Preview

Effectiveness of Celebrity Endorsements for Non-Profit Organization

Powerful Essays
Open Document
Open Document
7714 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
Effectiveness of Celebrity Endorsements for Non-Profit Organization
ASSIGNMENT COVER SHEET
Every piece of written work you submit for assessment must have this cover sheet attached. Please type in your details then copy and paste to the front of your assignment and save the file ready to upload.

COURSE DETAILS Course Code: RBUS2900 Course Co-ordinator: Dr. Ravi Pappu

Course Name: Business Research Methods Assignment No: 2B Assignment Due Date: 28/05/2012

STUDENT CONTACT DETAILS Student Number: James Jun Qiang Low Ng Han Siong Derrick Bram Wijaya Peng Yang Cheng

Student Name: 42683346 42485184 42734480 42602600 Email Address: Low.james@me.com Derrick.nhs@gmail.com bramw91@yahoo.com cpyang1990@hotmail.com

Work submitted may be subjected to a plagiarism detection process. If this process is used, then copies of this work would be retained and used as source material for conducting future plagiarism checks.
Due Date: 28/05/2012 Submitted date: 27/05/2012

RBUS2900 Business Research Methods Assignment 2B Tutorial report

Cover sheet
Student ID
42683346 42485184 42734480 42602600 Low Ng Wijaya Cheng James Jun Qiang Han Siong Bram Peng Yang WEDNESDAY, 12pm – 1pm T27 Assignment 2B TOM MAGOR

Surname

Given name

Tutorial date & time Tutorial group (e.g. T24: G1) Assignment Number Tutor’s name

Time Tutor

T6 Wed 12-1 Teegan

T10 Wed 10-11 Teegan

T14 Wed 1-2 Kim

Tutorial T15 T16 Wed Wed 8-9 9-10 Tom Teegan Tutorial T24 T25 Thu Thu 11-12 3-4 Max Max

T18 Wed 4-5 Kim

T19 Wed 5-6 Kim

T20 Tue 2-3 Kim

Time Tutor

T21 Tue 8-9 Rahil

T22 Tue 9-10 Rahil

T23 Tue 2-3 Rahil

T26 Tue 12-1 Tom

T27 Wed 12-1 Tom

T28 Mon 10-11 Max

RBUS2900 Business Research Method Assignment 2 Part B

RBUS2900: BUSINESS RESEARCH METHODS

Effectiveness of Celebrity Endorsements
For Non-Profit Organization
James Jun Qiang Low Ng Han Siong Derrick Bram Wijaya Peng Yang Cheng 5/28/2012

This is a research plan on how different celebrity related factors influence donor/volunteer perceptions of the


References: Mowen, J.C. & Brown, S.W. 1981. On Explaining and predicting the effectiveness of celebrity endorses. Advances in Consumer Research, 8(1): 437441 437 Cronley, M. L., Kardes, F. R., Goddard, P. & Houghton, D. C. 1999. Endorsing products for money: The role of the correspondence bias in celebrity advertising, Advances in Consumer Research, 26: 627– 631 628
Continue Reading
View Writing Issues

You May Also Find These Documents Helpful

  • Best Essays

    A Study on the Influence of Celebrity Endorsements on the Public’s Attitudes Towards Non-for-Profit Organisations (Npos)
    • 4963 Words
    • 20 Pages

    A Study on the Influence of Celebrity Endorsements on the Public’s Attitudes Towards Non-for-Profit Organisations (Npos)

    The use of celebrity endorsement as a marketing platform has been increasingly engaged by companies. This is because it has been showed that celebrities have significant effects on attitudes toward the product and purchase intentions. (Friedman & Friedman, 1979, as cited in Gurel-Atay, 2010, p. 57)…

    • 4963 Words
    • 20 Pages
    Best Essays
    Read More
  • Powerful Essays

    Study on the Influence of Celebrity Endorsers to Product Sales
    • 5783 Words
    • 24 Pages

    Study on the Influence of Celebrity Endorsers to Product Sales

    The purpose of this paper is to investigate the influence of using celebrity endorsements on consumer buying behavior and product choice, and to provide guidance for marketing and advertising students with respect to the effectiveness of celebrity-product endorsement on influencing consumers buying decision process. This study was based on empirical approach. A convenience sample of 200 Marketing students from the College of Business and Accountancy were employed. The objective of the study is (1) to study the impact of celebrity endorsement on consumer buying behavior, (2) to study the influence of consumer’s gender, age and family income on their buying behavior on celebrity endorsed advertisement, (3) to understand the effectiveness of celebrity endorsement vs. non celebrity endorsement, and (4) effects of multiple celebrity endorsements and consumer celebrity attachment on attitude and purchase intention. Exploratory and Descriptive analysis and One Sample t-Test was used to analyze the data. The result of the study is found that the respondents were influenced by celebrity product endorsement in terms of buying decision process or product choice. Differences in celebrity’s gender were found to be varied with respect to the endorsed products and the target audience characteristics. The present research urged further studies to be carried on to examine the reasons behind the inability of using celebrities to influence consumers' purchasing…

    • 5783 Words
    • 24 Pages
    Powerful Essays
    Read More
  • Best Essays

    Effective Use of Celebrity Endorsement as an Advertising Strategy
    • 2892 Words
    • 12 Pages

    Effective Use of Celebrity Endorsement as an Advertising Strategy

    Miciak, A.R., and Shanklin, W.L., 1994. “Choosing celebrity endorsers”. Jourmal of Marketing Management, 3 (3). 50-59.…

    • 2892 Words
    • 12 Pages
    Best Essays
    Read More
  • Better Essays

    Effectiveness of Celebrity Endorsement
    • 1225 Words
    • 5 Pages

    Effectiveness of Celebrity Endorsement

    Billions of dollars are spent every year on celebrity endorsements, but do the rewards of celebrity endorsements really outweigh the risks? Is it truly an effective and efficient way for brands to spend their advertising budget? I strongly believe that no amount of celebrity endorsement can replace a good advertisement with a strong, watchable message and clever execution. In this paper I am going to explain my reasons as to why I do not think celebrity endorsements are worth the risk.…

    • 1225 Words
    • 5 Pages
    Better Essays
    Read More
  • Good Essays

    Celebrity Endorsement
    • 8279 Words
    • 34 Pages

    Celebrity Endorsement

    Bardia Yousef hakimi Faculty of Management, Multimedia University, Cyberjaya, Malaysia E-mail: Bardia_hkm@yahoo.com Tel: +60174152606 Abed Abedniya Faculty of Management, Multimedia University, Cyberjaya, Malaysia E-mail: Abed.abedniya@gmail.com Tel: +60126808177 Majid Nokhbeh Zaeim Faculty of Management, Multimedia University, Cyberjaya, Malaysia E-mail: Majid.Zaeim@gmail.com Tel: +60173587896 Abstract Nowadays, celebrity endorsement is used more than ever before in companies’ sales strategies and marketing campaigns. Generally the types of celebrities who are used to endorse products are music artists, movie stars, and also famous athletes and sportsmen. This study sets out to find the amount of influence that celebrity endorsers have on customers and also the brand image as a whole. To reach this goal, there are five research questions mentioned that will help us come to a conclusion about celebrity endorsement. As there have been few academic literatures on the topic of the effectiveness and usefulness of celebrity endorsement in the field of advertising, I set it as the main goal of my studies to investigate the influence of celebrity endorsement as a promotional technique in Malaysia’s markets, by studying how much Malaysian consumer behaviors are effected by celebrity endorsement, and discovering the factors of celebrity endorsement that can affect the brand image. To appropriately gain the results required and, a questionnaire was distributed to a target group of consumers between the ages of 18 and 33 years old. This group of consumers came specifically from Multimedia University. The data collected from the surveys were studied, analyzed and utilized to come to suitable conclusions, which were ultimately used to find out whether…

    • 8279 Words
    • 34 Pages
    Good Essays
    Read More
  • Satisfactory Essays

    Impact of Celebrity Endorsements on Buying Behavior
    • 301 Words
    • 2 Pages

    Impact of Celebrity Endorsements on Buying Behavior

    The use of a celebrity in an advertisement is like the bridge between the producer and the consumer. For targeting the customers, they select the celebrity as per their product’s demand for e.g. life insurance companies for targeting the older customers endorses the celebrity which are more than 60 years and for the soft drinks and juices they endorses young celebrities.(Clemente N. Mark, 2002)…

    • 301 Words
    • 2 Pages
    Satisfactory Essays
    Read More
  • Powerful Essays

    Marketing Research Project
    • 4541 Words
    • 19 Pages

    Marketing Research Project

    6. Roozen et al(2009), The Relative Effectiveness of Celebrity Endorsement for Beauty, High- and Low Involvement Product Print Advertisements.…

    • 4541 Words
    • 19 Pages
    Powerful Essays
    Read More
  • Powerful Essays

    Celebrity Based Television Advertising
    • 2874 Words
    • 12 Pages

    Celebrity Based Television Advertising

    Research and experience show that consumers are most comfortable, and highly ready to spend, when celebrities endorse things that relate to their desired image. The perceived image of celebrities is likely to have a positive impact on product choice behavior (Goldsmith, Lafferty, and Newell, 2000; Mathur, Mathur, and Rangan, 1997). Consumers are likely to take more notice of celebrity advertisements and improve their level of product recall. In fact, the special influence of celebrity endorsement is further enhanced by the obvious features of television advertising. Television provides daily access to thousands of sport athletes, film and television stars, and other celebrities. This makes celebrity-based television advertising (CBTA) an attractive choice by advertising makers. The term CBTA will be used throughout this study to mean television advertising that depends primarily on celebrity endorsement to influence consumer brand choice…

    • 2874 Words
    • 12 Pages
    Powerful Essays
    Read More
  • Satisfactory Essays

    Celebrities in Advertising
    • 514 Words
    • 3 Pages

    Celebrities in Advertising

    The reason behind the popularity of celebrity advertising is the advertisers' certainty that the brand image will be built through the use of celebrities to achieve a high extent celebrities achieve a higher degree of attention and recall for consumers, which will eventually lead to higher sales. Although the potential benefits of using celebrity advertising to promote brand images and products are significant, so are the costs and risks…

    • 514 Words
    • 3 Pages
    Satisfactory Essays
    Read More
  • Good Essays

    Celebrity Endorsement
    • 8369 Words
    • 34 Pages

    Celebrity Endorsement

    The general belief among advertisers is that brand communication messages delivered by celebrities and famous personalities generate a higher appeal, attention and recall than those executed by non-celebrities. The quick message-reach and impact are all too essential in today's highly competitive environment.…

    • 8369 Words
    • 34 Pages
    Good Essays
    Read More
  • Powerful Essays

    Celebrity Endorsements
    • 19798 Words
    • 80 Pages

    Celebrity Endorsements

    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 the time when I was working on this project.I express my sincere thanks to my parents, friends who encouraged me throughout this project.…

    • 19798 Words
    • 80 Pages
    Powerful Essays
    Read More
  • Better Essays

    Impact of Celebrity Endorsement with Non-Celebrity Endorsement
    • 8001 Words
    • 33 Pages

    Impact of Celebrity Endorsement with Non-Celebrity Endorsement

    McCracken, Grant (1989), "Who is the Celebrity Endorser?" Journal of Consumer Research, 16 (December), 310-321…

    • 8001 Words
    • 33 Pages
    Better Essays
    Read More
  • Good Essays

    Celebrity Endorsement
    • 1481 Words
    • 6 Pages

    Celebrity Endorsement

    David, H ＆ Benedikte, A, 2003, ‘Factors predicating the effectiveness of celebrity endorsement advertisements’, Journal of…

    • 1481 Words
    • 6 Pages
    Good Essays
    Read More
  • Best Essays

    “the Impact of Celebrity Endorsement on a Customer’s Buying Behaviour”
    • 2559 Words
    • 11 Pages

    “the Impact of Celebrity Endorsement on a Customer’s Buying Behaviour”

    This literature review aims to provide a comprehensive account of the different theories which will provide frameworks for answering market research questions relating to “The impact of celebrity endorsement on a customer’s buying behavior” and using celebrities in advertising and endorsing different products. Various Theories selected within this literature review are those which constitute a core of consumer buying behavior theory in relation with the marketing principles. In particular, the literature is also reviewed which genuinely examines the influence and impact of celebrities in advertising and endorsing various consumer products.…

    • 2559 Words
    • 11 Pages
    Best Essays
    Read More
  • Powerful Essays

    Literature Review of Celebrity Endorsement
    • 1870 Words
    • 8 Pages

    Literature Review of Celebrity Endorsement

    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 been adopted by countries in Asia, Europe, and almost worldwide. Modern mass media (especially that of tabloids) has increased exposure of celebrities to the point that it is unavoidable to not be exposed to a celebrity face. The primary principle that celebrity endorsement works off of is the public recognition of the celebrity endorser as an admirable or desirable cultural force. It is not uncommon to view commercials from the past 10 years and see popular icons like Britney Spears endorsing a particular soft drink like Pepsi or Michael Jordan endorsing Nike as the number one brand for anyone that has even the slightest liking to sports. These celebrities among many others, are used to promote products, services, and ideas (Kambitsis et al., 2002). A reason for the increase in the usage of celebrity endorsing on various levels of mass media is almost exclusively due to the fact that this strategy results in more positive advertisement and product ratings (Dean and Biswas, 2001), as well as…

    • 1870 Words
    • 8 Pages
    Powerful Essays
    Read More

Related Topics