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dissertation范文-Celebrity endorsements

时间:2015-05-24 10:05来源:www.ukthesis.org 作者:英国论文网 点击联系客服: 客服:Damien
Celebrity endorsements
 
本文主要是探讨消费者购买名人代言的产品的动机以及其产生的影响,尤其是体育名人。本文说明了名人的相关研究和理论,以及它们是如何成为一个有吸引力的广告工具的。本文将重点放在体育名人是如何在广告中使用他们的天赋来成就自己的。
 
Abstract

The use of celebrity endorsements is becoming increasing popular amongst organisations to aid in advertising their brand in order to gain a competitive advantage. The use of celebrity endorsements are a means of creating awareness of the brand advertised. This investigations main purpose is to explore the influences that celebrity endorsements have on the consumers' motivation to purchase, in particular focusing on sports celebrities.

Celebrity endorsement have become a widely recognised form of advertising, however there is still some doubt as to whether celebrity endorsements are an effective technique in influencing consumers to purchase. This investigation will conduct essential research by critically analysing the academic literature, whilst undertaking further primary research to establish a broader insight into celebrity endorsement. Findings from the primary research will be analysed and discussed, finally a conclusion will evaluate primary research against the literature review.

Introduction

The author will present a general understanding of the topic, in the first chapter. Furthermore, the author will also present the problem area, which this study will be based on, followed by the purpose and outline of the study.

Nature of the Topic

This report will illustrate relevant research and theories on celebrity endorsement and how they are becoming an attractive tool within advertising. The central point of this investigation will focus on whether celebrity endorsement has an impact on consumer's motivation to purchase, and will be primarily looking at sports celebrities.

This investigation will emphasis on the use of sporting celebrities in advertisements as they have achieved their celebrity status through sporting success as opposed to it being either ascribed or attributed 'Achieved celebrity derives from the perceived accomplishments of the individual in open competition... In the public realm they are recognised as individuals who possess rare talents or skills.' (Rojek, 2001)

According to industry sources, approximately 20% of all television commercials feature a famous person, and approximately 10% of the dollars spent on television advertising are used in celebrity endorsement advertisements (Sherman, 1985 cited in Agrawal and Kamakura, 1995). Premeaux (2005 cited in Bailey, 2007) suggests the reason why this figure is so high is the 'ability of the celebrity endorser to get and hold attention with evidence of the positive impact of celebrity endorsers on brand recall'. Freiden (1984) concluded that celebrities are particularly effective endorsers because they are viewed as highly trustworthy, believable, persuasive, and likeable.(责任编辑:BUG)


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