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 how it impacts the brand image and the company as a whole.

Introduction

In the modern world most big companies choose the brand "face" among celebrities as the effective marketing communication strategy. Smaller companies also tend to invite the “stars” to participate in their advertisement campaigns. Sproutworks is likely to follow the same path and attract a well known in Chinese