Wait a second!
More handpicked essays just for you.
More handpicked essays just for you.
Questionnaire THE ROLE OF CELEBRITIES IN INFLUENCING CUSTOMER'S DECISION MAKING
Don’t take our word for it - see why 10 million students trust us with their essay needs.
LITERATURE REVIEW
The term ‘celebrity’ refers to an individual who is known to the public, such as actors, sport figures, entertainers and others for their achievements in their respective areas other than the product endorsed by them (Friedman and Friedman, 1979).
The use of celebrities has been widely used as it could provoke attitudinal and emotional reactions (Kanungo and Pang, 1973) than a non-celebrity endorser (Atkin & Block, 1983; Petty and Cacioppo,1983).
Celebrities are people who enjoy public recognition and who often have distinctive attributes such as attractiveness and trustworthiness (McCracken, 1989; Silvera and Austad, 2004).
In order to be effective a celebrity endorser should have the credibility to attract attention (Miciak and Shanklin, 1994) increase awareness of the endorsed product and influence the
…show more content…
Celebrities even are endorsing multi brands. It creates a great confusion in the mind of the customers regarding the purchase of the product. So there is a need to study the impact of celebrity endorsers on the purchasing behavior of customers. This study will also help to know whether celebrity endorsers are able to influence the buying behavior of the customers or not.
Due to the availability of a variety of channels, many entertainment programs and remote control devices, the reach of advertisement is very poor. To make the advertisement more attractive, advertising agencies and companies are using celebrities. This study seeks to identify the consumer side of celebrity advertisement. An attempt has been made to find out whether, the celebrities triggers the awareness of the brands, which could be starting point of buying desire, on which category of product, will be bought through the influence from them. And, which section or segment could be influenced by the celebrities on a purchase
Celebrity endorsements can make or break a product and even a company. Especially in today’s world many teens will buy a product just predominantly based on who endorses it. For example, Beyoncé promotes both Pepsi and H&M. She is a great representative for both because she is a really big celebrity and she is very well known. She also has a lot of influence. Young girls would love to dress like her and with H&M endorsing her they get that demographic. Pepsi made a good choice because she, like the previous celebrities they endorsement deals with, is a very public figure with a very big name. Many teens and young ...
As celebrities stand distinctively among the masses and cast out their halos of personality charm and strong suits of skilled abilities, the controversies about them are unavoidable shadows created from their fame. With the popularization of celebrity culture, information synchronization, and communication technology, their lives are publicly exposed and various forms of media (depending on eras) record their flaws. Tough information transmitted to audiences are frequently biased, evidences of objective reality remains, even in the remote past.
Celebrities can have significant influence on consumer choices because they’re admired by many and consumers trust their judgement. For example, Taylor Swift advertised iTunes music. This celebrity is famous for her amazing vocals and hit songs. In this advertisement, Taylor is jogging on a treadmill while listening and singing along to iTunes music. The iTunes music is so intriguing, she falls off the treadmill while singing along. Consumers might be encouraged to purchase iTunes music from this advertisement due to people thinking that if Taylor Swift enjoys this product enough to fall off the treadmill, it’s probably amazing. Taylor Swift is a celebrity after all, so maybe this product is special. Therefore, consumers are influenced by this
Endorsements are a manifestation of promoting that uses well known identities or big names who summon a high level of recognition, trust, and appreciation or mindfulness among the people. Such individuals promote for an item loaning their names or pictures to advertise an item or organization. Sponsors and customers trust such support, or underwriting by a celebrity, will impact purchasers positively. There are many risks in using celebrity endorsements but group research for Nike has proven that the rewards outweigh the risks. This type of advertising connects more with the people that the company is selling to. Ordinary people won’t have much of an impact on a product. Celebrities are famous and people admire them. These ads will work well for aspiration of a brand. Therefore the more famous the endorser, the more expensive the product will be.
Celebrities in the modern era can be defined in many different ways and definitions usually vary from person to person. So, how do we define celebrities or what are celebrities? The simple definition of a celebrity is a famous person, especially from the entertainment or sporting industries. In the past, being a celebrity was also commonly associated with someone who is talented in a specific area and had accomplished notable achievements, such as sports people, actors
Equally important JL Racing uses celebrity marketing as most recently in their cycling line Nicky Haden. Celebrity endorsement is a highly effective strategy to gain consumer interests and brand loyalty in a cluttered marketplace. Furthermore, as stated in (Hung, K. 2014) celebrity endorsement literature in three ways. First, it delineates aspiration and play as two main types of motives consumers hold toward celebrities in the entertainment process. This complements current studies that regard celebrities as opinion experts and credible spokespersons in their buying decisions. Second, It centers on the encounters between the consumer and the celebrity in various media contexts, such as movies, shows, and games. As studies on celebrity worship
Have you ever looked at pop culture icons and wondered why certain celebrities appear in ads? Especially when the person has no apparent relationship with the product being sold in the ad. It seems like there is some mysterious force that attracts companies to recruit these stars to be in their ads. What most people do not realize is that these ads try to entice younger viewers into looking at them by displaying pop figures who are popular and controversial. These companies look to get any celebrity that is popular and notorious for controversy into their advertisements just so that young people will recognize it. An ad for Tommy Jeans, with Britney Spears in it, is made solely for young people to be enticed by the popular musician, not the jeans themselves. Similar to a Candies Fragrances ad that has Dennis Rodman and Carmen Electra posing together. These ads are using popular icons and the celebrity's controversial lives to draw young audiences so that the ad will stick out in teenager's minds.
What are celebrities? Today, we live in a society that tends to drown our everyday lives in mass Medias such as tabloids, reality shows, newspapers such as the New York Times and personal-interest magazines, like People and Us, to get a glimpse of the interesting lives of everyday celebrities. Some might say that a celebrity is someone who we idolize while Daniel Boorstin, author of the book The Image: Or What Happened to the American Dream, states that a celebrity “is a person who is well-known for his well-knownness” (Epstein1). But the question still remains… what are celebrities? According to Epstein, A celebrity is something or someone who can be talented and full of achievements and yet wish to broadcast ones fame further through the careful cultivation of celebrity, while one can be the total opposite of achievements and be less talented and yet still be made seem otherwise through mechanics and dynamics of celebrity creation (Epstein2). Celebrity culture today is epidemic; some might agree that it is sweeping up America in a harmful way while one might argue that it is beneficial to our society.
Is celebrity endorsement strategy viable for Bryant Pharmaceuticals? In the case, the central issue of Bryant Pharmaceuticals is they couldn’t ascertain the advertising through celebrity endorsement is viable for them. In fact, they are in the right tract that Bryant Pharmaceuticals must to build their customer base as soon as possible because the patent of their flagship product, Seflex, is going to expire in two years. Without a strong brand image, Bryant could face a severe competition.
A systematic review and propositions for future research,” The Marketing Review, vol. When celebrities recommend a brand, it creates a positive attitude towards the product. Thus, it influences the customer’s attitude towards the brand or product [C. A. Russell and B. B. Stern, “Consumers, characters, and product: A balanced model of sitcom product placement effects,” Journal of Advertising, vol. 78, no. 1, pp. 113-117, 2010.
During my C104 class, we had to research on Macy’s case to provide marketing strategy to promote their backstages. As an active member of my team, I recommend to apply celebrity endorsement to help Macy’s backstages gain more attention and market share. My idea was greatly appraised by our professor.
We are part of a generation that is obsessed with celebrity culture. Celebrities are distinctive. Media and consumers alike invented them to be a different race of super beings: flawless, divine and above all the real moral world. In a 1995 New York Times article “In contrast, 9 out of 10 of those polled could think of something
One of the most common knowledge is that those celebrities actually come from the public so that their success and popular is conduced to the normal class. Especially in such a self-media era, the convenient and rapid dissemination of information provides the perfect bridge for the celebrity culture. And because of the popularity, people would be more tolerant with the celebrity culture. It is visible that each stage and every period of cultural development are closely related with audience, so they have a long history and a strong popular based stone.
Advertising is an information source to inform people about the products and new prices of the company which can help them to make informed choices. More recently, huge amount of money has been spent on advertising throughout the world. Different types of advertisement such as television, radio, magazine, newspaper, the internet, billboards and posters can influence consumer’s behavior positively or negatively as there are different arguments and opinions. This essay will focus on the purpose of the advertisement for the company, the positive effects and negative effects of advertisement on consumer behavior.