Impact Of Celebrity Endorsements On Brand Image

Impact of Celebrity Endorsements on Brand Image
Impact of Celebrity Endorsements on Brand Image
Introduction
Celebrities are people who enjoy public recognition by a large share of a certain group of people.
Whereas attributes like attractiveness, extraordinary lifestyle or special skills are just examples and specific common characteristics that are
observed and celebrities generally differ from the social norm and enjoy a high degree of public awareness. The term Celebrity refers to an individual
who is known to the public actors e.g.(Nana Ama Mac Brown sports figure e.g. Michael Essien, entertainer e.g. Sarkodie e.g.) for his or her
achievements in areas other than that of the product class endorsed (Friedman and Friedman,1979).or having wider influence in public life and ... Show
more content on Helpwriting.net ...
To promote his fashion clothing house La Maison Worth, he sought a high society lady and an influencer of the court fashions, Princess Von
Metternich, wife of the then Austria's ambassador to France and close friend of Napoleon's wife Empress Eugenie. This celebrity's patronage and
connection with La Maison Worth, contributed immensely to the success and status of this couture house, as the most influential in the world at its time.
Since then, there has been an intricate relationship to people 's identity in such a way in that celebrities are often viewed as a useful endorsement in
transferring and communicating the meanings and symbols of a brand image to the general public.
Nowadays Companies invest large sums of money to align their brands and themselves with endorsers. Such endorsers are seen as dynamic with both
attractive and likeable qualities (Atkin and Block, 1983), and company's plan that these qualities are transferred to products via marcom activities
(Langmeyer & Walker, 1991a, McCracken, 1989). Furthermore, because of their fame, celebrities serve not only to create and maintain attention but
also to achieve high recall rates for marcom messages in today 's highly cluttered environments (Croft et al, 1996, Friedman and Friedman, 1979). Some
brands can reject celebrity endorsement outright and emerge in a better off position than their rivals.
The celebrity's role is the most explicit and profound in incarnating user associations
... Get more on HelpWriting.net ...

Hillary Clinton Black Endorsements
In order to gain more votes from Black–Americans, Clinton's campaign has targeted and accepted high–profiling Black endorsements. Endorsements
play a vital role in electoral campaigns. The importance of endorsements is shown through its financial support (such as campaign donations) and
ability to influence its customers or enthusiast to vote in its likeliness. For instance, an endorsement that supports a specific presidential campaign has
the ability influence its customers or fans to vote similarly. Some of Clinton's most notable Black endorsements come from other Black political
figures. In fact, in the NBC News article, Key Bloc of Black Mayors to Back Hillary Clinton, Perry Bacon Jr. writes, "Hillary Clinton announce[d]
Tuesday that 50... Show more content on Helpwriting.net ...
Instead of Clinton only appealing her politics for the race to the Black–Americans, she has begun to use her second strategy. Clinton's second tactic
allows her to attract the votes of conservative and moderate White–Americans. Additionally, since a large amount of support for Hillary Clinton's
campaign is solidified by Black–Americans, Hillary will continue to increases her winning percentage for presidency by obtaining White votes. In
another excerpt from the column, Key Bloc of Black Mayors to Back Hillary Clinton, Perry Bacon Jr. illustrates the overwhelming Black support of
Hillary Clinton. He states: "Clinton's strong support among African–Americans, favor the former secretary of state over Vermont Sen. Bernie Sanders
by over 50 points in many polls" (NBC News). As a result of this, Clinton has realized that she earned the admiration, support, and trust of
Blacks–Americans to an extent of not being fearful of losing their votes. Although her racial moderate remarks will naturally cause her to lose a small
fraction of Black voters, it is crucial to understand that many other Blacks will remain loyal and continue to support her. Additionally, this is because
the Clinton campaign has done an excellent job in appealing to the socioeconomic empathy of African–Americans. Evidence of the Clinton campaign
becoming more

Celebrity Endorsement: Creating Cognitive Dissonance Among...
CELEBRITY ENDORSEMENT: CREATING COGNITIVE DISSONANCE AMONG CONSUMERS
ABSTRACT
This paper analyses the various effects of celebrity endorsements on consumer buying behavior through a descriptive study. With a sample size of
100, top of mind awareness of various brand endorsed by a celebrity was explored. It also analyses cognitive dissonance among consumers, various
factors which influence consumer buying behavior and whether any downfall in the celebrity's image also affects or brings down the brand's image. The
participants in the survey were indifferent to the negative controversies regarding their favourite celebrities. The experimental study revealed that
product features have more impact on the consumer buying but still most ... Show more content on Helpwriting.net ...
Dissonance produces a psychological discomfort. This condition led people to change their thoughts, feelings or actions in order to reach a state of
consonance or harmony. Dissonance could arise from logical inconsistency, from cultural mores, because of past experiences and because of one
specific opinion, sometimes included by definition, in a more general opinion. Another facet of the theory is that a person, after a purchase decision,
seems to be under pressure by the fact of his or her choice and looks for more information concerning the reserved option. When a consumer has made
a commitment to buy a product, particularly an expensive one, Inconstancy or dissonance exists between the facts that the two brands are equally
attractive and that on brand chosen, the buyer lose out on the good qualities of the one not chosen.
LITERATURE REVIEW
RESEARCH OBJECTIVE
The objective of the research study was to get a sense of whether celebrity endorsement is creating a dissonance among consumers with celebrities
endorsing multiple products. The Indian television advertising is crowded with almost all the brands having one or the other celebrities endorsing for
them. At present in India, the Indian cricket captain Mahindra singh Dhoni is endorsing 25 brands, while Shahrukh Khan 16 and Sachin Tendulkar
endorsing 15 brands (India Today Sept 2010). Consumer associates a

What Makes Celebrity Endorsement?
1. Introduction
1.1Background
Endorsements have become universal and especially if we discuss about celebrity endorsement. Marketers often scrap over celebrities for a chance to
use their name. This need for standout actually means that advertisers and marketers are finding new approaches and findings to maximize the appeal
of celebrities. Some does work, some fail, some are unproven. Regardless of whatever approach, the endorsement has to be credible and authentic. And
in an era when brands& products are rapidly increasingly defined by a series of experiences over& over by time, what actually consumer buying with a
celebrity endorsement specifically sports celebrity endorsement? Is it the lifestyle, a product or just the usual individual celebrity?
Celebrity endorsements can be more quickly clarified as any individual person with open distinguishment who utilizes his/her distinguishment for any
brand by showing up in a commercial for it (McCracken, 1989). Television ads have a solid effect on the viewers as contrasted with print promotions.
Multinationals expose TV a more authentic source to draw in the psyche and hearts of youth. These Audiovisual ads are extremely appealing as well
as have a gigantic effect on their every day schedules. Researches have demonstrated that a large portion of the youngsters use a high rate of their time
sitting in front of the TV particularly in watching sports channels. Sports celebrities and superstars have created exceptionally

Impact of Celebrity Endorsement with Non-Celebrity...
| |
|SUMMER PROJECT |
|5th semester |
|ANALYZE THE IMPACT OF CELEBRITY ENDORSEMENT WITH NON
–CELEBRITY ENDORSEMENT |
|ANALYSE THE IMPACT OF USING A CELEBRITY TO ENDORSE A PRODUCT VIZ A COMMON PERSON ENDORSING THE SAME
PRODUCT. CHOOSE BRANDS FROM THE|
|SAME CATEGORY AND CONDUCT A COMPARATIVE ANALYSIS
... Show more content on Helpwriting.net ...
Before we go into analyzing success and failure stories of brands, we examine the title once again and try looking at it extremely minutely.
A product endorsement is a form of testimonial from someone which indicates that they like or approve the product. Commonly, product endorsements
are done from people who are socially prominent, allowing companies to advertise their products with statements like as used by such–and–such an
actress, or the official product of company/event X. It 's hard to miss a product endorsement on product packaging and in advertisements; most
companies keep their endorsements front and centred so that they are always in the public eye. The concept of the product endorsement is quite
ancient. In England, for example, several companies have been advertising themselves as by appointment to the Queen for hundreds of years,
indicating that they enjoy the patronage of the British royal family. Consumers are often seduced by the idea of purchasing a product which is
endorsed by someone wealthy or famous, as though by buying the product, the consumer also becomes affiliated with the person who endorses it.
Modern product endorsements can come with contracts worth substantial amounts of money. A product endorsement doesn 't necessarily mean that a
product is good. It just means that the company has managed to work its public relations connections to get a big name associated with it. Some

What Are The Advantages And Disadvantages Of Celebrity...
When we go through the streets, when we watching a movie, overall, everywhere we see advertisements with celebrities posted by different
companies from car manufacturers to milk producers. Using celebrities is a common type of globally advertising (Dwivedi, McDonald, & Lester,
2014). Besides, it influences brand recognition among all types of consumers (Chan, Leung, & Edwin, 2013). Several suitable illustrations of this type
advertising are George Clooney, who is an actor of United States of America, promoted Nespresso Coffee machines, David Beckham, who is a
sportsman of United Kingdom, prompted Adidas sportswear, (Dwivedi et al., 2014) Furthermore, listed companies follow significant instructions,
which are created by marketers, in order to get the highest brand awareness and brand image from the use of celebrity endorsement. However, there are
advantages and disadvantages of celebrity endorsement approaches.
Media shows that one celebrity advertised some brands, while several advertised specific brand. First concept is called multiple brand endorsement and
the second is multiple celebrity endorsement. For example, Tiger Woods has endorsed American... Show more content on Helpwriting.net ...
According to Chan, Leung, & Edwin, (2013), in China, local celebrities have deep impression on residents. Furthermore, male celebrities were
preferable than female. There is the gender role is important (Chan et al., 2013, p 173). For illustration, male could present beer and female could
present products for kids such as milk, different nestle foods. And most popular are media celebrities such as singers, actors and fashion models. Since
consumer is watching commercial with singers, he can sing and dance with them (Chan et al., 2013, p. 172). Therefore the media celebrities are most
attractive for existing and potential costumers, which help to increase brand

Lindsay Melay CELB ENDORSEMENTS
Lindsay Melay,
Stefania Palacio
Danny Garner
April 27th, 2014
Marketing
Group Project
Celebrity Endorsement
Celebrity Endorsement is a form of brand or advertising that involves a well–known individual using their fame to help promote a product or service.
The most common business users of products are manufactures of perfumes, and clothing. Some Techniques that are used are for example, television
ads and launch event appearances.
It is known to be true that the best endorsements achieve a deriving ideas, style and taste between the product and the celebrity. Giving a brand an
appearance is more than just a marketing strategy to increase sales; it is a decision that can change the outcome of the brand for the ... Show more
content on Helpwriting.net ...
Jay Z, just like his wife, he has joined the train of celebrity endorsement himself. He is a part of Samsung, 2k13, Sport Teams, alcohol, making a to of
$500 million. These celebrity's knows the importance of being a part of a major business deal because the majority of the celebrity that are involve are
making most of their income off endorsement alone.
Companies are very selective when choosing a celebrity to endorse their product because they know the person is a great candidate for them to sell
their product to the consumers. Before the company signs on the celebrities to endorse their brands, the companies need to make sure that these
celebrities meet three basic qualifications.
One of the qualifications is the endorser must be someone who very attractive, the reason why companies tend to go for attractive celebrities because,
most of the time it produces a positive effect on consumers. All in all attractive endorsers are more effective promoters than unattractive individuals.

Second to have a positive image in the society, third is to be perceived as having the necessary knowledge. The companies look for who's popular. Yet
the companies must ask themselves, can the person maintain their popularity, and how long will it last. Also what type of people they can attract, and
who can make them profit. The companies even give in more money in the commercial or ways to endorse.
The third qualification is does the

Quality Endorsement System: A Case Study
1) Describe the purpose of the system.
After reviewing the third–party quality endorsement systems the tool that I am most familiar is the Early Childhood Environment Rating
Scale–Revised Edition and Infant/Toddler Environment Rating Scale–Revised. Our program uses these tools to assess process quality in our early
childhood program. One of the areas that the tool helps to assess is the classroom interactions amongst staff, children, parents, and other adults. The
purpose of this tool is to assist program "to provide care and education that will permit children to experience a high quality of life" (UNC, p. 1). This
tool helps programs to find what are their strengths and areas of improvement. For example, in our program as a team we review ... Show more content
on Helpwriting.net ...
To me this is significant since programs are provided the resources they need. This will enable and assist programs to provide high quality care to
children and their families. An additional benefit of QRIS is that it provides program incentives.
2) How the system may be used as a diagnostic for specific support or professional development
The system may be used to identify areas that the program can improve on. For instance, QRIS is used to help programs find out what kinds of
resources are needed to improve quality in their program (CCAA, 2013, p. 1). Also, I learned that a growing number of states are using the Classroom
Assessment Scoring System (CLASS) system within their QRIS. CLASS is an observation instrument that assesses the quality of teacher–child
interactions in center–based preschool classrooms (CCAA, 2013, p.1). CLASS helps programs to identifying areas that need strengthening and provides
effective teaching practices.

The Effectiveness Of Celebrity Endorsements
Endorsements vs Non–endorsements (word press) (The Effectiveness of Celebrity Endorsements in Non–Profit Ads) Project Number: ___________
Abstract The purpose for this project is to find out how people think towards endorsements and find out if they are affected by it or not. When people
choose a product how important are endorsements? When a product is endorsed by someone famous enough, it will be chosen over the non–endorsed
product. First I will survey a person describing both products, then say which one is endorsed, later ask which one they prefer. Introduction When
selling products endorsements tend to matter. Most well known companies are endorsed by famous young celebrities. The products may go from
soda to cosmetics. Somehow this seems to matter in a person at the time of buying a product. In this project it will be tested wether people chose an
endorsed product over an unendorsed one. Similar products will be shown to a person and surveyed which product they prefer. About 35+ people
will be surveyed. Also different celebrities will be said that they prefer such product. I will use sources such as Amazon to search up what different
products are high ranked. The answers will be recorded and compared to another product that has a lower

What Is The Credibility Of Republican Endorsements
E(q | en = 0)= E
[
q | Оёn <
в€
љ Пѓ 2q +Пѓ 2Оµ pn
]
=в€’О
ІО»r(pn), (8)
where the credibility of a Republican endorsement can be written as follows:
О»r(pn)= П† (pn)
((pn)
. (9)
Similarly to the discussion of the credibility of Democratic endorsements, the credibility of
Republican endorsements is decreasing in the degree of a newspaper's leaning to the right and such an endorsement from a left–leaning source provides
more information to voters than does an endorsement from a right–leaning source.
Although we have taken editorial positions (pn) as exogenous here, in Appendix A, we ex–
plore two models with endogenous editorial positions, both of which follow the theoretical lit– erature on media bias. In a demand–side model, a
monopoly ... Show more content on Helpwriting.net ...
Note that the voting equation depends upon the vector of
6. For the result regarding the monotonicity of the Mills ratio, see Heckman (1979).

"rdq037" – 2011/6/14 – 6:59 – page 802 – #8
802 REVIEW OF ECONOMIC STUDIES parameters from the endorsement equation (Оі ), which is unobserved by the econometrician, and we thus
estimate the model in two stages. In the first–stage, we estimate a Probit model in which newspaper endorsement decisions are related to newspaper
characteristics (Zn). With the estimated parameters (ОіМ‚ ) from this first stage, we can then compute the Mills ratios О»d(ОіМ‚ Zn) and О»r(ОіМ‚
Zn), which can be interpreted as generalized residuals from a Probit model (Gourier– oux et al., 1987). Finally, we then use these generalized residuals
as generated regressors in the second–stage linear regression.
Given the presence of these generated regressors in the second stage, we compute the stan–
dard errors using bootstrapping techniques. In particular, we draw samples with replacement from the underlying set of newspapers and also
independently draw samples with replacement from the underlying set of voters. The standard errors are based upon 200 replications. Note that this
bootstrapping procedure assumes independence across voters and thus does not account for any potential clustering within newspapers. To address this
issue, we also provide results below for a

TOSD Endorsement Essay
New Jersey City University Teacher of Students with Disabilities (TOSD) Endorsement Entrance Essay
I began teaching middle school science fifteen years ago and throughout my career I have always looked for ways to improve myself as an educator,
whether it be through seeking out professional development, trying new techniques or obtaining advanced degrees and certifications. I currently hold a
BA in Environmental Studies, a MA in Administration and Supervision and most recently a Technology Certification from Michigan StateUniversity.
Seeking a Teacher of Students with Disabilities (TOSD) Endorsement is another component in my academic and professional journey.
In terms of career goals I would like to eventually become a school vice principal

Literature Review of Celebrity Endorsement
Running head: A LITERARY REVIEW OF CELEBRITY ENDORSEMENT
Celebrity Endorsement in Mass Media Advertising Brands Celebrity endorsement in mass media advertising has become a very beneficial phenomenon
for many countries and has significantly increased in the past decade, and should be the main principle of brand communications since it is the key to
marketing success. Any product that is displayed in a television commercial or magazine advertisement by a corporation that uses a celebrity or well
known public figure to give a testimonial or information about the product, is practicing celebrity endorsement. Although commonly thought of starting
in the United States, celebrity endorsement began in India during the '80s but has since ... Show more content on Helpwriting.net ...
She was dropped from her endorsements from large companies Burberry, H&M, and Chanel, when photographs of her snorting cocaine surfaced in
magazines and websites. Companies using a celebrity endorser take into account the serious consequences (loss of revenue, bad image) of putting a
tainted face to their product since as stated above, the brand's whole personality is often dependent on the celebrity endorser.
Another aspect that is taken into account pertaining to the effectiveness of the celebrity endorser is to directly measure the degree that the consumers
evaluate the celebrity as genuinely liking the product that they are endorsing. According to Gilbert and Malone (1995), these evaluations are
recognizable under a type of judgment called
"correspondent inferences." Correspondent inferences generally refer to a judgment that consumers observe the endorser's behavior in the
advertisement to then infer consistent character in the endorser. For example, the consumer would observe an athlete saying he loves the breakfast
cereal Wheaties, and then the consumer would infer that the athlete really does, in fact, like Wheaties. Adding to this study, McCracken (1986)
suggests that a celebrity that best represents the appropriate symbolic properties "of the product should be selected, thus, highlighting the importance
of the cultural meanings of celebrities in the endorsement process." Culturally speaking,

An Athlete's Salary
As a sports fan I have always looked at athletes as well paid entertainers. These individuals are lucky enough to make millions playing a game that
they would probably play for free. With the acquired wealth and visibility these professional athletes have it all. It has been suggested by many that
these athletes should serve as role models. Charles Barkley former Nation Basketball Association all–star player disagreed vehemently with that
sentiment. Mr. Barkley believed that athlete should not be role models for the sport that they play but should be role models as goodwill ambassadors
in aiding the less fortunate. Adrian Peterson (All Day) is one of my favorite athletes. He is currently a running back with the Minnesota Vikings of the
National Football League. Mr. Peterson setup a foundation in 2008 (the All Day Foundation) to raise awareness and funds for projects that will help
build a more prosperous future for at risk children. "Adrian Peterson established the All Day Foundation to raise awareness and funds for programs that
inspire hope and build a better future for at–risk–children" (All day foundation, 2011). What caught my eye about his foundation is that one of his
corner stones of the foundation is girls' empowerment. The foundation has a goal of empowering young children with the skillsets and values that will
enable them to have the opportunity to become leaders. Adrian Peterson professes to be a Christian and has dedicated his life

Endorsement Test
(a)By applying a school prayer body of the law, the court will find the school board's conduct violated Mr. Pitstick's First Amendment Rights under the
Coercion Test, the Endorsement Test, and the Lemon test.
(Should I give a quick background of student prayer body of law or can I just jump in)
By applying the Coercion Test, the court will find that the school board did coerce their impressionable students to attend biased board meetings and to
partake in Christian prayer. "The constitution guarantees that government may not coerce anyone to support or participate in religion or its exercise, or
otherwise act in a way which establishes a religion or religious faith." Lee, 505 U.S at 585. The Coercion Test protects school–aged children from ...
Show more content on Helpwriting.net ...
Under the Establishment Clause, "The government may not promote or affiliate itself with any religious doctrine or organization and the government
may not discriminate among persons on the basis of their religious beliefs." County of Allegheny v. American Civil Liberties Union Greater Pittsburg
Chapter, 492 U.S 573, 109 S.Ct. 3086, 106. L.Ed.2d 472 (1989). The Endorsement test applies to cases that involve government officials and religious
beliefs at school–sponsored events. Id at 592. This could be seen if officials promote or favor religion. Id. Courts have found that if prayer being
delivered at public school events, organized and supervised by school officials, regardless of the event being outside the classroom and after hours,
the government is endorsing religion. Lee, 505 U.S at 604. Additionally, if the government merely pressures participates to attend a religious
activity, such as an opening prayer, the government is indirectly endorsing religion. Id (Holding that school officials endorsed religion when
students attended "football games" in which opening prayers were given). On the other hand, to avoid favoring religion, public officials must either
embrace any religious faith or embrace none at all. Id at 609. State officials favor religion if these officials recognize one religious belief, but they do
not acknowledge a dissimilar one. County of Allegheny, 492 U.S at 616. (Holding that the government did not endorse religion by recognizing two
different beliefs). Thus, the Endorsement Test is satisfied if either the school board promotes religious activities or if the board's punishment of Mr.
Pitstick is in favor of a religious

The Influence Of Celebrity Endorsement
Celebrity endorsement can be defined as any person who enjoys public recognition and fame, and uses their fame to help promote a consumer good
by appearing with it in an advertisement. (McCracken 1989, p. 310). The art of using celebrities to promote products dates back to the early 1900's
and in recent times it has implemented itself as one of the most popular methods of advertising, being perceived as a winning formula for product
marketing and brand building. Infact, it is such a growing trend that approximately 20–25% of television advertisements in the US include a celebrity.
(Shimp, 2000).
It is also said that celebrity endorsements are able to transfer meaning, generate interest and influence brand recognition for consumers. (Spry et al,
2009). Brand recognition is a vital component for any successful business, and helps it build brand loyalty, which is a theory in which a consumer
generally buys the same manufacturer originated product or service repeatedly over time rather than buying from multiple suppliers within the
category. (American Marketing Association, 2009).
In the 21st century, celebrities are seen as global icons and a symbol of power and status. (Berger & Choi, 2009) and as a result an estimated $50
billion is invested globally on corporate sponsorships and endorsements. Studying the effects of celebrity endorsements over the context of social media
can help us understand the influence that celebrities have over the decision making ability and

Republican Endorsements
The current race for the Republican nominee has gained much controversy as well as coverage among Americans. The road to the nomination of the
Republican party is going to be, in my opinion, an unpredictable turn of events. Currently, there are three potential Republican nominee's. Ted Cruz is a
United States Senator, John Kasich is the Governor of Ohio, and Donald Trump that is a real estate mogul. Donald Trump remains having a substantial
lead in the party's nomination. By the current trends of polls, money, and endorsements of front–runner Donald Trump, he will win the Republican
nomination for the White House on the first ballot and be able to avoid a contested convention in Cleveland in July. Throughout most of the race for
the Republican... Show more content on Helpwriting.net ...
The choosing of a party's nominee determines the future of that party. The current polls, his financial campaign, and endorsements heavily influence
the prediction that Trump will take home the nomination. Discounting my opinion on who I would like the GOP nominee to be, I believe Donald
Trump will be the nominee for the White House on the first round ballot based on current trends. However, I also believe that if the caucus voters and
the Republican primary have not delivered a unified and decisive verdict for a candidate, each nominee will find themselves in the hands of the
delegates at the

Use of Celebrities in Endorsements
RESEARCH includes research articles that focus on the analysis and resolution of managerial and academic issues based on analytical and empirical
or case research
Executive
Summary
How Celebrities are Used in
Indian Television Commercials
Varsha Jain, Subhadip Roy, Aarzoo Daswani and Mari Sudha
The usage of celebrities by the Indian advertising agencies has experienced a phenomenal increase in the last five years. Effective communication
between the marketer and the consumers is the need of the hour and celebrity endorsement is a strategy that is perceived as making full use of this
opportunity. Most of the countries have adopted this strategy as an effective marketing tool and even India is carving out space for ... Show more
46
REVIEW OF LITERATURE
According to McCracken (1989), a celebrity could be defined as,
"any individual who enjoys public recognition and who uses this recognition when they appear in the advertisement in front of the consumers."
There are multiple roles that a celebrity spokesperson may play (and the roles may not be mutually exclusive)
(Kamen, Azhari and Kragh, 1975) in an advertisement such as that of a spokesperson, endorser, provider of a testimonial, or an actor. A
spokesperson represents the company or brand like a salesman, while an endorser is associated with the brand even though he may not be an expert in
the product category of the brand. In case of testimonials, the superiority of the product is attested by an individual or the personal experience of the
celebrity. Lastly, the celebrity actor is only a character in a dramatic presentation in the ad.
McCracken (1989) suggested four different modes of celebrity endorsers namely, Explicit mode, Implicit mode,
Imperative mode, and the Co–present mode. In the explicit mode, the celebrity announces the endorsement of a product, while in the implicit mode, the
celebrity uses verbal or physical communication for the product. In the imperative mode, the celebrity suggests the audience to use the endorsed

product while the celebrity only appears with the product in the co–present mode.
The study of celebrity

Interpretation of the Establishment Clause
In the First Amendment it states, "Congress shall make no law respecting an establishment of religion." This is known as the Establishment Clause, and
it has been a controversial topic of many Supreme Court cases throughout America's history. There are three different methods of constitutional
interpretation––textualism, intentionalism, and pragmatism–that have shaped the Supreme Court's rulings on the Establishment Clause. The
Establishment Clause is usually interpreted in two different ways: "The Establishment Clause prohibits government actions–federal, state, or local–that
promote religion," and that "The Establishment Clause prohibits the establishment of a national religion." There is a common metaphor that
accompanies the Establishment Clause know as the "wall of separation." The Establishment Clause has this "wall" in order to keep the church and state
separate. This is a reoccurring theme I have seen develop throughout various court cases. I studied four different cases that made it to the Supreme
Court: Everson vs. Board of Education, Lynch vs. Donnelly, Lee vs. Weisman, and Santa Fe Independent School District vs. Jane Doe. During the brief
period of me studying these four cases involving the Establishment Clause, I have inferred that pragmatism has indicated the utmost dominance in
shaping the Supreme Court's rulings on the Establishment Clause. The use of pragmatism has become more popular in courts today because it can
conform to the many changes

Celebrity Advertising
1. Introduction
In the past two or three decades celebrity advertising/endorsement has become common practice amongst brands that wish to create and maintain
attention, as well as increase product or brand recall rates (Erdogan, 1999). However, the juxtaposition of brands and organisations with admirable
figures that possess qualities such as likeability, attractiveness, trustworthiness and credibility is not a new phenomenon (Erdogan, 1999). It is believed
that an eighteenth century potter named Josia Wedgewood was the pioneer of using celebrities to his advantage when Queen Charlotte began using his
products, after which he began referring to himself as "potter to Her Majesty" (Seno & Lukas, 2007). Since ... Show more content on
Helpwriting.net ...
A celebrity can either be an athlete, an actor/actress, a business person, a model, an entertainer, or a pop star (Hsu & McDonald, 2002). They can
appear in public through/by: 1) their professional duties e.g. Tiger Woodsplaying golf in front of an audience, 2) attending special events e.g. award
shows and movie premiers, 3) the media (news, fashion magazines and tabloids), or 4) the endorsement of products and services (Schlecht, 2003).
Even fictional characters such as Ronald McDonald and Disney characters are considered to be celebrities because by definition, they also receive a
significant amount of attention and are easily recognisable (Khatri, 2006).
Through his/her line of work and the perceptions of people, a celebrity acquires specific meanings that people associate with them and make them
easily distinguishable through their lifestyles, status and class, for example: Pierce Brosnan (the former James Bond) is associated with class,
sophistication, masculinity and represents the upper social class (McKracken, 1989). In contrast, another example would be Jamie Oliver (a European
celebrity chef) who is perceived as being free spirited, friendly, kind and likeable due to the nature of his show, Oliver's Twist, being informal,
easy–going and relaxed (Byrne, Whitehead, & Breen, 2003). These associations and perceptions

The Popularity Of Celebrity Endorsements
When we turn on the TV or flip through a magazine, surf the Internet or scroll through Twitter, it is impossible to consume media without seeing a
celebrity plugging, promoting or pushing a product. This is not new. Celebrity endorsements have been around for a long time.
We live in a celebrity–fixated world where celebrity endorsements have become common practice for advertisers, marketers and PR professionals.
They provide brand recognition, create buzz and help drive sales. Since the early 20th century, radio programs had brand sponsors, and hosts grew to
be associated with their sponsor's products. In the decades that followed, we started to see movie and television stars appearing in endorsements for
tobacco brands, athletes appearing on the front of Wheaties boxes, and even Hunter PR's own client, Jell–O, in partnership with Bill Cosby – one of
the longest spokesperson relationships in history dating back to 1974.
Celebrity endorsements as we've known them are undergoing a transformation, from one–and–done deals to more authentic, long–term and immersive
relationships. The traditional approach of hiring one spokesperson for one branded effort has allowed brands to generate a quick level of awareness
and meet campaign reach goals. If done correctly, borrowing the equity of a celebrity's image lends a brand instant clout – whether simply through their
social media channels or a more robust relationship filled with media support and brand advocacy.
As relationships

Endorsement Analysis Assignment
I came into the school year knowing full well that in November, America would have a new president–elect into office in January. I admit I really didn't
know much about the entire American election process, and the amount of rigor, structure, and controversy that surrounds the entire procedure.
Fortunately, I had a basic level of understanding and knowledge of issues, however, I didn't know the vast amount of variation that is present from
different issues, and how different issues come to formulate one's "political identity." Over the course of the last thirteen weeks, American Studies has
taken my entry level background, and successfully transformed me into a conscious, informed, independent, and responsible participant in the
American Political... Show more content on Helpwriting.net ...
I was changed into a more informed participant of American politics simply due to the fact that I was presented facts upon the state of our beloved
country, such as trade info, unemployment rates, terrorism, and immigration. Through this assignment, I also feel more responsible because I felt an
obligation to effectively learn about Trump and Clinton, what morals they have, their credibility, their experience, and how they attempt to improve
"our America" into something more prestigious. My belief in Trump has been strongly altered into a more hostile audience. Bloomberg questions
Trump's credibility as a businessman and as a potential Commander–In–Chief, when he states "Trump has left behind a well–documented record of
bankruptcies, lawsuits, and angry shareholders and contractors who feel cheated, as well as disillusioned customers who feel ripped off. He says he
wants to run the nation like he has run his business. God help us." Here, I feel the responsibility to share and spread this quote to anyone with the
ability and right to vote, because It is our responsibility to uphold our rights and make the right decisions for the good of the

Celebrity Endorsements
The importance of Celebrity Endorsements?
The most important aspect of celebrity endorsement has been finding the right synergy between celebrity and product. It 's about selecting a
spokesperson whose characteristics are congruent with the brand image. It is insufficient simply to add a well known face to a food label and trust that
there will be enough devotees of that celebrity to generate sales. The consumer does not buy premium priced products more than once on that basis, and
so unacceptable quality cannot be masked by a celebrity presentation. There 's one fact that advertisers need to keep in mind when using celebrity
endorsementsВ—never let the celebrity become your brand. If so, you 'll run the risk of ... Show more content on Helpwriting.net ...
Indeed, one of the respondents claimed that when a person is famous, people forget about what the person looks like as everyone knows the face, it is
hard to judge whether the person is pretty or ugly.
Managers believed that celebrities save time in creating the credibility a company has to build into products. They argued that when consumers see a
credible celebrity endorsing a product, consumers think that the product must be at least В‘OK '. However, it was revealed that Nanette Newman was
used by Fairy Liquid for years because she was perceived as trustworthy, believed in, and motherly.
Four out of twelve advertising agency managers mentioned PR coverage as another reason for using celebrities. Managers perceived celebrities as
topical, which created high PR coverage. Indeed, celebrity–company marriages are covered by most media from television to newspapers (e.g. The
Spice Girls and Pepsi). This particular reason has not been mentioned in the academic literature previously to the researcher 's knowledge. (Erdogan &
Baker 1999)
History of Celebrity Endorsements.
Since 1870 when the Reverend Henry Ward Beecher appeared in an advertisement in Harper 's Weekly endorsing Waltham watches, companies have
used characters of note to help market products to consumers. Entertainment personalities were first employed by the cigarette industry in 1905 when
Murad Cigarettes used comedians Fatty Arbuckly and Harry Bulger in its ads. Since

SYNOPSIS It is a known fact that the best endorsements achieve an eclectic balance between the product (brand) and the celebrity. Giving a brand a
'face' is more than just a marketing strategy to increase sales or gain market share, it is a decision that can change the future of the brand forever.
Choice of the celebrity, hence, is of utmost importance and is usually done based on many different parameters– appeal, looks, popularity or even just
a fantasy figure to endorse a brand. In today's highly competitive markets, big brands are at logger–heads when it comes to products, each having a
similar product to that of a rival. Where does one brand gain that quintessential advantage – advertising, service, promise of trust, or even the... Show
In this trend of creative advertising, we see usage of celebrities of all walks in life – particularly actors, film stars, models, sports persons, and the
whole gamut. But the usage can always backfire if the choice of the star is completely contradictory in nature to the brand. Believability and
association of brand to celebrity is important. Selection of celebrities can be done while they are at their peak or when they are destined for
greatness in the near future. Again a risk that may go either way. What is important at some level is the value that a celebrity adds to a particular
brand. The advertiser tries his best to make the celebrity and brand as analogous as possible. The celebrity endorser is seen to score quite well on
dimensions such as trustworthiness, believability, persuasiveness, and likeability when tested for reaction from people. This is important to a marketer
as if he can get a celebrity to make the masses follow, believe or listen to him, he has been successful. Article Jane Taylor could not have given a better
cue with her immortal nursery rhyme* in the early nineteenth century, as the advertisers today discover – Consumers like gazing at stars. Michael
Jordan appears on the telly and eyes are fixated, Shahrukh's voice booms over the radio and ears perk up, Britney sashays across and heads turn. This
is the power of

Erin Andrews Reebok
According to MarketWatch.com (2011), "...studies show that people are more likely to purchase an item if it has come into contact with an attractive
person." This finding coupled with the already controversial topic of whether a journalist should endorse a commercial product for a stipend, raises
some interesting concerns. Furthermore, does accepting these endorsements pose a threat to journalism and its ethics and constitute a conflict of interest
[as to whether any journalist should endorse a commercial product]? Case in point, Reebok's hiring of Erin Andrews, ESPN reporter and voted Playboy
magazine's sexiest reporter, to endorse a new line of shoes "Zoom Alpha Talon Cleat" has done just that. Those on the sidelines–as well as those who
rival the endorsed product– can attest to this struggle. Is it acceptable for sports reporters, like Erin Andrews, to accept endorsement deals ... Show more
According to the Society of Professional Journalists' Ethics Code (2016), Andrews "has the duty to report independently – to distinguish news from
advertising and shun hybrids that blur the lines between the two; she also is obliged to seek truth and report it – to identify sources clearly." (p.94)
Consequently, the public is entitled to as much information as possible to judge the reliability and motivations of sources. However, it wasn't until two
weeks after making the comments about Nike shoes that the Oregonian published an article stating Andrews was serving as a spokeswoman for
Reebok's new line ZigTech. Likewise, Poynter Institute (2016) states, "Journalists can review products. But they can't take money from a company to
endorse them. That totally ruins their credibility." ("Entertaining Endorsements in Sports Journalism," 2016) Based on this standard of ethics, it is
wrong for Andrews to blend news with advertising without disclosing this information to her viewers– a situation that could harm Andrews and ESPN

The Value of Celebrity Endorsements: a Stock Market...
The Value of Celebrity Endorsements: A Stock Market Perspective
Haina Ding, Alexander Molchanov, Philip Stork1
Abstract Are celebrity endorsements worthwhile investments in advertising? To answer this question we analyze a unique sample of 101
announcements made between 1996 and 2008 by firms listed in the US. Internet is the main medium of communication for these announcements. We
employ event study methodology and document statistically insignificant abnormal returns around the announcement dates.
This finding is consistent with the notion that the incremental benefits from celebrity endorsements closely match the incremental costs due to such
contracts. Further, we investigate if the announcement date return depends on a ... Show more content on Helpwriting.net ...
The fees in our sample range from fairly modest (ВЈ0.75 million paid by Avon to the Williams sisters or $3 million paid by Hershey Co. to Jessica and
Ashlee Simpson), to very significant ($25 million paid by GM to
Tiger Woods or ВЈ30 million paid by Sony to Dale Earnhardt Jr.). Endorsement fees are not the only expense of the endorsement campaign. Other
outlays (management expenses, TV ad costs, etc.) have to be considered as well. Our goal, however, is not to explicitly analyze endorsement fees and
costs, but rather concentrate on the net present value of a celebrity endorsement, which accounts for all cash flows associated with it, and should be
manifested in announcement–day stock returns.
3
information by market analysts and investors alike to evaluate the potential profitability of the contract, which will subsequently affect the future
profits of a firm. They analyze 110 celebrity endorsement announcements by 35 firms involving 87 celebrities. On average, the impact of these
announcements on stock returns is found to be marginally positive with +0.44 percent excess return on announcement–day. This suggests that celebrity
endorsement contracts are generally being viewed as a worthwhile investment in advertising. However, cumulative abnormal returns are significant for
the announcement date only; for all other event windows, ranging from (–1, 1) to (–10, 10), cumulative abnormal returns are mixed and not
significantly different from zero.

Importance Of Celebrity Endorsement
Introduction
Scientific studies on the relationship between the world of celebrities and the sphere of marketing can be dated from the 1760s when royal
endorsements were used as a marketing device for pottery and chinaware by producers – Josiah Wedgwood and Sons. ("Celebrity Endorsement –
Throughout the Ages,"2004). Celebrity endorsement, as an instrument of marketing communication, is becoming increasingly important for
commercial marketing. In McCracken's marketing theory celebrities are defined as "using public recognition to promote products by appearing in
advertisements" ("Who Is the Celebrity Endorser? Cultural Foundations of the Endorsement Process", Grant McCracken, Journal of Consumer
Research, Volume 16, Issue 3, 1 December 1989, Pages 310–321). Nowadays every fifth advertisement is using celebrities. The role of celebrity
endorsement is growing with interest in new forms of consumer influence such as product placement. Market research agencies are offering
increasingly sophisticated methods to analyze the impact of celebrities on consumer behavior or the branding tool known as the match–up. These
analyzes provide hard, empirical evidence on the effectiveness of celebrities in marketing communications.
Importance of researching celebrity endorsements
The celebrity endorsement survey is one of the most integral issues when it comes to marketing. Through this study patterns that will allow for more
effective advertising products can be seen. In the article

Celebrity Endorsement Essay
Ciara Dennehy 13019511
Dissertation Proposal
1. Working Title
The area of study I am going to be investigating will look at celebrity endorsement, and the affects of celebrity endorsement on consumer behaviour. I
am also going to be looking at celebrity endorsement and the affect it has on consumption in the retail industry.
2. Main Research Question
Does Celebrity Endorsement Influence Consumer Behaviour and Purchasing Decisions?
3. Example Relevant sub–questions
Examples of when consumers have been influenced by a certain celebrity or icon, to determine the consumption of a product.
How celebrity endorsement has affected sales statistically through the use of a marketing campaign
The use of controversial individuals being used for a campaign
How celebrity image transforms brand identity and brand image
4. Aims of dissertation
Defining 'celebrity endorsement'
Research how sales have directly related to a certain celebrity or icon wearing a similar styled item of clothing
Research the use of celebrities in campaigns to determine the sales after the campaign is launched.
Use secondary research methods to find quantitative statistics of examples of companies who have proved celebrity endorsement inflicted sales.
The affects of social media when brands are identified on celebrities/fashion icons.
E–marketing – how celebrities can promote and advertise a brand
How marketing has adapted in recent years due to the use of the internet and social media

The Shah's Adaptation And Endorsement Of Islam
Throughout the history of present day Iran it has been contested whether the Shi'i ulama or the Shah are the logical leaders of the community. It is true
that the ulama have gained control of Iran, and that Islam "changed much in Iran, but in some respects continuity from the past was far stronger than
the new concepts" (Frye 36) due to the fact that the power of the Shah remained for hundreds of years after the introduction of Islam. The Iranian
people have a long history of traditions and culture and even when Islam spread throughout the country it was adapted to include some of the Iranian
traditions. The most significant example of this is the Shah's adaptation and endorsement of Islam. The long history, tradition, and the decline of... Show
The office of the Shah has had such an impact that one may "find in the literature and in the art of Iran evidence for a powerful and continuing charisma
of kingship, even through great upheavals and changes in the history of the land" (Frye 36). The Shahs in pre–Islamic Persia established legitimacy by
charisma and by being a religious leader because the people believed 'Ahura Mazda' confers on the king charisma and special wisdom. The king 's
duty was to enforce the law, social order, and righteousness, however if social unrest occurred, it was a sign that the dynasty had lost divine favor.
The Iranian theory of kingship lasted for a long periods of time because the Shahs who ruled were charismatic and successful at establishing
legitimacy, and if not they were able to be disposed of by the religious priests and nobles. The Shahs in post Islamic Iran needed to learn to establish
legitimacy in a region where the people were disposing of Zoroastrian beliefs and converting to the ShД« 'a ideology of Islam. The Shah that managed
to merge traditional role of a Shah and the religious aspects of Islam was ShДЃh IsmДЃКїil. This Shah needed to establish his legitimacy and did so in
two important and relevant ways. First, ShДЃh IsmДЃКїil used the "the ancient Persian concept of kingship which was expressed in the concept of the
king being the 'shadow of God on Earth" because he believed that he was divine and had the right to rule because of

Endorsement Test Case Summary
3. The Endorsement Test
In the 1984 case Lynch v. Donnelly, the Supreme Court reviewed an injunction prohibiting a city from including a crГЁche in its annual holiday
display. The Court reversed this judgement, reasoning that It was the concurring opinion of Justice Sandra Day O'Conner in this case that first
proposed the Endorsement Test, which asks whether the particular government action constitutes an endorsement of religion. She elucidates the central
concern of the test as a determination of whether the particular government action conveys This test is often applied in 8 It so happens that many of the
issues relating to the Establishment Clause in public schools, such as prayer in graduation ceremonies, religious displays in classrooms, ... Show more
creation has pervaded American society and culture in numerous ways. One of its more prominent impacts has been on the discussion of public school
curricula. Some state legislatures and school boards have even enacted statutes or implemented policies that mandate creation be included in the
science curricula of public schools. U.S. courts have then been tasked with determining the constitutionality of such mandates. The principal question is
whether such a mandate constitutes a violation of the Establishment Clause. The Supreme Court has decisively ruled that it does indeed constitute such
a violation. In Epperson v. Arkansas (1968), a public school teacher challenged the constitutionality of an Arkansas law that criminalized the teaching
evolution and subjected her to dismissal from her position. The Court ruled in favor of the teacher, as it determined that the law was written based
upon motives that violated the Establishment Clause. The opinion provided that Providing this reason in support of holding the law in violation of the
Establishment Clause, that the purpose of the law was not of a bona fide secular nature, appears to be an implicit reference to the purpose prong of the
Lemon

Impact of Celebrity to Brand Image
Celebrities are stars of their own light. They are known for the glitz and glamour that are associated to them by the fame they have acquired through
various ways. Some are known for being attractive, some for being good in acting or singing or dancing, some for the controversy and some for the
charisma they contain. At a certain point in a celebrity's career, he/she becomes so famous that brands are willing to wrestle just to get them to endorse
their product. This is for the reason that, as a marketing strategy, companies, in hopes of positive impact this association can bring about pays
celebrities to represent them. One of the most memorable ad can be Manny Pacquaio's tag line in Vitwater "Now you know". People can't easily forget
... Show more content on Helpwriting.net ...
23).
Images of prestige are associated with the brand when consumers see that big personalities use them (Katyal, 2012, p.5). The true expanse of a
celebrity endorser to the brand is to give it a distinguishing identity and impart values (Blige, 2012, p.12). Boorstin (2012) concluded that it is easy for
the brand to get a celebrity endorser, but to utilize them in the right circumstances is challenging (p.3).
There has to be a connection between fans and celebrities so that sales will increase and ads will be successful. Some say that several brands
increased 20% of their sales after they teamed up with an endorser, because brands rely on celebrities for that service (Elberse , 2012, p 2&5).
But there are some who don't believe that celebrity can influence sales because according to Daboll (2012), consumers nowadays do not rely on
celebrities alone, but on their social networks. They are only interested in ads that have important information about the product (p.5). There are also
celebrities who endorse several brands which can be the cause why some consumers do not rely on celebrity promoted product. This is supported Rice
& Kelting (2012) who claimed that having a fit between a product and a celebrity is the only positive effect from having multiple endorsements
(p.4–4).
There are many ways on how celebrities can greatly influence people's lives. In the past when someone asks

Pre-Endorsement Research Paper
Condense key discoveries from late customer contemplates directed about this item/benefit classification.
1.Pre–endorsements aren't made equivalent.
Numerous loan specialists don't survey your capabilities when issuing a pre–endorsement. They give just a rate ensure, subject to later endorsement.
(Home loan counselors ought to dependably unveil this.)
2.Advice goes just up until this point.
Home loan consultants can "pre–qualify" you to affirm that you meet general rules, yet just a moneylender's financier can affirm that your wage, up
front installment, buy assention, property data, credit and obligation proportions meet their full endorsement
3.Appraisals are the missing connection.
Examinations aren't done at the pre–endorsement arrange. Be that as it may, they're required for getting a home loan. The issue, obviously, is that you
can't get an examination on a home you haven't found yet. Also, that is the huge hazard with pre–endorsements. On the off chance that the loan
specialist's or home loan back up plan's valuation evaluation uncovers that you overpaid, or the property has deserts, it can render your
pre–endorsement useless. That is the reason you're generally savvy to embed financing conditions in your buy offer (or possibly examination
conditions) or get an ... Show more content on Helpwriting.net ...
Don't over–depend on appraisers.
Regardless of the possibility that you get an examination before making your offer, "you can't depend on appraisers to distinguish each issue with a
property," says Jason Upton, leader of Aedis Appraisals. That is particularly valid for townhouses where most appraisers (because of cost and time
requirements) won't survey condominium load up minutes, apartment suite funds and designing reports. That is the place dangers like unique duties,
save inadequacies, legitimate issues or basic issues can turn up, all of which can murder a loan specialist's advantage and make a pre–endorsement
useless.

5.Your activities after pre–endorsement

Celebrity Endorsements
Celebrity Endorsements & Brand Building
DISSERTATION REPORT:
CELEBRITY ENDORSEMENTS AND BRAND BUILDING
Submitted to: By: Ms. Kokil Jain Rawtani
Submitted
Piyush
A1802008077 MBA–IB(0810)
1|Page
Celebrity Endorsements & Brand Building
AIBS
ACKNOWLEDGEMENT
It has been a great pleasure for me to work on this project. My sincere thanks to Ms. Kokil Jain ,my Marketing teacher for giving me an opportunity
to work on this project whereby I was given a chance to study the impact of celebrity endorsement as a source of brandbuilding and on consumers
buying behavior which helped me to increase the span of my knowledge and developed my thinking on more practical lines. I thank her for her
guidance and support throughout ... Show more content on Helpwriting.net ...
Companies invest large sums of money to align their brands and themselves with endorsers. Such endorsers are seen as dynamic with both attractive
and likeable qualities and companies plan that these qualities are transferred to products via marcom activities. Furthermore, because of their fame,
celebrities serve not only to create and maintain attention but also to achieve high recall rates for marcom messages in today's highly cluttered

environments. Similarly every product has an image. The consumer tries to consume a brand which has the maximum fit with his/her own personality
/image. The celebrity endorser fits in between these two interactions, where he tries to bring the image of the product closer to the expectation of the
consumer, by transferring some of the cultural meanings residing in his image to the product. 4|Page
Celebrity Endorsements & Brand Building Indian advertising started with the hawkers who used to call out their wares right from the days when cities
and markets first began. With this evolved a strategy that tried to benefit from the emotional attachment of the admirers or the fans of the celebrities; in
the form of celebrity endorsement. In the report,I have focused on the impact of celebrity endorsement

Essay On College Athletes Should Be Banned
Sports illustrated interviewed a cohort (group of people) of elite Olympic athletes, asking, "If you were given a performance–enhancing substance, you
would not be caught, and you would win, would you take it? Ninety–eight percent of athletes answered yes."(Charleston) That is a big number. Big risk
with such a small chance of success. Taking drugs to enhance your performance is just not right. Striving to get better, takes patience and perseverance.
Athletes are known for their road they take to get to where they are today. Along with jail time, athletes that commit illegal acts should be banned from
their sport, for their careers will never be the same, children should not look up to athletes who do those things, and the chance of losing... Show more
Meanwhile, TheRichest illustrates, "Even in cases where the athlete is declared innocent (or the charges are dropped) their reputation can be
permanently damaged. Despite their prominent standing in society, athletes are not immune to the stigma attached to committing crimes."(Adrianna)
People may say athletes that take drugs for medical reasons should not be banned. Athletes themselves have a prominent place in society, yet that
doesn't mean they are invincible from the rest of us. Their reputation can be the best out there, yet the next thing you know they're at the bottom of
society where the pity is on them. Being an athlete is a privilege, not a guarantee. In saying that, one wrong move can turn your career upside down.
Yet, in some situations, there are the lucky ones who get away with these illegal acts."In 1991 Roy Tarpley was banned by the NBA for substance
abuse. The would–be star lost three years of his promising career because of drugs."(Diaz) This is a perfect example of what can happen when you take
the risk of

Sports Agents Essay
Sports Agents
People have been entertained by sport since before the gladiators in the Roman Coliseum. In the 20th century, the publics' passion for sport consumes
more and more of their free time. As sports figures became internationally recognized, athletes began to realize their need for professional
representation. Thus, sports agents were born. The field of sports agents has grown since then into an enormous field. Agents now deal with every
aspect of an athlete's life. Agents can be considered professional mangers who find the best place for their client's talent.
Sports Agents have not been around for a long time. "Until the 1970's, very few players had agents because teams would not deal with agents
(Masteralexis, 244)." ... Show more content on Helpwriting.net ...
This system bound players to teams and allowed owners to depress salaries of players.
The second factor was the development of competing leagues. "Competing leagues such as the American Football League, the American Baseball
Association, the World Hockey Association, and the United States Football League offered an alternative to athletes (Masteralexis, 246)." These
leagues offered higher salaries to induce players to move from their original teams. When players left a team to for more money, it also increased the
salaries of players who stayed on the team. Agents played a crucial role in determining what was best for athletes, and which league they should choose.
The third reason for the growth of Sports Agency is the evolution of players associations. "The Major League Baseball Players Association (MLBPA)
led the move away from informal, powerless associations to true labor organizations that took part in collective bargaining (Masteralexis, 246)." This
organized a central association to bargain for players' income, post career income, tax breaks, and others. The union also made it possible for players
to fight, or even strike to get what they wanted. One of the largest accomplishments of the MLBPA was establishing free agency. This was able to
happen when Major League Baseball and the MLBPA went through negotiations and the MLBPA won the right to labor grievance arbitration. Under
this arbitration the MLBPA achieved free agency. The

The Product Of Celebrity Endorsement
This Proactiv advertisement advertises the product using celebrity endorsement as well as sending implicit messages. The text in this advertisement
explicitly shows many claims that Proactiv works such as "helps clear and prevent acne blemishes with a three step system." As well as "works on
all types of acne, effective on all skin types and try it 60 day, risk free!" The main slogan that they use is referring to Katy Perry and it says "what's
the secret to her success, she's Proactiv." Other components of this advertisement include visuals such as the product itself and a photo of Katy Perry.
Although this advertisement seems simple it implies that in order to be successful you have to be physically attractive. A stereotypically... Show more
This text was written through the perspective of the Proactiv company and marketers who have likely spent most of their career learning how to
manipulate the mind of teenagers to make them buy things. The bias of this text is that they only show one way to be successful and liked by
society. This one sided message that Proactiv sends to teens is that physical beauty is the key to success. The media sends many advertisements to
teens that display a specific desired image of beauty. This is usually incredibly thin, caucasian people who are flawlessly airbrushed to an unattainable
standard of perfection. For example in the past, Proactiv used successful people such as Adam Levine, Katy Perry, Justin Beiber and Avril Lavigne.
These celebrities fit into the mold that deems them attractive by the media and that reinforces Proactiv's one sided message that in order to do well for
yourself in life you have to fit a discriminating physical description that the media exhibits as attractive. Although this seems to be the easiest way to
sell things to teenagers who ironically are obsessed with their appearance thanks to the media, it is incredibly biased because beauty is not the only
thing that makes a person successful. Most valued members of society are valued because of their education, skill, constructiveness, entertainment
value and so much more, but these advertisements consider only one

How Effective Are Celebrity Endorsements
How effective are Celebrity Endorsements
Ever since the start of commercial radio in the 20's and the since the first silver screen entered the market, broadcasting messages by celebrities has
been a tool employed to endorse products."Just about every star was associated with one sponsor's product he or she plugged."(1). Over the years
celebrity endorsement became an essential part of marketing (more than 25% of television ads feature celebrities)(5), for the endorser it became an
easy way of generating an income while for the endorsing company it became a guaranteed way to reach a wide segment of potential clients.
With the cost of celebrity endorsement deals reaching astronomical highs, one has to address the effectiveness of such ... Show more content on
Helpwriting.net ...
This bond that is created between the viewer and a celebrity helps understand the effectiveness that endorsements have where marketers have failed.
The celebrity builds character in the eyes of the public and that character carries on into the product he is endorsing, and even though a part of the
persuasion has to exist in the product itself, but a celebrity uses his status and the character he has built to gain credibility and likeability among the
target audience. This character the celebrity transfers to the product is known as the "meaning "(2). The transfer of the meaning to the product goes
through three stages. The first stage is in finding the celebrity with the desired meaning that they want to carry to the product this requires casting
from the wide world of celebrity endorsers. The second stage is choosing which celebrity embodies the meaning the marketing campaign requires for
the product, this stage is subject to expense restraints and availability. After deciding on an endorser stage three is the most complicated stage as in
this step the endorser has to be able to transfer that meaning into the product, they have to make this meaning "available to the consumer in a material
form"(2), this stage allows the consumer to accept the meaning they are given and accept the product and you use is a tool to build their own character.
These three steps not only

Celebrity Endorsement Marketing Campaigns
Iba 550
October 20, 2008
Celebrity Endorsement Marketing Campaigns
Celebrity endorsement is a billion dollar industries today (Kambitsis et al., 2002) with companies signing deals with celebrities hoping that they can
help them stand out from the clutter and give them a unique and relevant position in the mind of the consumer. According to Solomon (2002), the
reasons for using celebrity endorsement involves its potential to create awareness, positive feelings towards their advertising and brand. Research has
shown that celebrity endorsement can have an impact on the consumer's attention, recall, evaluations and purchase intentions (Atkin and Block, 1993),
Celebrity endorsement is a widely used tactic in marketing and much research ... Show more content on Helpwriting.net ...
Self image has been research in the context of celebrity endorsement, and established that it is an important factor in marketing (Fortini–Cambell,
1992). Some of the respondents told stories of how they were influenced by celebrity endorsement when they were younger. One person referenced
Michael Jordan and his endorsement of the Nike shoes. This reflects self image when considering what to buy and what influenced them. It also
reflects a need to be different as well as the same time identify with a group of people. Apparently this can go both ways. If one product gets too
popular among a certain group it can actually make others choose another product even though they like it. Companies may also use celebrities to try
to control or manipulate the consumer into buying the endorsed product. This may have a negative impact, as consumers may view the celebrities as
being puppets for the company. Companies are using celebrities to influence the consumers' behavior in a certain direction, at the same time the
consumer often may perceive the celebrity to by lying when indorsing certain products. For example, many a celebrity has been photographed while
enjoying a cold Pepsi much to the dismay of the marketing department for Coke that they are promoting. The celebrity is no longer perceived as
genuine and may loss

The Endorsement Test Analysis
The line between private and public speech regarding religion has been murky since the incorporation of the establishment clause to the States. Perhaps
one of the most hot button issues today is the establishment of religious monuments on public property. While trying to navigate separate, distinct
cases of religious monuments being on public property and trying to reconcile them with previous precedent like the Lemon Test, the Court seemed to
contradict themselves, at least in the eyes of their critics, in the cases of Lynch v Donnelly and Allegheny v Greater Pittsburgh ACLU. In the former,
the Court upheld a manger scene surrounded by multiple other secular Christmas displays residing in a a park. In the latter, the Court struck down a
manger scene residing alone in the heart of a the local courthouse. While... Show more content on Helpwriting.net ...
As Justice O'Connor might say, context is key. Looking strictly at the Lemon Test, it might seem reasonable to side with the Court's critics in saying
that their two rulings were contradictory. The key difference though is the analysis posited by Justice O'Connor in which she creates her landmark
Endorsement Test. To be clear, the Endorsement Test is not a separate test in and of itself, but rather a clarification on the first and second prongs of the
Lemon Test. She states that "what is crucial is that a government practice not have the effect of communicating a message of government endorsement
or disapproval of religion" (O'Connor 266). Through this lens, the effect prong of the Lemon test becomes more clear because other cases which
seemed to violate the effect prong such as Walz v Tax Commission and Gowan v Maryland were held as constitutional because they did not give the
appearance of state endorsement. Applying the Endorsement Test to the two nativity scene cases makes it becomes clear that the rulings are not
contradictory. In Lynch, O'Connor points to the fact that the

Celebrity Endorsement Research Paper
Celebrity Endorsements and Their Effects on Consumer Purchasing Behavior
Keanna Rutledge
Delaware State University
Abstract
Research shows that 25% of all
Celebrity Endorsements and Their Effects on Consumer Purchasing Behavior
On a television screen or a tabloid magazine celebrities extravagant lifestyle and attractiveness has extraordinary influence in the public eye. Their
influence is extensive due to the constant spotlight that is placed upon them in the mainstream media. Celebrity refers to fame or public attention
accorded by the mass media to individuals or groups of people themselves who receive such a status of fame and attention (wikipedia). Their influence
is perhaps greatest in the fashion industry. From the top grossing brands to the lowest, the endorsement of a celebrity can catapult their brand into the
spotlight. Whatever they wear is recorded or photographed and then seen by fans who want their look. When consumers see a celebrity wearing a
brand they are less apprehensive and scurry to purchase the item before it sells out. Celebrities endorsing other products has led to celebrity brands
success.
Literature Review
Twenty–five percent of advertisements use celebrity endorsements because it is an effective marketing tool that increases brand recognition and
purchase behavior (Spry 2009). The earliest celebrity endorsement dates back as far as the 1760's. Chinaware, trading cards featuring actresses and
cigarettes set

Impact Of Celebrity Endorsements On Brand Image

Recommended

Recommended

More Related Content

Similar to Impact Of Celebrity Endorsements On Brand Image

Similar to Impact Of Celebrity Endorsements On Brand Image (18)

More from Karrie Garcia

More from Karrie Garcia (20)

Recently uploaded

Recently uploaded (20)

Impact Of Celebrity Endorsements On Brand Image