StudentShare solutions
Triangle menu

Celebrity Endorsement - Essay Example

Not dowloaded yet

Extract of sample
Celebrity Endorsement

Indeed, trademark or brand name is a term that is used to define entities with unique credibility and attraction levels. They are used to drive marketing activities in various jurisdictions due to their influential nature. Companies prefer using strong brands names to endorse their product to improve sales units. The institutions use the trademarks due to the financial implications that arise from such endorsements. In particular, strong trade marks results to high sales that in turn lead to improved financial performance. . Evaluation The journal is selected based on the insightful information that it holds that create awareness on the financial implications that the use of strong trademarks or strong celebrity endorsement earns various corporations. The article evaluates the significance of using strong brand trademarks in executing marketing or product promotion activities. It details the impact of strong trademark or celebrity endorsement that is becoming popular in most settings. The practice is gaining momentum since strong brand identities hold great influence and attraction that compels individuals to associating with their ideals or choices. High profile brands or trademarks are used due to their financial implications. ...
Managers assert that use of high profile trademarks in the advertisement packets is conventional and beneficial.Author Biography Lan Luo, Jeanie Han, C. Whan Park. (2008). Dilution and Enhancement of Celebrity Brands through Sequential Movie Releases. Journal of Marketing Research, 47, 6, 1114-1128. Summary The article discusses celebrity branding that has provides information leading to erosion or development of the influential nature of celebrities. Celebrities are influential individuals who can shape a product’s perception and individual’s prospects. Their influential nature can transform the perception of various individuals. However, celebrities can dilute their status and influence negatively if they engage in incredible practices. The dilution of character and credibility through the adoption of unconventional activities may render them in any promotional activity. However, they can use their skills to build a strong brand identity and boost promotional activities. They can achieve this through appearance and development of a sequence of movies or promotional activities. Evaluation The article is selected based on the need for stakeholders in the marketing industry to understand the influence of dilution and celebrity brand enhancement on product performance. The information is significant because it ensures that corporations appoint credible celebrities to drive their promotional activities. Dilution and enhancement of celebrity endorsement hold far-reaching effects on product promotion. The variations lead to low product sales or high sales volume depending on the celebrity status. It is recognizable the celebrity endorsement hold immense relations with product brand ...Show more

Summary

Celebrity Endorsement Name Institution Annotated Bibliography: Celebrity Endorsement Krasnikov, A., Mishra, S. & Orozco, D. (2009). Evaluating the Financial Impact of Branding Using Trademarks: A Framework and Empirical Evidence. Journal of Marketing, 73, 6, 154-166…
Author : geopurdy
Celebrity Endorsement essay example
Read Text Preview
Save Your Time for More Important Things
Let us write or edit the essay on your topic
"Celebrity Endorsement"
with a personal 20% discount.
Grab the best paper

Related Essays

Do celebrity endorsement change the consumer buying behaviour on clothes
The famed and popular image of the celebrity in conjunction with accurate product-image association multiplies the interest of consumers and results in improved level of brand recognition.
1 pages (250 words) Essay
AN ENQUiry into The Efficiency of Celebrity Endorsement As A Marketing Communication Strategy In Modern Day Society
However, decisions regarding the appropriate method to be chosen i.e. qualitative or quantitative is a somewhat difficult task. Methodology is a simple method which uses various procedures to highlight the key aspects of the study and help in making it more legible, by lending more credibility to it.
8 pages (2000 words) Essay
CELEBRITY ENDORSEMENT (MARKETING)
First in this chapter, a study relating to the background of celebrity endorsement has been explained for getting the clear idea about
48 pages (12000 words) Essay
Celebrity endorsement in the women's fragrance market and its effect on the UK consumer behaviour
The working title of this project is: Celebrity endorsement in the women’s fragrance market and its impact upon consumer behaviour. The research hypothesis proposed in this
14 pages (3500 words) Essay
Celebrity endorsement in the womens fragrance market and its impact upon consumer behaviour
This study targets the fragrance market, which shows large levels of celebrity endorsement, especially since several celebrities have also developed their own perfumes. It presents an analysis of
36 pages (9000 words) Essay
To be discussed with writter
In most of the researches, it has been identified that matching up of celebrity and personality of brand further increases the effectiveness of message. On the other hand, the drawbacks of celebrity endorsement in politics
20 pages (5000 words) Essay
Communication Paper
The values and ideas of a culture are reflected by celebrities who are cultural symbols. When Nike held on to the famous Chinese 110-m hurdler, Liu Xiang, and
1 pages (250 words) Essay
What is the role of celebrity endorsement in marketing communication
Celebrity endorsement is seen to influence consumers buying behaviour, especially of youngsters. This paper endeavours at understanding the impact of celebrity endorsement upon marketing communication. It also
7 pages (1750 words) Essay
What is the role of celebrity endorsement in media communication
The recommendation section tackles how to avoid the celebrity endorsements leading to negative consequences in the media communication. Celebrities have been on the television, bill boards, internet and even social media majorly in
8 pages (2000 words) Essay
Celebrities Endorsement
The rise of consumerism can greatly be dependent on the endorsement of celebrities through numerous advertisement techniques. In so doing, celebrities create ideological frameworks in the society and influence to conform to set ideologies. Thus, they act as socialization agents through which people identify themselves with.
2 pages (500 words) Essay
Get a custom paper written
by a pro under your requirements!
Win a special DISCOUNT!
Put in your e-mail and click the button with your lucky finger
Your email
YOUR PRIZE:
Apply my DISCOUNT
Comments (0)
Rate this paper:
Thank you! Your comment has been sent and will be posted after moderation