Problem Background: In today’s cut throat competition among business competitors, the knowledge about consumer behavior is the first step toward an effective and successful competitive strategy. The study of consumer behavior is necessary for companies to get the knowledge about their target market. It helps them to gather knowledge about the consumer that how they behave, what process they follow to make a decision and what influences them in making a decision. In today’s era, consumers are bombarded with colorful and glamorous advertisements. Marketers use various means for creating convincing advertising campaigns, and celebrity endorsement is one of the important medium used by companies for this purpose. Celebrity endorsement can play …show more content…
Even the glamour of the celebrity can get unnoticed. The use of celebrity endorsement cannot guarantee fool-proof success for the company. With the use of celebrity endorsement, there exists risk of over- shadowing i.e., the risk of consumer focusing on the celebrity and not on the brand endorsed. So celebrity endorsement occurs when a popular person uses his fame and reputation to help sell a product or service. Celebrity endorsement can help building brand equity, brand differentiation, increases consumer’s remembrance and recall of the ad and brand, which can in translate into a consumer search and purchase for the specific brand which can result in additional sales. Celebrity endorsement can also attract new customers and increase market share. In Pakistan, people are more attracted toward celebrities. They follow their favorite celebrity’s moves and this is now more easy because of different mediums available like TV, social media etc. Like any other consumer from any part of the world, the Pakistani consumer is also smart, judicious, demanding, and highly influenced by glamour and glitz. Generally, in the global advertising world, two strategies work the best; an emotive and heart-warming campaign that pulls the strings of your heart and other one is glamorous creative work that uplifts the brand image.This aspect of consumer …show more content…
Does it really contribute to building brand image or has an influence on shaping consumer buying behavior? According to Katyal 2007, marketers spend enormous amounts of money annually on celebrity endorsement contracts based on the belief that celebrities are effective spokespeople for their products or brands and celebrity endorsement is viewed as a billion dollar industry in today’s era. (Kambitsis et al, 2002). According to Loudon and Bitta, 1988, consumer behavior may be defined as the decision making process and physical activity that individual is engaged in when evaluating acquiring, using disposing of goods and services. According to a research by Luk E 2013, the adolescent girls value highly the entertainment skills of media celebrities. The celebrities are able to transfer their entertainment value to the brand they are endorsing. According to research by Wilson et al. 2013, celebrity endorsements are being considered as an important promotional variable after
Celebrity endorsements can make or break a product and even a company. Especially in today’s world many teens will buy a product just predominantly based on who endorses it. For example, Beyoncé promotes both Pepsi and H&M. She is a great representative for both because she is a really big celebrity and she is very well known. She also has a lot of influence. Young girls would love to dress like her and with H&M endorsing her they get that demographic. Pepsi made a good choice because she, like the previous celebrities they endorsement deals with, is a very public figure with a very big name. Many teens and young ...
Celebrities are a common ethical appeal in commercials and specifically Pepsi commercials. The use of celebrities in commercials to advertise a product can be very effective to the audience the rhetor is trying to convince. When celebrities are shown advertising a product, it gives that product more credibility. The more celebrities seen using a product, its more likely that we will use those products because our society looks up to celebrities. Pepsi has used this appeal in many of their ads through out the years, and it has been effective. The celebrities depicted were common house hold names at this time. The star of the commercial, P Diddy, was recently named one of Time’s top 100 most influential people of 2005. P Diddy was a widely known hip hop artist by adults and young teens. Another celebrity depicted, Eva Longoria, was starring in the hit show ‘Desperate House Wives” the show was premiered in 2004 and continued until 2012. The show was very popular among adults, old and young. Wilmer Valderrama who was also featured in this commercial was apart of the hit series that 70’s show. That 70’s show was a comedy sitcom that ran for eight seasons until 2006. Carson Daley was also shown in this commercial. Carson Daly is a well known television and radio host. He was most known for hosting the NBC New Years Eve special. The last celebrity depicted in this advertisement was famous rapper and television host, Xzibit. In 2005, Xzibit was most famous for hosting this hit MTV show ‘Pimp My Ride.’ This show premiered on MTV and was a popular among young teens and adults. Showing many celebrities to advertise a product is very effective because the variety of celebrities can appeal to many different age groups. This is why this commercial works so well because the audience has a good chance at seeing a celebrity they know or look up to. This allows the audience to relate a certain celebrity to a
The author establishes a disgruntled tone for advertisers who use celebrities in their ads. The authors argument is invalid because the consumer should be intelligent enough to do the research on the product and are not forced to purchase that product, it all comes down to free will.
The business of sports marketing has become both lucrative and influential in shaping sport in general and the individual athletes. The desire for endorsement offers and profitable media coverage has become a crucial facet of modern sport. With a selection of athletes making millions of dollars a year, outside of their sporting arena, it is obvious to see the impact of marketing and advertising on sport. In this essay I will examine the ways in which marketing effects the athletes and sport in general. Also, I will identify the characteristics of a marketable sporting "celebrity" and further look into African American athletes specifically and the way the African American community is marketed.
Consumer behavior is the ways that consumers exhibit in searching for, purchasing, using, evaluating, and disposing of, products and services. The study of consumer behavior as a separate marketing discipline all started when marketers realized that consumers did not always react as marketing theory suggested they would (Ekström, 2003). Many consumers rebel at using the identical products that everyone else used, instead they prefer differentiated products that they feel reflect their own special needs, personality and lifestyles.
Another key point, is how a pop star is perceived through the media and the public’s
When you hear the word “celebrity”, the first thing you may think of is your favorite movie or tv show star. According to Daniel Boorstin in the article “Celebrity Culture is Beneficial”, “The celebrity is a person who is known for his well-knownness.” Celebrity can also be argued as the great new art form of the 21st century. Celebrity culture is beneficial to society, because many celebrities, spend time helping causes, and supporting their hometown. First off, many celebrities often dedicate their time supporting important causes.
As Source Credibility and Attractiveness Model have been criticised by McCracken (1989), as they do not explain in detail how celebrities and specific product ‘match-up. Therefore, McCracken (1989) proposed the Meaning Transfer Model. The model stated celebrities transfer the message in a more meaningful way than non-celebrities by combining their own individual cultural meaning to the advertisement. This is shown to be more persuasive than non-celebrities as they simply transfer the message without meaning. Nevertheless, all models conclude that celebrities are seen as persuasive communicators, despite some
Hence, celebrity endorsers are considered to be experts in their respective fields (Biswas et al, 2006). Khong Kok & You (2013) found that the expertise of an endorser relays to the validity of claims regarding the product or service, and thus it is considered to be a key factor in elevating the persuasiveness of advertising messages. The expertise of a celebrity offers consumers with more concrete information on the product or service advertised, which will lead to a positive attitude towards the brand (Khong Kok & You, 2013). Furthermore, research on source expertise has suggested that the perceived expertise of a celebrity, for instance, can lead to a positive attitudinal change (Erdogan, 1999). Consequently, consumers’ behavioural and purchase intentions can be developed in a more favourable way towards the product, service and
We are part of a generation that is obsessed with celebrity culture. Celebrities are distinctive. Media and consumers alike invented them to be a different race of super beings: flawless, divine and above all the real moral world. In a 1995 New York Times article “In contrast, 9 out of 10 of those polled could think of something
According to Epstein, a celebrity is something or someone who can be talented and full of achievements and yet wish to broadcast ones fame further through the careful cultivation of celebrity, while one can be the total opposite of achievements and be less talented and yet still be made seem otherwise through the mechanics and dynamics of celebrity creation (Epstein2). Celebrity culture today is epidemic; some might agree that it is sweeping up America in a harmful way, while one might argue that it is beneficial to our society. Over the last few decades, celebrity and fame has changed dramatically, from Alexander the Great to Kim Kardashian. Talent and achievements no longer play a huge role when it comes to celebrities. “Much modern celebrity seems the result of careful promotion or great good looks or something besides talent and achievement” (Epstein2) with that being said celebrity-creation has blossomed into an industry of its own.... ...
Napoleon Hill once said, “Think twice before you speak, because your words and influence will plant the seed of either success or failure in the mind of another.” This quote should be frequently used in society’s everyday lives. Celebrities influence people’s lives on a day-to-day basis and they do not even realize it. People use reality T.V. and commercials to figure out what they are supposed to wear or how they are supposed to live, but what they do not realize, is that the majority of media is fake. As a whole, we need to figure out how to tell if what the media is portraying is realistic. Adults and children cannot be comparing their lives to millionaires.
The research on consumer behavior assists the organization recognize and forecast the purchase behavior of the consumers while they are purchasing a product. Thus, the study of consumer behavior helps the marketers not only to understand what consumer's purchase, but helps to understand why they purchase it (Kumar, 2004). There are a lot of elements which can influence the purchase decision of consumers such as social influences, cultural influences, psychological factors and personal factors (Super Professeur, 2011). Understanding these factors helps the company to market the product on right time to the right consumers in order to generate more profits. On the other hand, if the marketers fail to understand these components that might influence consumers, they will fail to convince the consumers to purchase that product or will fail to meet the demands of consumers. However, consumer behavior is one of the stimulating and challenging areas in marketing studies being a human activity focused on the products and services. Thus understanding the behavior of the consumers is a great challenge. Moreover, it is not easy to get a full picture of consumer behavior as customers make plenty of different buying decision every day and they usually do not know exactly what influences their purchase. In short, basing on all
Nevertheless, one of the most important constants among all of us, regardless of our differences, is that, above all, we are buyers. We use or consume on a regular basis food, clothing, shelter, transportation, education, equipment, vacations, necessities, luxuries, services, and even ideas. As consumers, we play an essential role in the health of the economy; local, national and international. The purchase decision we make affect the requirement for basic raw materials, for transportation, for production, for banking; they affect the employment of employees and the growth of resources, the successfulness of some industries and the failure of others. In order to be successful in any business and specifically in today’s dynamic and rapidly evolving marketplace, marketers need to know everything they can about consumers; what they are want, what they are think, how they are work, how they are spend their leisure time. They have to find out the personal and group influences that affect consumer decisions and how these decisions are made. In these days of ever-widening media choices, they need to not only identify their target audiences, but they have to know where and how to reach
To achieve and maintain success in such a complex system as market it is essential to every marketing person to understand clearly consumer behavior. Understanding consumer behavior is not that easy as it may seem from the first glance. The reason is that there are plenty of various factors that may influence it in one certain way or the other. When considering each of the factors it is also important not to forget that they ought to be analyzed as different parts of one whole picture, that is, in correlation with each other.