...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...
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...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...
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...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...
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...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...
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...Case Problem 01 Motion Picture Industry In partial fulfillment of the course requirements in CPROBS1 C32 Submitted by: Group # 5 CHAVEZ, LEXIE COOJACINTO, SHARLEEN RENGEL, ENZO VASWANI, FHARINA YAP, SEAN JUSTIN SEPTEMBER 1, 2015 MOTION PICTURE INDUSTRY The motion picture industry is a competitive business. More than 50 studios produce a total of 300 to 400 new motion pictures each year, and the financial success of each motion picture varies considerably. The opening weekend gross sales ($millions), the total gross sales ($millions), the number of theaters the movie was shown in, and the number of weeks the motion picture was in the top 60 for gross sales are common variables used to measure the success of a motion picture. Data collected for a sample of 100 motion pictures produced in 2005 are contained in the file named Movies. Table 1 shows the data for the first 10 motion pictures in this file. TABLE 1 | PERFORMANCE DATA FOR 10 MOTION PICURES | | | | | | | Motion Pictures | Opening Weekend Gross Sales ($millions) | Total Gross Sales ($millions) | Number of Theaters | Weeks in Top 60 | | | | | | | | | | | Coach Carter | 29.17 | 67.25 | 2574 | 16 | Ladies in Lavender | 0.15 | 6.65 | 119 | 22 | Batman Begins | 48.75 | 205.28 | 3858 | 18 | Unleashed | 10.9 | 24.47 | 1962 | 8 | Pretty Persuasion | 0.06 | 0.23 | 24 | 4 | Fever Pitch | 12.4 | 42.01 | 3275 | 14 | Harry Potter and the Goblet of Fire | 102.69...
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... 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...
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...The conversation of celebrity activism in our modern world is one that is very intricate and of great interest to many in the academic community of communications. This topic has led many scholarly authors to write concerning the matter and make claims based on research and case studies as to the effectiveness of celebrity activism. In an effort to make this conversation and its various positions easier to understand and visualize, I have created a conversation map bringing together various articles on the subject of celebrity activism. The map shows several claims from the authors’ articles and how the ideas presented in the articles relate to other pieces. This paper serves as an explanation to the map mentioned above. The map has four main...
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...International Journal of Advanced Research in Management and Social Sciences ISSN: 2278-6236 IMPACT OF CELEBRITY ENDORSEMENT ON BRAND EQUITY IN COSMETIC PRODUCT S. Sivesan* Abstract: In the present business environment, marketers are using different kinds of marketing strategies to achieve the organizational goals. Celebrity endorsement is one of the marketing strategies which are adopted to achieve the organizational goals. Celebrity endorsement advertisements have been known as ‘ubiquitous feature of modern marketing. This study attempts to measure the impact of celebrity of endorsement on brand equity in the cosmetic product. For this purpose, 123 respondents were selected by using systematic random sampling methods. The data analysis covered correlation, regression, and rank order by using the version 16.0 of SPSS package. Results revealed that celebrity endorsement and brand equity are positively correlated with the value of 0.3394 which is highly significant at one percent level. A result of the regression analysis is celebrity endorsement 0.44 which means 44 percent impact on brand equity. This study would hopefully benefit to the academicians, researchers, policy makers and practitioners through exploring the impact of celebrity endorsement and brand equity. Keywords: celebrity endorsement, brand equity, advertisement *Lecturer, Department of Marketing, Faculty of Management Studies and Commerce, University of Jaffna, Sri Lanka Vol. 2 | No. 4 | April 2013...
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...Effect of Celebrity Advertising in the Philippines Thesis Statement: Philippine Celebrities are very important factors in advertising nowadays because they serve as a very effective means in marketing. Problem (Background of the Proposal): A celebrity can be an actor or an actress who are usually seen in the television programs. Nowadays, many celebrities are now also commercial models and this phenomenon constitutes to the so-called “Celebrity Advertising”. Celebrities are now making a huge impact in advertisement in the Philippines. According to studies, consumers usually buy a product because of the celebrity endorser without knowing the factual effect of that certain commercial product. Specifications: • Must be able to clearly define Celebrity Advertising. • Must be able to show the effect of Celebrity Endorsing or Advertising in the Philippine commercial industry marketing. • Must be to give the different celebrity attributes on how to advertise a commercial product effectively. • Must be able to give the effect of being an endorser of a celebrity (celebrity income in a commercial). • Must be to relate brands, celebrities and consumers in the Philippines • Must be able to identify the risks involved and the celebrity arguments against celebrity advertising in the Philippines • Must be able to distinguish the impact of the brand endorsement by a celebrity on consumer behavior in the Philippines. References: • (2010, 12). Celebrity Endorsement...
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...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...
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...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...
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...Effect of Celebrity Advertising in the Philippines Thesis Statement: Philippine Celebrities are very important factors in advertising nowadays because they serve as a very effective means in marketing. Problem (Background of the Proposal): A celebrity can be an actor or an actress who are usually seen in the television programs. Nowadays, many celebrities are now also commercial models and this phenomenon constitutes to the so-called “Celebrity Advertising”. Celebrities are now making a huge impact in advertisement in the Philippines. According to studies, consumers usually buy a product because of the celebrity endorser without knowing the factual effect of that certain commercial product. Specifications: • Must be able to clearly define Celebrity Advertising. • Must be able to show the effect of Celebrity Endorsing or Advertising in the Philippine commercial industry marketing. • Must be to give the different celebrity attributes on how to advertise a commercial product effectively. • Must be able to give the effect of being an endorser of a celebrity (celebrity income in a commercial). • Must be to relate brands, celebrities and consumers in the Philippines • Must be able to identify the risks involved and the celebrity arguments against celebrity advertising in the Philippines • Must be able to distinguish the impact of the brand endorsement by a celebrity on consumer behavior in the Philippines. References: • (2010, 12). Celebrity Endorsement...
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...Baleigh Holder Mrs. Withrow English 1123 1 October 2015 Parental influence to celebrity influence Every parent should have the natural desire to raise his/her child as independent and moral individuals. However, it is common for others to be influenced by their surroundings, such as social media sources, television shows, peers, family members, etc. Moreover, these models of behavior definitely contribute to how we form our perspectives of the world. Arguably, parents and celebrities are two of the most influential factors during childhood. Whether they are modeling positive or negative lifestyle choices, parents and celebrities alike face the consequences of those choices, and, subsequently, their children learn from seeing these experiences. Parents are very important when it comes to influencing their children’s lifestyle choices. Being if they live with them, children are with their parents almost all of the time. They teach their children everything from walking, talking, potty training, and etc. Children and young teens watch their parent’s everyday choices. Most parents can be a positive influence for their children, and raise them to be independent and moral. For instance, a parent can be a hard worker, providing for their family everyday, and teaching them that having an education is very important. On the other hand, parents can also show negative influences to young teens. For example, if a parent smokes and drinks all the time, and their children see their...
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...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...
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...ON INFLUENCE OF CELEBRITY ADVERTISEMENT IN TELEVISION ON CONSUMERS’ PURCHASE DECISION” Authors: 1. C.Gomathy, PSGR Krishnammal College for Women, Coimbatore. “A STUDY ON INFLUENCE OF CELEBRITY ADVERTISEMENT IN TELEVISION ON CONSUMERS’ PURCHASE DECISION” *Mrs.C.Gomathy ABSTRACT The impact of television is vital because of its enormous potential as an audio-visual communicator. Television enables the creative man to communicate by combining motion, sounds, words, color, personality and stage setting to express and demonstrate ideas to large and widely distributed audience. T.V. advertisements usually play a role in either introducing a product reinforcing the familiarity to the product and also convincing to purchase the product. Advertisements are among the most visible of the marketing strategy and have been the subject of a great deal of attention in the last ten to fifteen years. Advertisement cannot only change emotions but give subliminal message. Celebrity Advertising has become a significant tool for creating awareness of products. The important point in celebrity advertising is the effectiveness with which they are endorsing the product. By the mere presence of celebrity, the product will not make a sale. This study makes an attempt to find out whether the consumers are influenced by celebrity advertisement...
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