Celebrity Endorsement
Table of Content
Project Background ……………………………………………………………………………………………. Synopsis ……………………………………………………………………………………………………………… The Impact …………………………………………………………………………………………………………. Definitions of Celebrities ……………………………………………………………………………………. Important Celebrity Attributes …………………………………………………………………………… Need for Celebrity Endorsement ……………………………………………………………………….. The Process of Celebrity Endorsement ………………………………………………………………. Celebrity Selection ……………………………………………………………………………………………. Brand, Celebrities, & Consumers ………………………………………………………………………. Facts …………………………………………………………………………………………………………………. The Arguments for Celebrity Endorsement ………………………………………………………. Brand Image & Celebrity ………………………………………………………………………………….. Arguments Against Celebrity Endorsements ……………………………………………………. Risks Involved ………………………………………………………………………………………………….. Survey Findings ……………………………………………………………………………………………….. Limitations ………………………………………………………………………………………………………. Conclusion ………………………………………………………………………………………………………. Questionaire …………………………………………………………………………………………………… 03 04 07 08 09 10 11 12 15 17 18 19 21 23 25 30 31 33
[Impact Of Celebrity Endorsement On Consumer Behavior & Overall Brand Value]
Published in Jan. 2009 | 2 ublished
ACKNOWLEDGEMENT
I would like to express my gratitude to all those who gave me the possibility to complete this report. I am deeply indebted to my teacher Prof. Zafrullah Siddiqui whose help, stimulation suggestions and encouragement helped me in all the time of research and writing of this report.
I dedicate my work to my parents and friends.
Zaheer Ahmed Khan
MBA (Marketing) BIMCS Islamabad zaheerajk@gmail.com
This research report is presented subject to the condition that it shall not, by way of trade sold, and circulated without the author (s) prior consent in any form, binding or cover other then that in which it is printed until unless it is done for educational purpose s purpose. The author (s) asserts the moral right.
Printed in January 2009
Project Background ……………………………………………………………………………………………. Synopsis ……………………………………………………………………………………………………………… The Impact …………………………………………………………………………………………………………. Definitions of Celebrities ……………………………………………………………………………………. Important Celebrity Attributes …………………………………………………………………………… Need for Celebrity Endorsement ……………………………………………………………………….. The Process of Celebrity Endorsement ………………………………………………………………. Celebrity Selection ……………………………………………………………………………………………. Brand, Celebrities, & Consumers ………………………………………………………………………. Facts …………………………………………………………………………………………………………………. The Arguments for Celebrity Endorsement ………………………………………………………. Brand Image & Celebrity ………………………………………………………………………………….. Arguments Against Celebrity Endorsements ……………………………………………………. Risks Involved ………………………………………………………………………………………………….. Survey Findings ……………………………………………………………………………………………….. Limitations ………………………………………………………………………………………………………. Conclusion ………………………………………………………………………………………………………. Questionaire …………………………………………………………………………………………………… 03 04 07 08 09 10 11 12 15 17 18 19 21 23 25 30 31 33
[Impact Of Celebrity Endorsement On Consumer Behavior & Overall Brand Value]
Published in Jan. 2009 | 2 ublished
ACKNOWLEDGEMENT
I would like to express my gratitude to all those who gave me the possibility to complete this report. I am deeply indebted to my teacher Prof. Zafrullah Siddiqui whose help, stimulation suggestions and encouragement helped me in all the time of research and writing of this report.
I dedicate my work to my parents and friends.
Zaheer Ahmed Khan
MBA (Marketing) BIMCS Islamabad zaheerajk@gmail.com
This research report is presented subject to the condition that it shall not, by way of trade sold, and circulated without the author (s) prior consent in any form, binding or cover other then that in which it is printed until unless it is done for educational purpose s purpose. The author (s) asserts the moral right.
Printed in January 2009