...in a variety of context. 2. Determinants of Celebrity Endorsement A celebrity endorser is “an individual who enjoys public recognition and who uses this recognition on behalf of a consumer good by appearing with it in an advertisement” (McCracken, 1989, page 310). Friedman and Friedman state that “a celebrity endorser is an individual who is known to the public for his or her achievement in areas others than of the product class endorsed” (Friedman & Friedman, 1979, page 63). This chapter will explore several elements which describe what a celebrity should possess to be a successful and solid endorser. The determinants described in this paper are: credibility, expertise, trustworthiness, attractiveness, similarity, liking, familiarity and the match-up congruence with the product. Source credibility depends on expertise and...
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...Introduction Credibility of social media is one of the key factors initiating and further increasing further public engagement and communication effectiveness in the social media. Blogs is one of the social media and chosen to be scoped in this literature, which have been considered to be most pertinent social medium. An effective way to measure blog credibility is hard to achieve without a valid, solid method to insure that measurement. This study has developed and measure blog credibility as well as by the usage of focus groups and a survey. This study also discusses the implications practical aspects of measuring blog credibility (Minjeong, 2010). Recently, it has been suggested that the credibility of the medium of communication influences...
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...In today’s society, the majority of the public receives its news from networks putting forth mass media broadcasts. Many of these news stories attempt to summarize published research studies; however, people need to understand that all of the information they receive from news networks are not always accurate and truthful. The article “Study says person's trustworthiness determined by how close photo is taken,” published by Fox News on October 25th, 2012, is an example of how a news network can present a story that is bias, and lacks information. The study, “Perspective Distortion from Interpersonal Distance Is an Implicit Visual Cue for Social Judgments of Faces,” conducted by the California Institute of Technology (Caltech), tested whether or not a person’s trustworthiness is affected by how close their photo was taken. The study consisted of four experiments testing multiple audiences on various photos of white males. Each experiment had two pictures for the test participants to analyze; one picture was a man’s face from two feet away, the other being seven feet away. The subjects then rated the man’s trustworthiness by using the “trust meter” they received. For example, the mean trust investment difference in experiment one was 3.2 > 2.45 (far face - close face). The other three experiments had similar results, supporting the claim that the closer someone’s picture was taken, the less trustworthy that person will look in that individual picture (Bryan, Perona, & Adolphs...
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...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 accuracy...
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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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...Social Media are web-based sites that allow people to connect with others, such as Facebook, Twitter and Instagram. Many forms of social media are free or of low costs. High skill levels and advanced technology are not required to create a profile page for the business. Not only is social media only used by people, it is used by businesses. Social Media in business allows organisations to form connections with other businesses, potential customers and the general public. Through these sites, companies can advertise products, offers and important information. Also, videos, photos and messages can be sent out and seen by thousands of people. They help form closer relationships with customers and the business can interact directly with their customers. Using a social media can help promote the organisations name and allow businesses to target the specific niche based on location or interest. Social Media sites can be used to provide useful information about the products and demonstrate the companies’ knowledge of the products. If the content is interesting, the profile can be shared and generate more interest. Companies can use social media channels as a way for increasing its reputation and trustworthiness which may ultimately result in better branding. Companies can have conversation with its customers, which makes a great amount of credibility among its customers. Lead generation is another reason why companies should opt for social media marketing campaigns. Lead generation...
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...SEMESTER I 2014/2015 IE21103 MARKETING ESSAY (INDIVIDUAL WORK) WEIGHT: 10% QUESTION 1 PREPARED BY: Name | Matric No. | CHUA PEI KUN | BI12110028 | DATE OF SUBMISSION: 9th October 2014 PREPARED FOR: Madam Nona Masnie Mohd Nistah TABLE OF CONTENTS No | Title | Page | 1 | 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...
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...Nowadays the new media is more and more developing and involving in our day to day life. Social media is the number one media that the generation of this century use in order to get the information they need. Reilly (2012) refers to the McCrindle Research from 2006 where this generation has been mentioned as Net Gen, Millennials, Generation Y or Gen Y. New media is from a huge importance to our working and social life and has a vast impact on the society. The question is what new media does to the current generations’ working life, professional relationships and the ability to gain trust? The use of new media involves new leadership styles and practices which will help for the growth of a leader. But will the new media help Generation Y to...
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...of this assignment, the article, “The effects of the perceived behavioral integrity of managers on employee attitudes: A meta-analysis” was selected. This premise of this research was to establish correlation of results attained from the previously conducted empirical research pertaining to the relationship of behavioral integrity of the managers and the attitudes of employees. Within this article, the following definitions were clarified to bring a better understand of what behavioral integrity is and vital components contained therein (trust and credibility). According to Simons (2002), behavioral integrity is the perception of an aligned pattern as depicted by one’s words and deeds. Therefore, trust is the acuity formed as a result of prior reliability and dependability authenticated from past endeavors as depicted by McAllister (1995). The last definition of credibility, serves as a precursor to trustworthiness. Yet, credibility and trust are components which has a strong effect on behavioral integrity, these factors were not utilized to gauge behavioral integrity for this study (Davis & Rothstein, 2006). Rightfully, the authors integrate the relationship amid perceived behavioral integrity of managers and the attitudes of employees as it pertains to job satisfaction, organizational commitment, satisfaction with the leader and the organizational involvement (Davis & Rothstein, 2006). Explain how you could use these theoretical/conceptual ideas or theories to narrow the...
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...The first issue that a corporation should understand is consumer. Consumers have always been important and around. But off recent trends the consumers have become more important in another respect: Environment consciousness. Thus it has become difficult to manipulate them into buying a tainted brand. Thus the corporate is faced with an issue of Environmental responsibility. It is difficult to change this image in the consumer’s mind once they believe that something wrong is being done and a crime is being committed. This goes against the morale of the consumer. He feels betrayed in a way. 2. Two most important attributes that a company requires is credibility and trustworthiness. When these are taken into consideration with respect to the Brent Spar Case, Shell had its facts set straight. But they were low on credibility. They seemed to come off as a snobbish brand as they always followed a top down approach. They had all their plans and strategies laid out to win the case but were left out in the open once Greenpeace intervened in the process. Greenpeace had come out in the open calling it foul play. The common man moved towards Greenpeace and sympathized with their efforts because the consumers trusted Greenpeace and based it on the face that they believed it to be trustworthy. 3. The single most important point one should take away from this case is how corporate should respond to issues. The change is from the previous culture of reactive, where the corporate...
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...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...
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...ethics are different for each person but for the most part, people want to be known as a good person, someone who can be trusted, and he or she are concerned about his or her relationships and personal reputations. A speaker can influence his or her credibility by demonstrating you knowledge, trustworthiness and good intentions. People trust a message if they think it is true and reliable and the communicator is knowledgeable and honest. People have confidence in a source if their trust has been rewarded over time. Your emotional and functional state will influence the meaning you give to your views. Also, seeing only the positive in people that you like and only the negative in the people that you do not like is called bias. Be aware of perceptual evaluations influenced by your own biases. Self-concept differs in different situations and at different times through many different ways. One way would be through others images of you. If you wanted to see how friendly or how confident you are, you would look at the image of yourself that others reveal to you through their behaviors and especially through the way they treat you and react to you. Another way is through social teachings. Through parents, teachers, and the media, your culture inspires in you a variety of beliefs, values, and...
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...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...
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...Nike China’s “Find Your Greatness” Campaign CLIENT NIKE PRODUCT NIKE ENTRANT WIEDEN+KENNEDY SHANGHAI Shanghai, CHINA TYPE OF ENTRY MEDIA: Use of Media CATEGORY Best Use of Social Media Marketing TITLE FIND YOUR GREATNESS PRODUCT/SERVICE NIKE ENTRANT COMPANY : WIEDEN+KENNEDY SHANGHAI Shanghai, CHINA ADVERTISING AGENCY : WIEDEN+KENNEDY SHANGHAI Shanghai, CHINA MEDIA AGENCY : MINDSHARE CHINA Shanghai, CHINA BRAND OWNER: Nike AGENCY: Wieden+Kennedy, Mindshare, AKQA, Razorfish BRAND: Nike COUNTRY: China MEDIA BUDGET: 10 - 20 million AMBUSH MARKETING: A marketing technique in which advertisers work to connect their product with a particular event in the minds of potential customers, without having to pay sponsorship expenses for the event. An example of ambush marketing might involve selling music merchandise just outside the grounds of a concert without the consent or awareness of the concert promoters, relying on association with the concert to drive sales. PARASITIC ADVERTISING: A type of marketing that promotes one product at the cost of lost sales for another product. Parasitic advertising often occurs when two products are close substitutes for one another. Firms generally attempt to avoid parasitic advertising within their own product offerings because it is not the most effective way of maximizing the return on ad spending. THE BIG IDEA: Honour the pursuit of greatness, not just gold. Simply to inspire and energize everyday athletes everywhere...
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...Occasional Paper 5 The Recovery of Trust: Case studies of organisational failures and trust repair BY GRAHAM DIETZ AND NICOLE GILLESPIE Published by the Institute of Business Ethics Occasional Paper 5 Authors Dr Graham Dietz is a Senior Lecturer in Human Resource Management and Organisational Behaviour at Durham University, UK. His research focuses on trust repair after organisational failures, as well as trust-building across cultures. Together with his co-author on this report, his most recent co-edited book is Organizational Trust: A cultural perspective (Cambridge University Press). Dr Nicole Gillespie is a Senior Lecturer in Management at the University of Queensland, Australia. Her research focuses on building, repairing and measuring trust in organisations and across cultural and professional boundaries. In addition, Nicole researches in the areas of leadership, teams and employee engagement. Acknowledgements The authors would like to thank the contact persons in the featured organisations for their comments on an earlier draft of this Paper. The IBE is particularly grateful to Severn Trent and BAE Systems for their support of this project. All rights reserved. To reproduce or transmit this book in any form or by any means, electronic or mechanical, including photocopying, recording or by any information storage and retrieval system, please obtain prior permission in writing from the publisher. The Recovery of Trust: Case studies...
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