Celebrity endorsement dissertation

The focus groups are planned to last between 30-40 minutes and will include a viewing of three sporting celebrity advertisements which will last 3-5 minutes. From the investigation shows that celebrity endorsers are perceived as more effective than non-celebrity advertisers by the respondents of the questionnaire. The focus group added that 'if people like the celebrity and want to be more like that celebrity they will be more likely to buy products they are advertising.

This investigation will conduct essential research by critically analysing the academic literature, whilst undertaking further primary research to establish a broader insight into celebrity endorsement. Miisra and beatty (1990) suggest that when a celebrity endorsers a brand, the characteristics of that celebrity may be compared with the advertised attributes of the brand by the audience for congruence or fit with their available person-schema. Also if the researcher had more time it would have been interesting to see comparisons of other celebrities against sports you are the original writer of this dissertation and no longer wish to have the dissertation published on the uk essays website then please click on the link below to request removal:Request the removal of this tation writing tation e media ity imer: this dissertation has been submitted by a student.

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This is not an example of the work written by our professional dissertation opinions, findings, conclusions or recommendations expressed in this material are those of the authors and do not necessarily reflect the views of uk ity use of celebrity endorsements is becoming increasing popular amongst organisations to aid in advertising their brand in order to gain a competitive advantage. The focus group offered that believablity was something they rated highly amongst celebrity endorsements 'it [advert 3] just isn't believable, therefore isn't good'. In order to determine the customers perception of a product/brand and how this might be affected by celebrity endorsement, a questionnaire has been developed based on existing ensure the research is conducted correctly, the questionnaire design is constructed according to finks (1995) 'questionnaire development' (cited in cholasuke et al, 2004).

Number of organisations now using celebrities in their advertising has increased, as according to stephens and rice (1998) in the usa, the use of celebrity endorsers have increased from a little over 15 percent to approximately 25 percent of all adverts between 1979 and 1997. Also as the primary research was all researcher administered, it must be taken into consideration that there is a chance of 'response bias' where the respondent answers the question in a way they think the researcher wants them to answers rather than their true beliefs, this could have affected the reliability of the research recommendations is apparent that age has an important role when examining consumers' motivation to purchase, so future research into the area of celebrity endorsement should explore in greater detail the effects age has on motivation to purchase. Therefore, a possible reason for roger federer's high product compatibility is the fact the he is a sports celebrity endorsing a sports 4.

Belch and belch (2009, pp 184) claim that 'consumers may focus their attention on the celebrity and fail to notice the brand'.. Examples of the advertisements shown can be accessed in appendix on the data collected by the questionnaires the researcher will direct a discussion where the participants focus on whether the celebrity endorser is relevant to the product/brand, the group's perception of both the celebrity and the product/brand and what experiences the group had with using this product/brand. According to the results from the focus group the use of attractive celebrities in advertisements 'matters to women more' and in relation to wayne rooney's powerade endorsement were he was labelled as 'ugly' one respondent stated that it comes down to 'what he's good at.

Erdogan et al (2001) highlights the rise of celebrity endorsement in the united kingdom with approximately one in five marketing programs featuring some type of celebrity endorsement. Participants think that it is children who want to be like their idols, and one respondent could only give examples of products they had bought because of a sport celebrity endorsement when they were a child. Family essay in french language handbook coming home essays on success essay on loving your motherland lyrics common college application essay questions 2015 test answers essay on harnessing the youth power zones transition words for essays to start paragraph critical essay literary term m essay titles : november 2, 2017@davidlong98 ​write an essay comparing the use of the supernatural in hamlet and macbeth but all the attachments are on the about my highschool life rap lyrics essay narrative structure wuthering heights essay wika natin ang daang matuwid essay halimbawa china short essay on international labour day essay in french language handbook dissertation printing london bridge hotel sat essay writing tips college confidential site an essay on man summary sparknotes summary best custom essay writing services review homepage coursework login columbia insurance best english essay writing tips : november 2, 2017[ #tistory ]essay and general literature fall apart essay okonkwo tragic hero video masters coursework scholarships australia undergraduate der : november 2, 2017i added a video to a @youtube playlist my college admissions essay: university of california (uc berkeley cal,Share this on tingauditcac- corporate affairsnational newsnigerian taxonline ity endorsement dissertation 12 reasons why business owners should outsource accountancy, tax and cac services 12 income tax in nigeria audit report 4 audit report 3 audit report 2 audit report audit report in nigeria accounting small business - corporate affairs › celebrity endorsement r 25th, 2017  | cac- corporate affairs.

It was brought up in the focus group that children where the most easily influenced by celebrity endorsements. Dismisses extant literature as belch and belch state that 'individuals are more likely to be influenced by a message coming from someone with whom they feel a sense of similarity' but the result disagree with this statement, a possible reason for this discrepancy is that individuals may aspire to be like the celebrity opposed to finding them behaviour results 4. The complexity of consumer buying behaviour is coordinated with a complexity in assessing the effect of sports celebrity advertising on such ity vs non-celebrity endorsement studies have compared the impact of celebrity advertising with non-celebrity advertising in determining their effectiveness on consumer behaviour.

Ohanian (1990, cited in belch and belch, 2009) found that the perceived expertise of celebrity endorsers was more important in explaining purchase intentions than their attractiveness or trustworthiness. To industry sources, approximately 20% of all television commercials feature a famous person, and approximately 10% of the dollars spent on television advertising are used in celebrity endorsement advertisements (sherman, 1985 cited in agrawal and kamakura, 1995). Both sets of data will be analysed and examined to provide a conclusion on the influences sports celebrity endorsement have on consumer's motivation to purchase, the research question of this investigation.

Which indicates that advertising featuring an 'attractive' celebrity has a positive impact on the brand. Be able to accomplish the purpose of this dissertation, the focus lies on consumers' perception towards the sports celebrity endorsement. A deeper insight in the complex process of celebrity endorsement is provided by the 'meaning transfer model', this will be discussed in section 1.

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