Literature Review of Celebrity Endorsement - 1870 Words

Running head: A LITERARY REVIEW OF CELEBRITY ENDORSEMENT Celebrity Endorsement in Mass Media Advertising Brands Celebrity endorsement in mass media advertising has become a very beneficial phenomenon for many countries and has significantly increased in the past decade, and should be the main principle of brand communications since it is the key to marketing success. Any product that is displayed in a television commercial or magazine advertisement by a corporation that uses a celebrity or well known public figure to give a testimonial or information about the product, is practicing celebrity endorsement. Although commonly thought of starting in the United States, celebrity endorsement began in India during the ‘80s but has since†¦show more content†¦She was dropped from her endorsements from large companies Burberry, HM, and Chanel, when photographs of her snorting cocaine surfaced in magazines and websites. Companies using a celebrity endorser take into account the serious consequences (loss of revenue, bad image) of pu tting a tainted face to their product since as stated above, the brand’s whole personality is often dependent on the celebrity endorser. Another aspect that is taken into account pertaining to the effectiveness of the celebrity endorser is to directly measure the degree that the consumers evaluate the celebrity as genuinely liking the product that they are endorsing. According to Gilbert and Malone (1995), these evaluations are recognizable under a type of judgment called â€Å"correspondent inferences.† Correspondent inferences generally refer to a judgment that consumers observe the endorser’s behavior in the advertisement to then infer consistent character in the endorser. For example, the consumer would observe an athlete saying he loves the breakfast cereal Wheaties, and then the consumer would infer that the athlete really does, in fact, like Wheaties. Adding to this study, McCracken (1986) suggests that a celebrity that best represents the appropriate symbolic properties â€Å"of the product should be selected, thus, highlighting the importance of the cultural meanings of celebrities in the endorsement process.† Culturally speaking,Show MoreRelatedCelebrity Endorsement On Consumer Behaviour1619 Words   |  7 Pageslook at celebrity endorsement, and the affects of celebrity endorsement on consumer behaviour. I am also going to be looking at celebrity endorsement and the affect it has on consumption in the retail indust ry. 2. Main Research Question Does Celebrity Endorsement Influence Consumer Behaviour and Purchasing Decisions? 3. Example Relevant sub-questions †¢ Examples of when consumers have been influenced by a certain celebrity or icon, to determine the consumption of a product. †¢ How celebrity endorsementRead MoreThe Questionnaire For Celebrity s Credibility Will Use Ohanian s Model1356 Words   |  6 Pagesand administration, in order to maintain their professionalism during data collection. This adequate training will be applied to data analyser and researcher as well. Measurement The questionnaires used in this research are adapted from previous literatures as their reliability and validity have been tested. The questionnaire for celebrity’s credibility will use Ohanian’s model (1990), that uses three dimensions: attractiveness, expertise, and trustworthiness. Each dimension will be broken down intoRead MoreLiterature Review Celebrity Chef4456 Words   |  18 Pagesco.uk/food/jamie10a.jpg A literature review 2008-2 Statement of authorship I certify that this literature review is my own work and contains no material which has been accepted for the award of any degree or diploma in any institute, college or university. Moreover, to the best of my knowledge and belief, it contains no material previously published or written by another person, except where due reference is made in the text of the literature review. Signed: _____ Read Moreâ€Å"the Impact of Celebrity Endorsement on a Customer’s Buying Behaviour†2543 Words   |  11 Pagesâ€Å"The Impact of Celebrity Endorsement On A Customer’s Buying Behaviour† Reviewing The Literature: This literature review aims to provide a comprehensive account of the different theories which will provide frameworks for answering market research questions relating to â€Å"The impact of celebrity endorsement on a customer’s buying behavior† and using celebrities in advertising and endorsing different products. Various Theories selected within this literature review are those which constitute a coreRead Moreâ€Å"the Impact of Celebrity Endorsement on a Customer’s Buying Behaviour†2559 Words   |  11 Pagesâ€Å"The Impact of Celebrity Endorsement On A Customer’s Buying Behaviour† Reviewing The Literature: This literature review aims to provide a comprehensive account of the different theories which will provide frameworks for answering market research questions relating to â€Å"The impact of celebrity endorsement on a customer’s buying behavior† and using celebrities in advertising and endorsing different products. Various Theories selected within this literature review are those which constitute a core ofRead MoreExploring The Impact Of Celebrity Endorsement On Consumer1097 Words   |  5 PagesEXPLORING 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 Read MoreThe Cosmetic Industry Of Thailand1208 Words   |  5 Pagesbrand because of the celebrity endorsement. The study by Hung shown that celebrity endorsement is an effective strategy that helps a brand to gain brand awareness and brand loyalty (2014). Furthermore, the study by Ilicic and Webster also support the study of Hung. Regarding to Ilicic and Webster, the brand will be able to influence the brand associations from a celebrity and gain consumer awareness (2011). Celebrity endorsement also transfers positive associations of celebrity onto the brand, whichRead MoreEffectiveness Of Celebrity Endorsement On Consumer Brand Preference2728 Words   |  11 Pages 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 discussionRead MoreThe Wearing Celebrity s Transgression And If Any Negative Implications Allotted By Purchasers1333 Words   |  6 Pagesachievement) have kept up their relationship. Whether these backers’ choices were focused around any true proof of how the embarrassment affected the mentality of their shoppers. Product related attributes: Product related ascribes when alluding to a game celebrities identifies with those components that contribute to the execution of the game article (Bauer, Stokburger-Sauer Exler 2008; gwinner, K. 1997). Past examination by Gladden and Funk (2001) and Bauer et al (2008) have characterized item related qualitiesRead MoreConsumers Familiarity With Instagram As A Marketing Platform2064 Words   |  9 PagesMethodology Based on the Literature Review in Chapter Two, it could be seen that there were three essential factors that needed to be investigated in more detail i.e.: †¢ Consumer’s familiarity with Instagram as a marketing platform †¢ Consumer’s perception of the celebrity as an opinion leader †¢ Consumer’s product knowledge Introduction A shortfall acknowledged in Chapter Two found neglected aspects in research discussing a consumer’s perception to celebrities as product experts and to