New Strands Of Goods And Services From Brand Name Companies

This bond that is created between the viewer and a celebrity helps understand the effectiveness that endorsements have where marketers have failed. The celebrity builds character in the eyes of the public and that character carries on into the product he is endorsing, and even though a part of the persuasion has to exist in the product itself, but a celebrity uses his status and the character he has built to gain credibility and likeability among the target audience. This character the celebrity transfers to the product is known as the “meaning “(2). The transfer of the meaning to the product goes through three stages. The first stage is in finding the celebrity with the desired meaning that they want to carry to the product this requires casting from the wide world of celebrity endorsers. The second stage is choosing which celebrity embodies the meaning the marketing campaign requires for the product, this stage is subject to expense restraints and availability. After deciding on an endorser stage three is the most complicated stage as in this step the endorser has to be able to transfer that meaning into the product, they have to make this meaning “available to the consumer in a material form”(2), this stage allows the consumer to accept the meaning they are given and accept the product and you use is a tool to build their own character. These three steps not only

The literature on Akhtar et al. (2016) has highlighted celebrities have the greater effect on customer purchase intention through celebrity endorsement and sponsorship. More specifically, companies chose celebrity endorsement and celebrity sponsorship as their marketing strategy also shown an increase in sales reports on both products and services (Akhtar et al., 2016).The literature on Akhtar et al. (2016) has highlighted celebrities have the greater effect on customer purchase intention through celebrity endorsement and sponsorship. More specifically, companies chose celebrity endorsement and celebrity sponsorship as their marketing strategy also shown an increase in sales reports on both products and services (Akhtar et al., 2016).The literature

Celebrity Endorsement is a form of brand or advertising that involves a well-known individual using their fame to help promote a product or service. The most common business users of products are manufactures of perfumes, and clothing. Some Techniques that are used are for example, television ads and launch event appearances.

As we can see from the past and current situation, the marketplace is always changing and not just about purchasing and buying between consumers and sellers. More and more firms begin to concentrate on creating a positive image for a product. A firm can choose several positioning strategies, including strengthening the current position, repositioning or try to reposition the competition. (Hartline,2005) Brand repositioning is one of the most effective ways for a firm to solve tough situation. A firm should reposition its brand under the following four circumstances: when the first position is wrong, when there is strong competition in the marketplace, when the target consumer is to be changed, and to rebuild a brand’s personality.

Over these 68 years of independence, Indian economy has witnessed a drastic change in the pattern of consumption due to increase in level of income and purchasing power. Post 1991 economic policy reforms, there has been high degree of competition and mass production. There is immense positive change in demand for high end technologically advanced branded goods, stimulated by increased awareness and changing taste and preference spurred by demonstration effect. This would mainly be due to narrow difference in prices of non branded and branded goods. Attractive services and accountability provided by various brands also contribute to this increase in demand for branded goods. Post liberalisation, Indian markets were flooded by foreign goods and there was wide range of choice. Earlier, Indian consumer durable market was dominated by few domestic producers like Godrej, Voltas, Kelvinator etc. The main categories of consumer durables are colour TVs, refrigerators, air conditioners and washing machines. Double income families, rising income level, increasing awareness among consumers are driving growth of this industry and easy financing avenues fueling the market.

The author establishes a critical tone for consumers. The author believes that it is unethical to use celebrities to promote products of companies, however, it is fair and justified in free marketing, and it is the consumer’s choice to buy something or not, it is not the company’s

When a famous person uses their self to help sell a product or service, they are creating a way or you to look past what the item cost. One of the best reasons for using a celebrity as a product endorsement is that it can trigger lots of sales right away. For example a woman will want to purchase new makeup because they believe that wearing them will help with their

The history of celebrity endorsements goes back to 1970's when Josiah Wedgwood, co-founder of Wedgewood brand of chinaware, used big celebrities to endorse his products. Since then celebrity endorsements is one of the most important tools used for advertising and improving sales. It is a type of brand or advertising campaign where celebrities act as brand representative. Either this can be in a form of a commercial for product/service or celebrities own line of products. For example, celebrities like Kim Kardashian , Mary-Kate and Ashley Oslen have their own empire of retail items being sold all over the

Celebrities can have a significant influence on their consumers’ choices because they are influential. For example, Lebron James, a famous basketball player, has been advertising for the Sprite company. This shows that company believes the stars, such as Lebron James can help advertise and promote their company because consumers will believe that Sprite helped Lebron James become a skillful basketball player. As a result, this will influence consumers to buy and drink Sprite.

misleading or insulting the intelligence of the customer. A celebrity can attract attention to a new or failing product and boost consumer ratings. While a celebrity usually does influence people to buy certain products, this does not mean that they are manipulating a person to buy it. Usually the makers of the product ensure that it looks appealing to the customers eye while the celebrity just advertises it and brings it positive attention.

For many years now, every major company utilizes the likeness of professional athletes and Hollywood stars to push their products on consumers. One of these companies that are relatively young is Under Armour. “In 1996, Kevin Plank, a 23-year-old former University of Maryland special teams captain, turned an idea born on the football field into a new industry that changed the way athletes dress forever” (1996-1998, n.d., p.1). This young company, Under Armour, is currently utilizing the likeness of such stars as Stephen Curry, The Rock, and Jordan Spieth to market their product to new customers. Are there other more effective methods that companies such as Under Armour can utilize to pull customers away from the likes of Nike or Adidas? Are these mega-sponsorship deals worth the cost for these companies?

Celebrities can have a significant influence on consumer choices since they’re recognizable and admired by targeting audiences. As this would give the celebrities a higher chance of influencing the consumer. For example, Justin Timberlake, a famous vocalist, has been a spokesperson who advertised for Pepsi. In addition, this example demonstrated business believe that Justin Timberlake will be a perfect person to represent Pepsi at the time. The reasons are he’s a famous singer, he’s handsome, and his fans will excitedly buy the product.

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. Research has shown that celebrity endorsement can have an impact on the consumer’s attention, recall, evaluations and purchase intentions (Atkin and Block, 1993), Celebrity endorsement is a widely used tactic in marketing and much research

This literature review aims to provide a comprehensive account of the different theories which will provide frameworks for answering market research questions relating to “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 of consumer buying behavior theory in relation with the marketing principles. In particular, the literature is also reviewed which genuinely examines the influence and impact of celebrities in advertising and endorsing various consumer products.

01)Take a position on one of the following statements: a) "All brands have a limited life as indicated by the product life cycle and will slip or disappear." b) "There is no reason why a successful brand can't live forever." Provide examples to support your position. (1 page)