Effectiveness of Celebrity Endorsement on Consumer Brand Preference Submitted by Aakash Pandya Table of Contents 1. Introduction 3 1.1 Background of the Study 3 1.2 Research Problem 5 1.3 Research Objective 6 1.4 Significance of the study 6 II. Literature Review 7 2.1 Hypothesis 8 2.2 Significance of the study 9 III Research Methodology 10 3.1 Research Design 10 3.2 Population 10 3.3 Sample Size and Sampling Method 10 3.4 Data Collection 11 3.5 Analysis and discussion 11 3.6
Celebrity endorsement can be defined as any person who enjoys public recognition and fame, and uses their fame to help promote a consumer good by appearing with it in an advertisement. (McCracken 1989, p. 310). The art of using celebrities to promote products dates back to the early 1900’s and in recent times it has implemented itself as one of the most popular methods of advertising, being perceived as a winning formula for product marketing and brand building. Infact, it is such a growing trend
Iba 550 October 20, 2008 Celebrity Endorsement Marketing Campaigns Celebrity endorsement is a billion dollar industries today (Kambitsis et al., 2002) with companies signing deals with celebrities hoping that they can help them stand out from the clutter and give them a unique and relevant position in the mind of the consumer. According to Solomon (2002), the reasons for using celebrity endorsement involves its potential to create awareness, positive feelings towards their advertising and brand
Dissertation Proposal “Celebrity Culture and Mass Marketing” A proposed study on the effects of celebrity culture on consumer perception and behaviour; and how this is affecting the marketing techniques being used by UK businesses Contents Background 5 My Proposal 5 Literature review 5 Methodology 8 Limitations 9 Application 10 References 12 Appendix 13 Appendix A- Performa 13 Background Celebrity culture has been around for many years, however throughout the last ten
expertise, brand equity is based upon overall satisfaction of the consumer with the brand’s services and perceived quality, most of the prior studies are conducted on the telecom sector and on other fast moving consumer good items and are of quantitative nature. Banking sector is the best example of relation based service providers. Less work has been done in Pakistani market in the retail banking sector with respect to the impact of endorser’s credibility along with the brand credibility. Habib
ASSIGNMENT COVER SHEET Every piece of written work you submit for assessment must have this cover sheet attached. Please type in your details then copy and paste to the front of your assignment and save the file ready to upload. COURSE DETAILS Course Code: RBUS2900 Course Co-ordinator: Dr. Ravi Pappu Course Name: Business Research Methods Assignment No: 2B Assignment Due Date: 28/05/2012 STUDENT CONTACT DETAILS Student Number: James Jun Qiang Low Ng Han Siong Derrick Bram Wijaya Peng Yang
majority of brands globally primarily big brands such as Pepsi and have significantly shaped their overall success in the market and the customer's loyalty to the brand. Entertainment marketing adopts different styles which are intended to enhance consumer understanding of the company products or services. Besides, entertainment marketing is centered on providing customers with experiences that represents more than commercial exposure as well as helping the customers become actively involved in areas
EXPLORING THE IMPACT OF CELEBRITY ENDORSEMENT ON CONSUMER PREFERENCE AND BUYING BEHAVIOUR (A CASE OF SELECTED DIRECT TO HOME (DTH) SERVICE PROVIDERS IN JODHPUR) A RESEARCH PROPOSAL (SYNOPSIS) SUBMITTED TO THE DEPARTMENT OF BUSINESS ADMINISTRATION, FACULTY OF COMMERCE & MANAGEMENT STUDIES, JAI NARAIN VYAS UNIVERSITY, JODHPUR, RAJASTHAN FOR THE REGISTERATION OF DEGREE OF DOCTOR OF PHILOSOPHY (PhD) UNDER THE SUPERVISION OF: SUBMITTED BY: Dr. M.L.VASITA
Impact of Celebrity Endorsement on Overall Brand By Muneeb Ahmed Synopsis The general belief among advertisers is that brand communication messages delivered by celebrities and famous personalities generate a higher appeal, attention and recall than those executed by non-celebrities. The quick message-reach and impact are all too essential in today 's highly competitive environment. |[| |p| |i| |c| |]| |[| |p| |i| |c| |]| |[| |p| |i| |c| |]| |[| |p| |i| |c| |]| |[| |p| |i|
McCracken´s definition as the most informative one as it is short and concise. The definition gives a clear view of what a celebrity endorser is. Previous studies have been done on consumers´ response to celebrity endorsement in advertising. Results of these studies show that celebrities make advertising believable and enhance message recall. Furthermore, when celebrities are recognized with brand names, it creates a positive attitude toward the brand and a distinct personality for the endorsed