...of Athlete Endorsers on Consumer Purchase Decision of Teenagers for Non–Sporty Products Chua-Lao, Peterlao F. Cristobal, Michelle Ann Manlangit, Stephen John 3AMC Chapter 2 Introduction Nowadays, the utilization of celebrity-athletes on endorsements are very much common. Everyone is aware of the fact that numerous athletes are being contacted by various companies to co-present their products; whether it may be a sports or a non-sports brand product or services. But what we do not know is the concept of how much of an impact the celebrity-athlete impact gives to the audience. It is explained in this part the difference between an athlete’s endorsement on sports brand and an athlete’s endorsement on non-sports brand. It is also stated in this chapter the effects of the two, of what is being perceived by consumers and how they are going to respond based on attitude. Athlete endorsement One of the most common approaches to increase sales is the use of athlete endorsers as to continuously remind them of the product (Ruihley, 2010). According to a study, for an endorsement to be effective, the chosen athlete endorser must be amid the leading performers of his or her career and must seem to have a reliable attitude to the purchasers. (Ruihley, 2010). In a consumer’s point of view, in promotions, it is more engaging and consistent when a celebrity is being used as the endorser; as this forms brand image. (Sertoglu, 2014) But still, efficiency of the celebrity may vary on...
Words: 1801 - Pages: 8
...The Impact of celebrity endorsement on Sproutworks brand image Kristina Matviyenko Assignment 4 Academic Writing December 25, 2015 Table of Contents Title Page…………………………………………………………………………………… 1 Abstract……………………………………………………………………………………… 3 Introduction..…………………………………………………………………………….…. 4 Background………………………………………………………………………………. 4-5 Literature Review…………………………………..…………………………………... 5-6 Research Question………………………………………………………………………. 6 Discussion and Conclusions………………….………………………………………… 6-7 Recommendations ………………………………………………...........................…... 7 References ……………………………………………………………………………….... 8 Abstract This report describes the theory behind selecting an effective celebrity endorser to match the brand identity and to enhance the brand image for an emerging health-focused restaurant chain - Sproutworks. Industry expertise is an important criteria of selecting the right endorser to represent the brand. Matching the right type of celebrity personality with the brand idetity is another crucial factor in determining the succsess of the endorsement strategy. The unique feature of the Chinese consumer, as previous research suggests is that the personal life such as values, morality, social position, marital status, etc; of the celebrity is often considered to be among the top priorities in the eyes of the consumer and has direct effect on brand evaluation. Further the report aims to analyse the effects of implementing celebrity endorsement and makes suggestions on...
Words: 1778 - Pages: 8
...A Study on How Celebrity Endorsers of Bench and Penshoppe Affect the Buying Behavior of Assumption Communication Students A Thesis Presented to The Department of Communication Assumption College In Partial Fulfillment of the Requirement For the Degree of Bachelor of Communication Major in Advertising Stephanie Rae D. Galeos Rameya Christelle C. Ramoso February 18, 2013 Chapter 1 The Problem and the Review of Related Literature Background of the Study Advertising is predominant to everyone. People are bombarded with advertisements. They rely on it; it makes their lives easier. Easier because they can get information from all the types of advertisements they see and hear everyday – print, billboards, online, television, radio, etc. Advertising can be perceived as an answer to one’s needs (basic and daily necessities) and wants (what they buy, but they do not need). Each of us is different, so we all have our perceptions toward a brand/product or other advertisements we see or hear. However, companies still look for the real reason why consumers buy, what they buy, and when they buy. This is because it will help them know what brand/product or service to offer in order to satisfy them, and possibly maybe, let them become loyal buyers/users. Consumers buy as they aim to satisfy their needs and wants. Consumer needs are their basic and daily necessities, while wants are the things they buy, but they do not really need, those which will improve/enhance...
Words: 5761 - Pages: 24
...Introduction | 3-4 | 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...
Words: 2446 - Pages: 10
...Celebrities’ Impact on Branding Center on Global Brand Leadership Columbia Business School January 15, 2003 Christina Schlecht 527 Riverside Dr., Apt. 4K New York, NY 10027 (212) 280 5447 cschlecht02@gsb.columbia.edu Table of Contents 1. Introduction 2. A Definition of ‘Celebrity’ 3. Celebrities as Spokespersons 4. Source Credibility and Attractiveness 5. The Match-up Hypothesis 6. The Meaning Transfer Model 7. Multiple Brand and Celebrity Endorsement 8. Conclusion Table of Figures Figure 1: Catherine Zeta-Jones endorsing the brand ‘Elizabeth Arden’ Figure 2: Successful and unsuccessful celebrity endorsements Figure 3: Meaning transfer in the endorsement process Figure 4: Brands endorsed by top model and actress Milla Jovovich Figure 5: Celebrities endorsing the luxury brand ‘Omega’ 2 Introduction The billions of dollars spent per year on celebrity endorsement contracts show that celebrities, like Liz Hurley, Britney Spears and Tiger Woods, play an important role for the advertising industry (Daneshvary and Schwer 2000, Kambitsis et al. 2002). Female athlete Venus Williams, tennis player and Wimbledon championship winner in 2002, for example, has signed a five-year $40 million contract with sportswear manufacturer Reebok International Inc.1 Theory and practice prove that the use of super stars in advertising generates a lot of publicity and attention from the public (Ohanian 1991). The underlying question is, if and how the lively interest of the public...
Words: 3216 - Pages: 13
...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
...THE IMPACT OF ASAP 18 CELEBRITIES ON PURCHASE DECISION OF THE TEENAGERS Pierre Jaca, Cassandra Soliman, Apryll Vivas San Beda College – College of Arts and Sciences This research aims to provide an answer in understanding the behavior of consumers towards celebrity endorsements. It will give an answer as well as measuring the effectiveness of using celebrity endorsers from the high rating tv program of ABS-CBN, ASAP 18. Does the show, or the artists itself affect consumer’s behavior? Keywords: attention, familiarity, teenagers | | One of the most significant Principle of Marketing is Promotion. It is a means of getting your message out to the public. This is mainly done through Advertising in the form of radio, newspapers, magazines, billboards, television, on line promotions and moving media such as vehicles and agents. Among all these forms, the best and prevalent way of Advertising a product or a service is through the Television. It is said to be the most expensive yet most effective way of introducing the product in the market place to be known by the people. With Television, anyone who will be viewers of a TV channel can see and notice the product get endorsed. Moreover, certain high rating program affects product familiarity to viewers and customers because it is associated with appealing celebrities which can induce its desirability to the market place. It is said that: Advertising needs to stop consumers and hold their attention in likable ways: “Where...
Words: 7589 - Pages: 31
...Celebrity Endorsement in the fashion industry (march 2010) Table of Contents List of tables Acknowledgements Authors Declaration Abstract Introduction Chapter 1: Literature Review Chapter 2: Methodology & Objectives Chapter 3: Data Analysis/Findings Chapter 4: Conclusions Recommendations Appendice 1: The model of Celebrity Endorsement Appendice 2: The meaning transfer of McCracken Appendice 3: Questionnaire Appendice 4: Coding Questionnaire Bibliography List of Table/figure Table 1: 4 types of celebrity Appeals Figure1: Do you think that celebrities in fashion advertising help you to remember the brand and to be interesting in? Figure 2: I think the print advertisement is attractive Figure 3: I believe Kate Moss is an expert on the product Figure 4: Do you intend to know more about the product? (about the print advertisement) Figure 5: Do you want to purchase the fashion product/brand after watching the celebrity endorsed advertisement? Figure 6: Will you purchase the product because of the endorsing celebrity? Acknowledgements First of all, I would like to express my immense gratitude to my supervisor …… for her help during this project and to show me the way to do it. I would also like to thank my teacher …. without whom I would not have been able to lead this project. Finally I am also thankful to my family, friends and mates who have rendered their whole hearted support at all times for the successful completion of this project. Authors Declaration I, ......., declare...
Words: 8874 - Pages: 36
...Impact of Celebrity Endorsements on Brand Image Debiprasad Mukherjee* August 2009 * Debiprasad Mukherjee is a Business Process Management Consultant in IT Telecom domain. He has experience of working with Siemens, IBM, and Tech Mahindra in India and abroad. He holds Post graduation in Management from Indian Institute of Social Welfare & Business Management, India and Bachelor in Technology in Electrical Engineering. His areas of interest are Brand Management, Consumer Behavior, Advertisement, Customer Relationship Management, Data Warehousing, Business Intelligence, Master Data Management etc. Email:- debiprasad.mukherjee@techmahindra.com / debiprasad.mukherjee@gmail.com Contact: - Techno India Building, 6th Floor EM-4/1, Sector V, SaltLake, Kolkata-700091, INDIA Tel No: +91 334002 8146 / +91 9830318394 This paper can be downloaded from the Social Science Research Network Electronic Paper Collection: http://ssrn.com/abstract=1444814 Electronic copy available at: http://ssrn.com/abstract=1444814 Abstract Celebrity endorsement has been established as one of the most popular tools of advertising in recent time. It has become a trend and perceived as a winning formula for product marketing and brand building. It is easy to choose a celebrity but it is tough to establish a strong association between the product and the endorser. While the magnitude of the impact of celebrity endorsement remains under the purview of gray spectacles, this paper is an effort to analyze...
Words: 12521 - Pages: 51
...by any reproduction rights organization. To order copies or request permission to reproduce materials, contact lvey Publishing, lvey Management SeNices, clo Richard lvey School of Business, The University of Western Ontario, London, Ontario, Canada, N6A 3K7; phone (519) 661-3208; fax (519) 661-3882; e-mail cases@ivey.uwo.ca. Copyright © 2007, lvey Management Services Version: (A) 2007-08-08 In order to design and implement effective marketing communications, managers must develop a solid understanding of consumer behavior in general, and consumers' interpretation of and response to advertising in particular. Consequently, this note presents a useful perspective on understanding how advertising works from a consumer point of view. The note takes the perspective of the elaborationlikelihood model (ELM) developed by Petty and Cacioppo. 1 Understanding how advertising works is important for students, academics and managers alike. Many marketing and consumer behavior researchers devote substantial research to the study of advertising. Advertising is a huge industry: in the United States alone, $271 billion was invested in (all media) advertising in 2005 2 Therefore, anyone involved in the study or practice of business will benefit from a thorough...
Words: 5483 - Pages: 22
... 27 Impact Analysis Framework 29 Case Studies 34 Conclusion 37 Facts and Figures 40 References 45 INTRODUCTION “A sign of celebrity is that his name is often worth more than his services.” -Daniel J Boorstin And this is what exactly the marketers took as a firm base to advertising industry. We people are diehard fans of movie and sports stuff, and this characteristic of consumers has invited the concept of endorsing celebrities from different fields namely movies, sports, glamour, fashion, modelling etc for different brands. With several products being launched every other day, advertisements for each one of them may go unnoticed but even then the glamour of celebrities seldom gets unnoticed. The celebrity fits in between the producers and consumers where he tries to bring the image of the product closer to the expectations of the consumer. Thus endorsing a celebrity for a product and its overall impact on the brand is very significant...
Words: 7962 - Pages: 32
...Footlocker chain such as Foot Action, Champs, and East Bay. Lady Footlocker was founded in 1982 in Joliet, Illinois. Lady Footlocker originates from the Woolworth family, as does Footlocker, and its other chain stores. Over the last quarter century, Lady Footlocker has risen to become the largest retailer of women’s athletic footwear, apparel, and accessories. Lady Footlocker has over 600 retail locations throughout the United States, Europe, and Canada. Most Lady Footlocker locations boast an average retail space of 2200 square feet. Lady Footlocker prided itself on providing the best in woman-to-woman service and product selection. BACKGROUND OF THE PROBLEM Lady Footlocker is brand of Foot Locker, Inc. to meet women’s consumer’s needs in athletic footwear and apparel. Foot Locker, Inc. is an American sportswear and footwear retailer, with its headquarters in Midtown Manhattan, New York City, and operating in approximately 20 countries worldwide. Formerly known as Venator Group, Inc., it is the successor corporation to the F.W. Woolworth Company. Foot Locker, Inc. operates the eponymous “Foot Locker” chain of athletic footwear retail outlets (along with “Kids Foot Locker” and “Lady Foot Locker” stores), Champs Sports, Footaction USA, and Eastbay/Footlocker.com Eastbay/Footlocker.com own the rights to Final Score, ESPN Shop, AFL Store, and The United States Olympic Shop. The chain is known for its employees' uniforms, resembling those of referees. Now a...
Words: 1253 - Pages: 6
...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
...This article was downloaded by: [Universiti Sains Malaysia] On: 19 March 2015, At: 06:57 Publisher: Routledge Informa Ltd Registered in England and Wales Registered Number: 1072954 Registered office: Mortimer House, 37-41 Mortimer Street, London W1T 3JH, UK Journal of Advertising Publication details, including instructions for authors and subscription information: http://www.tandfonline.com/loi/ujoa20 Following Celebrities’ Tweets About Brands: The Impact of Twitter-Based Electronic Word-of-Mouth on Consumers’ Source Credibility Perception, Buying Intention, and Social Identification With Celebrities Seung-A Annie Jin & Joe Phua a b a b Emerson College, Boston, Massachusetts, USA University of Georgia, Athens, Georgia, USA Published online: 24 Apr 2014. Click for updates To cite this article: Seung-A Annie Jin & Joe Phua (2014) Following Celebrities’ Tweets About Brands: The Impact of TwitterBased Electronic Word-of-Mouth on Consumers’ Source Credibility Perception, Buying Intention, and Social Identification With Celebrities, Journal of Advertising, 43:2, 181-195, DOI: 10.1080/00913367.2013.827606 To link to this article: http://dx.doi.org/10.1080/00913367.2013.827606 PLEASE SCROLL DOWN FOR ARTICLE Taylor & Francis makes every effort to ensure the accuracy of all the information (the “Content”) contained in the publications on our platform. However, Taylor & Francis, our agents, and our licensors make no representations or warranties whatsoever as to the...
Words: 9066 - Pages: 37
...Consumer Research, Inc. Who is the Celebrity Endorser? Cultural Foundations of the Endorsement Process Author(s): Grant McCracken Reviewed work(s): Source: Journal of Consumer Research, Vol. 16, No. 3 (Dec., 1989), pp. 310-321 Published by: The University of Chicago Press Stable URL: http://www.jstor.org/stable/2489512 . Accessed: 12/02/2012 13:26 Your use of the JSTOR archive indicates your acceptance of the Terms & Conditions of Use, available at . http://www.jstor.org/page/info/about/policies/terms.jsp JSTOR is a not-for-profit service that helps scholars, researchers, and students discover, use, and build upon a wide range of content in a trusted digital archive. We use information technology and tools to increase productivity and facilitate new forms of scholarship. For more information about JSTOR, please contact support@jstor.org. The University of Chicago Press and Journal of Consumer Research, Inc. are collaborating with JSTOR to digitize, preserve and extend access to Journal of Consumer Research. http://www.jstor.org Who Is the Celebrity of Endorser? Cultural Process Foundations the Endorsement GRANT McCRACKEN* This article offers a new approach to celebrity endorsement. Previous explanations, especially the source credibility and source attractiveness models are criticized, and an alternative meaning transfer model is proposed. According to this model, celebrities' effectiveness as endorsers stems from the cultural meanings with...
Words: 9636 - Pages: 39
