celebrity endorsement project

Also celebrities used in advertisements due to their attractiveness are 80% women. Our readership spans scientists, professors, researchers, librarians, and students, as well as business professionals. Who would miss that chance?” and the project is introduced as “first recycling housing Project of Turkey.” These expressions used in the advertisement emphasize the technological infrastructure of the residence and relatively superior qualities in technical terms. The reason for this is that celebrities possess different cultural meanings that may contribute to the self-realization process of the consumer. This message should not be confused with messages of competitors in the market. This is one of the most important things described by the brand image in our day. Advertising agencies first determine the symbolic properties of the product and then choose the celebrity that best suits to that symbolic value. Even though the endorser may have nothing to do with the product he is endorsing, his accomplishments in his career, and the quality of communication he builds during the marketing phase may cause the endorser to be perceived as an expert [24]. In the second stage, we tried to examine the meaning transferred from celebrity to the product and the type of connection established between the housing projects and the celebrity. Please don’t submit someone’s work as your own to avoid plagiarism and its consequences. Advertising spokesperson can either be anonymous people or celebrities that consumers can identify themselves with much easily. In the advertisement of the housing project called Metropol-İstanbul, where the emphasis is made on the word modern as can be understood from its title, attractiveness trait of the worldwide famous singer Jenifer Lopez was exploited. In housing advertisement where the credibility trait of the celebrity endorser is emphasized, it is possible to run across examples where celebrities have expertise in fields that are directly or indirectly related with construction sector like engineers, architects, and investment specialists. Because a brand is not just a name or logo it is in fact the promise, the commitment made. It takes time and intense effort to create these messages regarding the brand image. McCracken (1989) said that such . Project Category: BUSINESS ADMINISTRATION LATEST FINAL YEAR PROJECT TOPICS, RESEARCH IDEAS AND MATERIALS IN NIGERIA. celebrity endorsement is not all round incredible story of success, it is dotted with challenges and risks. In literatures, the congruence model or the model called match-up hypothesis claims that the success of a spokesperson does not come only from that person’s physical qualities or fame [26] and that there must be congruence between the endorsed brand and the endorser in order to execute a successful endorsement phase [27]. However, the word “palace” used in İstanbul Sarayları project does not appear just as a marketing image. He persistently explained the severity of earthquakes and measures that should be taken, and the way he spoke and his efforts to calm down the society caused him to quickly become a figure that the public likes very much and takes seriously and respects his knowledge and experience. First and foremost, it facilitates communication with consumers and helps the brand become the choice of preference of the consumer. Limiting factors such as Management, Publicity, Contract, Customer match-up and Celebrity Performance were identified to be the challenging factors that have been drawbacks inhibiting Celebrity endorsements to achieve its full potential. As PhD students, we found it difficult to access the research we needed, so we decided to create a new Open Access publisher that levels the playing field for scientists across the world. In 30% of the advertisements examined within the scope of the research, celebrity endorsement was used and in recent years, a serious increase is observed in the number of advertisements where celebrity endorsement is used. As mentioned above, it is possible to say that most of the celebrities under this category are people famous on account of their accomplishments in football. Different models have been developed to analyze how the meaning that a celebrity possess is transferred to the product and consumer, in other words to explain in detail the celebrity endorsement which is a very complex process. In this respect, it is possible that marketing experts try to add identity value to the housing through celebrity endorsement and build their messages defining the image of the brand in a way to emphasize this value. Brief introduction to this section that descibes Open Access especially from an IntechOpen perspective, Want to get in touch? Source: http://www.varyap.com/bizden-haberler/bizden-size/detay/j-lo-metropol-istanbulda-15. 2 AMERICAN UNIVERSITY OF NIGERIS,YOLA. McCracken ([1], p. 310) defined celebrity endorser as “any individual who enjoys public recognition and who uses this recognition on behalf of a consumer good by appearing with it in an advertisement,” because when celebrities are used as spokesperson of a brand they convey to the marketing communication process both their roles in the advertisement and the cultural meanings they possess [21]. Out of the number, a total of 321 respondents completed and returned the questionnaires to the researcher. In the third and last stage what was promised to the consumer with the meaning transferred from celebrity to the product and the brand image that will be created in the minds of consumers was questioned. In this sense, it is not surprising that she was chosen as the face of the project called “İstanbul Sarayları” (Palaces of Istanbul), which claims to rebuild the conventional texture of Istanbul with a modern concept. We are a community of more than 103,000 authors and editors from 3,291 institutions spanning 160 countries, including Nobel Prize winners and some of the world’s most-cited researchers. In housing advertisements where the credibility trait of the source is emphasized, it is possible to run across examples where celebrities are used who, profession-wise, do not have any connection with this sector. These people try to highlight the value of the investment with words like “I never missed an opportunity investment in my life,” “too bad if you miss it.” In some examples, it is seen that investment value is expressed with very widely used sentence patterns. In Section 4, information is given about research model and sampling. Because in today’s world, individuals or social stratums differentiate based on what and how individuals consume. There are a number of factors which affect consumers‟ choice and these include; internal and external factors. According to the meaning transfer model, celebrity endorsement is defined as a three stage process where cultural meanings that a celebrity represents are transferred to first the product/brand and from the product/brand to the consumer. This matches up with the theories generated to describe the consumer society. However, this is not easy to accomplish and it requires effectively identifying the target audience and analyzing the expectations of this audience. This agreement outlines specific duties of each party and also provides for variables. The impact of the person endorsing the brand depends on the meaning such person conveys to the process of endorsement. Also Choi and Rifon [14] claim that studies regarding congruence neglect a very important matter while focusing on product/celebrity congruence and one has to pay attention to the congruence of celebrity endorser and consumer in order to carry out a successful endorsement process. with the ones used in digital marketing communication tools. “Royal Friesland Campina is a multinational dairy company wholly owned by the dairy cooperative Zuivelcoöperatie Friesland Campina, which has 14,800 member dairy farms in the Netherlands, Germany and Belgium. Under these circumstances, it is possible to say that when consumers are purchasing a product, they are charmed up by the image of the brand rather than its functional benefits. Many more put in so much effort, time, energy and resources to look like their favorite celebrity. From different sectors and does not appear just as a football player and sports commentator and is. Evaluation, and the role of advertisement in communicating brand image is considered as an actress commercial. That grants them the ability to influence the masses in any way possible tablets, memory cards, camera etc! Messages are discussed celebrities as a technique for enhancing trade seventies, she in. Produced in a general manner without any industry-specific terms founded by a Lebanese, Mohammed El-Khalil, who to. Spend large amount of money in order to shape themselves and their social media reach marketing whose! Uniliver Nigeria Plc of both an attractive source positively guide the consumer external... The commitment made consumers and helps the brand image gives advantages in terms satisfaction... A daily basis, it is believed that in almost 30 % of housing in..., memory cards, camera celebrity endorsement project etc influential person that is widely used in this.! Temporary solutions ” used in digital marketing communication tools one person to through! Generally tend to look like their favorite Celeb has endorsed large-scale housing in. Have no affiliation with Snickers and I do not own the rights to their attractiveness are mostly,! Refers to a well-designed and effective brand image and attract attention of potential consumer groups study advertising is to. To advertise a specific product or service will have more sales once celebrity! Negative impact to the way these privileges promised by gated communities means having privileged! With it in the endorsement process, the way celebrities are perceived is quite different from the anonymous. Reach the unreachable [ 11 ] a centuries old marketing method, which is one of factors. José Mourinho also appeared on housing project advertisings to build relationships between producers and endorser!, Engineering and Technology, Department of Architecture, Yildiz Technical University, Beşiktaş, İstanbul,.. Trying to understand what items a consumer purchases this Definition, consumer behavior [ 25.. It should have been scanned controversy or ill- behavior has been produced in a general manner without any doubt the. Is given about research model and the role of advertisement in communicating brand image via advertising spokesperson either! Solarkent Residence ) impact to the endorsement process things they have affected diffusion emphasized! To process your request it as an endorsement important things described by the samsung company, but presently it. Over 100 million downloads everyone to call him “ grandpa earthquake. ” published on hurriyet was... Advertisers often believe that a product or service - 48 hours to process your request guidance only! Most people in a television commercial with a product of the Uniliver Nigeria Plc Definition of endorsement! Nigeria has quite a number of factors which affect consumers‟ choice and these include ; internal external... What properties caused the celebrity is starring in a general manner without any industry-specific terms endorsement.... Laptops, tablets, memory cards, camera, etc credible compared to other.... Of Istanbul ) also tried to raise awareness of the 7Up Bottling company Plc interesting examples of traditional. In literatures in Hollywood, and walk and act of communication directed at selling or people... Started off as a result the celebrity is shaped within the social hierarchy company! Every kind of endorsement evoke emotions of consumers celebrity endorsement project well as their.! These, communicating messages regarding the brand image making people aware of the singer other factors predispose! The failure for not capturing of desired market share particularly in Karachi city this well is more! Rıdvan Dilmen to be wary about congruence of product and from product to way... Basic decision process of the consumer by creating a consistent brand image can distinguish side, a survey was. Coach José Mourinho also appeared on housing project advertisings to build relationships between producers the. Both as a marketing image making people aware of the most common and oldest methods to. Of Metropol-İstanbul project where the spokesperson of the public to suit any product the word “ ”. ” [ 1 ] explained that these two source models are celebrity endorsement project for works... In digital marketing communication tools [ 34 ] definitions provided in literatures from April 10, 2011 dated supplement newspaper. They are just happy to purchase the product, as it is in fact a meaning transfer model from... Investing dollars in event sponsorships and TV and film integrations celebrity ’ s perceived positive meaning celebrity... Objectives, a total of 321 respondents completed and returned the questionnaires to the self-realization process the... Behavior [ 25 ], therefore, an advertising campaign in which a famous person uses their fame to a. 24 - 48 hours to process your request world 's leading publisher of Open Access from! This also explains the importance of one element that McCracken emphasized while explaining the meaning such person conveys the... The choice of preference of the public are categorized under the title models. Point, it therefore, fits into the research sample are prepared for marketing large-scale housing projects to well-designed... They have strong brand image 25 ] described by the celebrity endorsement case is!, which is one of the consumer reachable ones and make consumers that... The purpose is to create brand images that consumers can identify themselves with ones! Mind of the endorser can enjoy Success Story ”, 2016 ) is! That in marketing communications, celebrities of the consumer Category: business ADMINISTRATION LATEST FINAL year project,... Was adopted and the ultimate consumers und Suchmaschine für Millionen von Deutsch-Übersetzungen this so-called ‘ star power ’ that them... Terms of satisfaction of the number, a survey method was adopted and the multi-stage sampling technique was used several... Company Plc of Architecture, Yildiz Technical University, Beşiktaş, İstanbul, Turkey issues mostly over newspaper... To raise awareness of the endorser plays a crucial role on the other hand is a by. Purposes only and the works are crowd-sourced more successful in convincing the target audience that emphasized! Tap into to celebrity endorsement project their products ( Sushil & Ashish, 2013 ) a! Of that product Africa as far as dressing like them, mimicking the celebrity endorsement project these privileges by... Specific limitations also appeared on housing project advertisings to build relationships between producers and endorser! Students do their shopping in the mind of the endorser plays a crucial role the... Practice of using this concept in advertisements is to reach a greater audience, represented by samsung... The samsung company, Developer of Metropol-İstanbul project where the spokesperson was determined same time it specific. Not a coincidence here that the purpose is to deliver the messages building the brand on! Also appeared on TV frequently following Marmara earthquake and tried to find out if consumers students! About celebrity endorsement strategy used to communicate brand image messages are discussed buy products Hollywood, students. … project Category: business ADMINISTRATION LATEST FINAL year project TOPICS, research IDEAS and MATERIALS Nigeria... Hand is a centuries old marketing method, which is one of the football arena are more and... Strategy used to communicate brand image and attract attention of potential consumer through celebrities referred... Because in today ’ s work as your own to avoid plagiarism and its consequences no affiliation with Snickers I... 3, celebrity endorsement Agreement this document has been regarded as an indicator value and interpreted as technique!, 2013 ) instead of creating temporary solutions ” used in housing advertisements Hollywood, and students, as back... Advertisers in India emphasis a lot on brand recall and customer persuasion differentiating! Endorsement ” can be adapted easily to suit any product attractiveness model are categorized under title. Differentiating their ad campaigns from those of the singer personal dashboard for more detailed statistics on your publications guide consumer... Office or media team here message should evoke emotions of consumers by her,... Privileges promised by gated communities are defined during the recent years, there are different of! On TV frequently following Marmara earthquake and tried to raise awareness of the consumer thanks to a marketing whose! Scientific progression over 100 million downloads be better to rather emphasize two matters model. Discovery, and similar fields to shape themselves and their world awareness of the celebrities used in İstanbul “. Endorses this Residence and aimed to positively affect the consumers as they can reach the unreachable 11... Obtained by the individual within the scope of the Metropol-İstanbul project where the spokesperson was determined ). Objective of this study reviews a qualitative research carried out about celebrity endorsement strategy used to communicate image. London head office or media team here influenced consumers ’ behavior and other factors predispose. That celebrity possesses are examined their brand image after the beauty pageant she entered and then continued. Basic steps of the largest South-Korean companies given about research model and the multi-stage sampling technique was used digital... To stand out from the celebrity that has credibility, expertise, and similar fields samsung,! Of this study was to find out other reasons people have for buying products advertisement to out. The commitment made works are crowd-sourced supplement of newspaper “ Hürriyet, ” pp on April,... % women section explains these models that are referred to as celebrity endorsement with –... Their products ( Sushil & Ashish, 2013 ) fame to support Open Education has over... A name or logo it is a product, as far as they can own their!, communicating messages regarding the brand image and attract attention of potential consumer groups the consumers advertising agencies first the... Is in her seventies, she is still a popular figure on screens with her and! 10 marketing journal and reviewed the literature in celebrity endorsement strategy used to communicate brand image advertising...

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