: http://www.chillibreeze.com/articles/Celebrityendorsement.asp accessed on 20 August 2012) "A sign of a celebrity is that his name is often worth more than his services.” - Daniel J Boorstin INTRODUCTION The motif behind total branding may be decocted as an attempt to amalgamate diverse activities to win customer preference. Apropos to this context, the topic “Impact of celebrity endorsement on overall brand”, is a significant one. The crescendo of celebrities endorsing brands has been steadily increasing over the past years. Marketers overtly acknowledge the power of celebrities in influencing consumer-purchasing decisions. It is a ubiquitously accepted fact that celebrity endorsement can bestow special attributes upon a product that it may have lacked otherwise. But everything is not hunky-dory; celebrities are after all mere mortals made of flesh and blood like us. If a celebrity can aggrandize the merits of a brand, he or she can also exacerbate the image of a brand. If I may take the liberty of rephrasing Aristotle’s quote on anger, “Any brand can get a celebrity. That is easy. But getting a celebrity consistent with the right brand, to the right degree, at the right time, for the right purpose and in the right way... that is not easy.” Celebrity endorsements are impelled by virtue of the following motives: Instant Brand Awareness and Recall. Celebrity values define, and refresh the brand...
Words: 2686 - Pages: 11
...Introduction Celebrity endorsement means any individual that who are enjoys public recognition and use this recognition on behalf of the product by presenting it in an advertisement (Mc Cracken, 1989). They using a celebrity in advertising to promote a product or service is prevalent in advertising. In reality, approximately 20% use celebrity endorsement in all commercials advertisement. It is great potential to the brand itself to manage well the brand equity when using celebrity endorsers to promote their product to the market. It is proves that using celebrity endorsers are more focus on their personal attitudes and increase their validity and also their persuasiveness. Besides that, source credibility typically viewed as a function of trustworthiness and expertise of that celebrity. It is primary factor determining how influential the endorser will be. Tears and no tears is method used in the celebrity endorser. Example is trustworthiness, expertise, attractiveness, respect, similarity, audience match up, saturation factor and others. This factor...
Words: 3634 - Pages: 15
...THE IMPACT OF CELEBRITY ENDORSMENTS ON THE YOUTH of Pune Symbiosis Centre for Management Studies Pune Acknowledgment To accomplish whatever we have done in our assignment, there were many people along the way who have been responsible for guiding us, advising us, encouraging us and even reprimanding us. To them, We are deeply grateful and would like to take this opportunity to offer our heartfelt appreciation. First and foremost, we would like to thanks Mrs. Anjali, our Research Methodology teacher, who's continuous guidance and encouragement has helped us reach where we have today. Her knowledge about the subject along with her helping advice always led us in the right direction. We are highly thankful to her. Secondly we would like to thank all the students who spared their time and filled our feedback form. without them coming to precise conclusions would have been very difficult. We would also like the thank our college for giving us the opportunity to learn in depth research methodology. STUDENT’S DECLARATION OF ORIGINAL WORK This declaration is made on the ……………..day of……………..2013.. Student’s Declaration: We, NoopurKhare, Nakul Singh , Mayank Punjabi, SahilPrabhu, hereby declare that the work entitled“THE IMPACT OF CELEBRITY ENDORSMENTS ON THE YOUTH OF PUNE” is our original work. We have not copied from any other students’ work or from any other sources except where due reference...
Words: 4747 - Pages: 19
...THE IMPACT OF CELEBRITY ENDORSEMENT ON BRAND IMAGE IN MALAYSIA BY ELHAG SIDDIG ELHAG ELHUSSEIN BBA113AQ570 SUPERVISED BY: PROF.HAJ.DR. S N YASSIN ALHEETY FACULTY OF FINANCE & ADMINISTRATIVE SCIENCES AL-MADINAH INTERNATIONAL UNIVERSITY SEPT 2014/1436H THE IMPACT OF CELEBRITY ENDORSEMENT ON BRAND IMAGE IN MALAYSIA By ELHAG SIDDIG ELHAG ELHUSSEIN REF NO: BBA113AQ570 Supervised by: PROF.HAJ.DR. S N YASSIN ALHEETY Project Paper Submitted to the Department of Economics and Administrative Sciences of Faculty of Finance & Administrative Sciences Al-Madinah International University In Partial Fulfillment of the Requirements for the Degree of Bachelor of Business Administration CERTIFICATION OF PROJECT PAPER WORK Name of Student | ELHAG SIDDIG ELHAG ELHUSSEIN | Name of Supervisor | PROF.HAJ.DR. S N YASSIN ALHEETY | Faculty | Faculty of Finance & Administrative Sciences | Program | Bachelor of Business Administration (Hons) | I have seen and read the final draft of the above student’s project paper and, in accordance with the requirement of the faculty guidelines certify that: I am satisfied that this thesis, prima facie, is worthy of examination both in terms of its content and its technical presentation relative to the standards specified in the academic program rules for the degree. _______________________________________________________________________ __________________________ DECLARATION I hereby declare that, this dissertation...
Words: 15683 - Pages: 63
...CweNovember, 11th, 2013 MCA B2000 AWARENESS, RESEARCH & MEASUREMENT Instructor: Belle Frank Celebrity endorsement: a challenge in marketing communications The case of the “100 Years Skincare for Life” campaign of Nivea Submitted by Jacques Epangue BIC Class of 2015 Introduction The reputation of a brand is a key element of its relationship with its consumers. A strong brand reputation and positioning is built on both the brand identity and the brand image, which is the consumer’s perception of the brand. In fact, two thirds of consumers adopt a brand because they feel like they are connected to its image or its identity. Brand identity is what the brand truly represents, the tangible and intangible values that make a brand distinguishable from other brands. Therefore, the challenge of the brand is to preserve its identity while keeping up with marketing trends and strategies. The history of advertising has seen many controversial campaigns, to say the least, in which the brand has kept itself away from its identity involving its reputation. In 2011, Nivea cream-maker of the German firm Beiersdorf and largest skincare brand in the world, along with its business partner, global marketing communications agency Draftfcb rolled out a global campaign entitled “100 Years Skincare for Life” signing up international singing star Rihanna to be the voice of its 100 year celebrations, and the song “California King Bed” accompanied the whole anniversary campaign internationally...
Words: 1201 - Pages: 5
