Effect of Celebrity Endorsements on the Purchase Intentions of Consumers of Small-to-medium Size Enterprises PDF Download
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Author: Grayson Selle
Publisher:
ISBN:
Category : Business enterprises
Languages : en
Pages : 0
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Author: Grayson Selle
Publisher:
ISBN:
Category : Business enterprises
Languages : en
Pages : 0
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Author: Kunal Gaurav
Publisher: GRIN Verlag
ISBN: 3668548072
Category : Business & Economics
Languages : en
Pages : 67
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Book Description
Project Report from the year 2017 in the subject Business economics - Offline Marketing and Online Marketing, grade: A+, , language: English, abstract: The universe of today is evolving quickly and India is no exception. Particularly after the opening up of the economy, the pace of progress that India and its people are encountering in their socio-social environment is mind boggling. Every brand attempts to steal at least fraction of a person’s time to inform him/her about the amazing and different attributes of the product at hand. The challenge of the marketer is to find a hook that will hold the subject’s attention. In helping to achieve this, use of celebrity for endorsement of a brand is widely used marketing strategy. It has been uncovered amid the examination that whooping sums being paid by the advertisers to these celebrities are some place powerful. The main objective of this study is to analyze the impact of various constructs of celebrity endorsement on the buying intention of young consumer. There is two more objective of this study such as to identify the various constructs of celebrity endorsement and to now the consumer perception towards celebrity endorsement.
Author: Mark Anthony Camilleri
Publisher: Emerald Group Publishing
ISBN: 1800712669
Category : Business & Economics
Languages : en
Pages : 206
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Book Description
Strategic Corporate Communication in the Digital Age explores how contemporary communication approaches are crossing boundaries as innovative media formats and digital transformations offer new challenges and opportunities to academia and practitioners.
Author: Avid Leonardo Sari
Publisher: European Alliance for Innovation
ISBN: 163190406X
Category : Business & Economics
Languages : en
Pages : 404
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Book Description
The International Conference on Economic, Management, Business and Accounting (ICEMBA) is a scientific forum for scholars to disseminate their research and share ideas. This conference took place at STIE Pembangunan Tanjungpinang, Indonesia, on 14 December, 2022. The ICEMBA 2022 Theme is Glocalization, Startup & Bubblenomic: Challenges, Opportunities for the Indonesian Economy. Consist of sub themes, SME Recovery, HRM, Green HRM, Green Marketing, Digital Business, E-Commerce, Brand Management, Marketing Management, Financial Management, Operational Management, Business Ethic, Management Strategy, Management of Information System, Circular Economic, Behavioral Accounting, Financial Accounting, Management Accounting, Corporate Governance, Auditing and Assurance, Financial Technology, Public Sector Accounting, SME Accounting, Tax Accounting, Disclosure, Accounting Information SLS, Green Accounting, Accountability. The ICEMBA ’s scope of the conference are ranged from but not limited to Economics, Management, Business; and Accounting. The conference invites delegates from across Indonesian and South East Asian region and beyond, and is usually attended by more than 100 participants from university academics, researchers, practitioners, teachers, students of postgraduate program and professionals across a wide range of industries.
Author: Amit Kumar
Publisher:
ISBN:
Category :
Languages : en
Pages : 0
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Book Description
The practice of celebrity endorsements has proliferated over time. Now days it has become a pervasive element of advertising industry especially in India. Celebrity endorsement business has become a multi-million industry in India. Marketers use celebrity endorsers to influence the purchase decision of consumers in order to increase their sales and extend their market shares. This made the author curious to explore the impact of celebrity endorsements on consumer buying behaviour. This paper focuses on examining the perception of Indian consumers about celebrity endorsements, examining the celebrity attributes likely to influence consumer purchase intentions and finally the impact of celebrity endorsements on their purchase intention. This project begins with the review of existing literature available on celebrity endorsements, which provides an insight into the research topic and clarifies many important aspects related to the subject. A quantitative method is used for this research project to investigate the perceptions of the consumer, attributes and its subsequent impact on purchase intention. The data is collected through a questionnaire and later analysed using the data analysis software program SPSS. It was proven in this research that consumers find celebrity endorsements more attractive and influential as compared to non-celebrity endorsements. Moreover, the tested attributes show positive relationship with purchase intention. In other terms, celebrity attributes do impact the purchase intention of consumers. Finally, the results of the study prove that celebrity endorsements positively impact the purchase intention of the consumers.
Author: Matthias Röderstein
Publisher: GRIN Verlag
ISBN: 3638448118
Category : Business & Economics
Languages : en
Pages : 27
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Book Description
Seminar paper from the year 2005 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,3, Technical University of Chemnitz, course: Seminar, language: English, abstract: Michael Jordan, Tiger Woods, Heidi Klum, Günther Jauch, Thomas Gottschalk, they have all something in common. They are famous due to their public appearance and achievements in sport, television, magazines etc. Additionally, all of them are promoting or endorsing prod-ucts. The use of famous spokesperson or celebrities in marketing communications in the United States is growing since the late 1970’s and has reached a percentage of nearly 25% at the end of the 1990’s. Statistics for the german market also suggest an increased use of fa-mous testimonials, although their percentage relative to other communication strategies is seen as lower. Some researchers contend a positive economic effect of celebrity endorse-ments despite they are very expensive. Noticing that endorsement contracts with celebrities are expensive raises several questions. What makes them so interesting for companies? Why are marketeers using celebrities instead of “normal” people? For executive directors it may be useful to know how the “right” celebrity could be selected from the big crowd of popular per-sons. Furthermore, which are the factors predicting wether a celebrity is effective or not as an endorser? From a more scientific point of view, it is interesting to shed light to the processes through which consumers perceive advertisements with celebrities. As the title of this study suggests, these questions are answered in a somehow theoretical way, but with some practical conclusions. Chapter 2 explains to which extent the celebrity may be part of the communication process and which effectiveness criteria exist. Having defined and classified the main concepts of this paper in chapter 2, which are celebrity endorsement and schemas, some models that are related to celebrity endorsements are explained. Research of celebrity endorsement has focused mainly on four different approaches. First, the characteris-tics of an endorser as a source of information, divided in attractiveness (3.1) and credibility (3.2). Additionally, Match-Up between product and endorser characteristics are examined (3.3). Finally, in a more comprehensive model, researchers investigated in transfer of mean-ings from celebrities to products and then to consumers (3.4). This study will end with some limitations and expectations to further research.
Author: Gbadamosi, Ayantunji
Publisher: IGI Global
ISBN: 1522579079
Category : Business & Economics
Languages : en
Pages : 451
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Book Description
As developing nations increase their consumption rate, their relevance in the global marketplace grows. Existing assumptions and postulations about consumer consumption in various societies are being displaced largely due to the dynamic nature of the market. However, research has not been adequately devoted to explore the developments in consumer behavior in developing nations, which has resulted in numerous unanswered questions. Exploring the Dynamics of Consumerism in Developing Nations provides vital research on consumer behavior in developing countries and changes in the socio-cultural dimensions of marketing. While highlighting topics such as celebrity influence, marketing malpractices, and the adoption of e-government, this publication is ideally designed for researchers, advanced-level students, policymakers, and managers.
Author: Jagdish Agrawal
Publisher:
ISBN:
Category :
Languages : en
Pages : 7
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Book Description
Celebrity endorsement has become a prevalent form of advertising in the United States. Despite extensive literature on the effects of celebrity endorsements on consumers' brand attitudes and purchase intentions, little is known about the economic value of these endorsements. Research on this topic has typically focused on theories explaining how celebrity endorsements influence consumers' attitudes and intentions. The authors assess the impact of celebrity endorsement contracts on the expected profitability of a firm by using event study methodology. Their approach assumes that the announcement of a celebrity endorsement contract, usually widely publicized in the business press, is used as information by market analysts to evaluate the potential profitability of endorsement expenditures, thereby affecting the firm's expected return. Announcements of 110 celebrity endorsement contracts were analyzed. Results indicate that, on average, the impact of these announcements on stock returns is positive and suggest that celebrity endorsement contracts are generally viewed as a worthwhile investment in advertising.
Author: Saloomeh Tabari
Publisher: Springer Nature
ISBN: 3031635167
Category :
Languages : en
Pages : 227
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Book Description
Author: Barbosa, Belem
Publisher: IGI Global
ISBN:
Category : Business & Economics
Languages : en
Pages : 490
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Book Description
In today's fast-paced global marketplace, businesses grapple with the relentless demand for innovation in marketing strategies. The landscape is ever-evolving, driven by digital advancements and shifting consumer behaviors, leaving companies scrambling to stay relevant. Academic scholars, educators, and managers face a formidable challenge: deciphering the complex web of trends and technologies shaping modern marketing while equipping themselves with actionable strategies to thrive in this dynamic environment. By delving into topics ranging from digital marketing and sustainability initiatives to data analytics and emerging technologies, Marketing Innovation Strategies and Consumer Behavior equips readers with the tools they need to survive and thrive in the modern marketplace. Its emphasis on real-world case studies ensures practical relevance, while its theoretical underpinnings offer a solid foundation for academic inquiry. This book is an indispensable resource for scholars seeking to deepen their understanding of marketing innovation, providing actionable insights and strategic frameworks to navigate the complexities of the digital age with confidence and agility.
