1st January, 2010
The field of the consumer behavior is the study of the individuals, groups/organization and the processes. Although, numerous factors affect the buying decision process but the use of right Celebrity has the great influence on the consumers.
Marketers pay millions to celebrities hoping that they will bring magic to their brands they endorse and make them more appealing and successful. The effectiveness of using a celebrity to endorse a firm’s product can generally be improved by matching the image of the celebrity with the personality of the product and the actual or desired concept of the target market. There is a high correlation between the appearance, knowledge, liking, credibility, and advertising believability and purchase intentions.
The theory behind the use of celebrity is that featuring stars in advertising has special cultural significance, born from the unique way they have constructed an image through various forms of media. In associating the celebrities with the product, these special meanings are passed on the products or brands. In a competitive market, a famous face can give a brand an added appeal and helps it to stand out. Celebrities have particular configurations of meanings that cannot found elsewhere.
Sports celebrities are often popular, picks to endorsers of everything from apparel to vehicles. For example Nike used basketball star Michael Jordan as spoke person since 1985 and the Air Jordan line was still selling. In December of 2000, Venus Williams signed the most lucrative endorsement deal ever for a female athlete when she agreed to a three-year deal with the Reebok international reportedly worth $40 million. Read more...
20th October, 2009
There is nothing to match the value of the celebrations and traditions of a nation. It is a time of national solidarity when the general community and families come together and forget the day to day grind and celebrates a holiday, for a particular purpose. It is a way of expressing the very heart of the nation and a time for the people to express themselves.
Besides the national festivals and celebrations, many places enjoy some whacky celebrations. Here are just 20 whacky festivals: Read more...
22nd July, 2009
The field of the consumer behavior is the study of the individuals, groups/organization and the processes. Although, numerous factors affect the buying decision process but the use of right Celebrity has the great influence on the consumers.
Marketers pay millions to celebrities hoping that they will bring magic to their brands they endorse and make them more appealing and successful. The effectiveness of using a celebrity to endorse a firm’s product can generally be improved by matching the image of the celebrity with the personality of the product and the actual or desired concept of the target market. There is a high correlation between the appearance, knowledge, liking, credibility, and advertising believability and purchase intentions.
The theory behind the use of celebrity is that featuring stars in advertising has special cultural significance, born from the unique way they have constructed an image through various forms of media. In associating the celebrities with the product, these special meanings are passed on the products or brands. In a competitive market, a famous face can give a brand an added appeal and helps it to stand out. Celebrities have particular configurations of meanings that cannot found elsewhere.
Sports celebrities are often popular, picks to endorsers of everything from apparel to vehicles. For example Nike used basketball star Michael Jordan as spoke person since 1985 and the Air Jordan line was still selling. In December of 2000, Venus Williams signed the most lucrative endorsement deal ever for a female athlete when she agreed to a three-year deal with the Reebok international reportedly worth $40 million. Read more...
