Brains? New Zealand Advertising Practitioners’ Views on Celebrity and Athlete Endorsers Jan Charbonneau and Ron Garland “They add a whole heap of value to the communication … the bigger the personality the better.” (New Zealand advertising practitioner) The established practice of using celebrities and professional athletes as endorsers shows no sign of abating. While a substantial body of literature exists researching effective celebrity and athlete endorser characteristics‚ little research has
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No. 1(9) IMPACT OF CONGRUENCE BETWEEN SPORTS CELEBRITY AND BRAND PERSONALITY ON PURCHASE INTENTION: THE CASE OF MINERAL WATER CATEGORY IN LITHUANIA Eleonora Šeimienė* Vilnius University Tamara Jankovič Vilnius University Abstract: Present research argues that it is important to understand relation between celebrity‚ brand personality and the consumer‚ however‚ there are only few studies covering this topic. Moreover‚ most of the studies on celebrity endorsement are conducted in developed countries
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Impact of Celebrity Endorsement on Consumer Buying Behavior A Research Report submitted By Syed Haris Ali Shah (3993) To Mr. Shahnawz Adil Department of Business Administration In partial fulfillment of The requirement for the Course of CONSUMER BEHAVIOR This Research Report has been Accepted by the faculty of FACULTY OF BUSINESS ADMINISTRATION _________________________________ Shahnawaz Adil __________________________________ Table of Contents CHAPTER NO: 1 INTRODUCTION………………………………
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CELEBRITY ENDORSEMENTS Jake Barnett‚ Alyssa Carchietta‚ Bobby Turner‚ Lauren Yoia‚ Nancy Zacharacis Table of Contents 2 Pages Introduction section ……………………………………………………………………. 3 Literature review …………………………………………………………………… 4-11 Research question/hypotheses…………………………………………………..… 11-13 Method ……………………………………………………………………………. 13-14 Analysis ……………………………………………………………………….….. 14-15 Discussion ………………………………………………………………………… 15-16 Limitations …………………………………………………………………………… 17 References
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Marketing‚ she states that “Whenever I see a celebrity in an ad‚ all I focus on is the celebrity‚ not the product being advertised or even the ad message”. So if this is true about most consumers‚ is it true that companies are using celebrities to sell their products but‚ in today’s society‚ the transfer of advertisement through celebrities is overpowering the actual item being sold. An unknown author stated that “I will admit that when a celebrity gets a perfume named after her‚ I become curious
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11 Data Analysis 11 Methodology 11 Tools 11 Data Evaluation 12 Data Analysis 12 Factor Analysis 12 Regression Analysis 12 RESULTS 12 Focus Group Discussion 12 Reliability Of The Questionnaire 13 Popularity of dead celebrities 14 PRODUCTS THAT CAN BE ENDORSSED: 14 Factor Analysis 15 Total Variance Explained 16 Rotated Component Matrix 17 Regression Analysis 18 Dependent Variable 19 Independent Variables 19 Colinearity Statistics 19 Table 4:
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Impact of Celebrity Endorsements on Brand Image Debiprasad Mukherjee* August 2009 * Debiprasad Mukherjee is a Business Process Management Consultant in IT Telecom domain. He has experience of working with Siemens‚ IBM‚ and Tech Mahindra in India and abroad. He holds Post graduation in Management from Indian Institute of Social Welfare & Business Management‚ India and Bachelor in Technology in Electrical Engineering. His areas of interest are Brand Management‚ Consumer Behavior‚ Advertisement‚ Customer
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Research Paper A study on the influence of using celebrity endorsements on consumer buying behaviour in Tamil Nadu‚ India Annadurai Pughazhendi and Deenadhayal Sudharani Ravindran 1PSG Institute of Management (PSG College of Technology) Coimbatore‚ India 2PSG Institute of Management (PSG College of Technology) Coimbatore‚ India Accepted 16 April‚ 2012 The purpose of this paper is to investigate the factor that influence of using celebrity endorsements on consumer buying behaviour and product
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IRJC Asia Pacific Journal of Marketing & Management Review Vol.1 No. 2‚ October 2012‚ ISSN 2319-2836 IMPACT OF CELEBRITY ENDORSED ADVERTISEMENTS ON CONSUMERS DR. BIMAL ANJUM*; SUKHWINDER KAUR DHANDA**; SUMEET NAGRA*** *HOD and Professor‚ Management Studies Department‚ RIMT-IET‚ Mandi Gobindgarh‚ Punjab‚ India. **Assistant Professor‚ Department of Management Studies‚ Baba Banda Singh Bahadur Engineering College‚ Fatehgarh Sahib‚ Punjab‚ India. ***Assistant Professor‚ Department of
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AN ASSESSMENT OF THE EFFECTS OF CELEBRITY ADVERTISING ON ORGANISATIONAL PERFORMANCE: A CASE STUDY OF THE BANKING INDUSTRY BY HILDA SAWE B.COM/GC/506/11/12 APRIL 2013 AN ASSESSMENT OF THE EFFECTS OF CELEBRITY ADVERTISING ON ORGANISATIONAL PERFORMANCE: A CASE STUDY OF THE BANKING INDUSTRY BY HILDA SAWE B.COM/GC/506/11/12 Submitted in partial fulfillment of the requirements for the degree in Business Management Department of Accounts and Marketing AMECEA Gaba Campus Faculty of
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