Celebrity Endorsement Dissertation

Celebrity Endorsement Dissertation-13
On the basis of the literature review, and the observations likely to be made on the basis of the personal interviews, it could be stated that the success or failure of any celebrity endorsement is a result of several attributes, which will be presented in the questionnaire.This includes - match between the product and the celebrity endorsing it; the choice of celebrity and the target audience; the popularity of the celebrity; the credibility or image of that celebrity in the industry; the values they endorse; their physical appearances; their appeal i.e.An Enquiry into the Efficiency of Celebrity Endorsement as a Marketing Communication Strategy in Modern Day Society Introduction: Commercial organizations have historically sought to seek attention of their customers through the use of attractive and innovative marketing techniques.

Celebrities are known to be a bridge between products and customers who like to copy or imitate their idols. It has been seen that two sided celebrity endorsement has better and higher results when compared to that of the one sided advantage because of increased credibility and this strategy is gaining increased popularity. The numerous campaigns.....the markets, the aspects or the information to be communicated to the customers in terms of quality, durability, efficiency, guarantee, etc (Aaker and Keller, 1990, p.31).

Strategic value targeting, customer insight, whole brand positioning, implementation and integrating the whole range of "brand communications" are the next rational steps to follow in the communication process. Based on these factors, the celebrities are selected by the companies as appropriate ambassadors for endorsing their products and services.

Strategies for harmonizing human resources, business strategy, and organization structure with the brand are the crux of marketing communication. As the celebrities are followed by large sections of the society, it has become easier for the companies to communicate the business message top their customers (Agrawal and Kamakura, 1995, p.56).

An integration of all these activities shall indeed...... The companies have undertaken large expenditures for celebrity......: Sage Publications.

The differences in their perceptions with regard to the celebrity endorsements will be measured on the basis of their attitudes towards single celebrity ads (i.e.

a product endorsed by one celebrity) and multiple celebrity ads (i.e. The data will be then analyzed on the basis of percentage of respondents in accordance with these variables such as gender, age, educational background etc.involvement of celebrities for endorsing products / brands, or services.Thus, I wanted to explore the influence of such a promotional marketing strategy, in influencing the consumers in making their purchase decision; and to assess whether the consumers are really motivated to buy a product if it is endorsed by their favourite celebrity.This information will be presented in the form of graphs, for better clarification the same is depicted in the figure below: Figure 1: Factors taken into consideration while selecting a celebrity for endorsing a given brand / product: The rating will be shown on the x axis while the attributes will be shown on the Y axis.The numbers 1 to 9 indicate the attributes mentioned above, which are taken into consideration by marketers while endorsing a product.The findings in this chart will be based on the observations made as well as on the findings observed in literature review section.In recent times, the global business has become highly complicated and hence the choice of a right celebrity for the product is extremely crucial for the organizations.INTRODUCTION: The Author was always interested in Hollywood and the glamour world, so the idea of using celebrities from the sports world as well as the entertainment industry has always intrigued him.This is the main motivating factor for doing this research.locally as well as globally; the likelihood of the risk of them (celebrities) getting involved in a conflict or a controversy; and the number of brands endorsed by the said celebrity.These attributes play a key role in influencing the consumer’s purchase decision and hence must be taken into consideration by the marketers / organizations prior to associating themselves with a celebrity.

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