Leeds University Business School Celebrity street snap photos – A new form of celebrity endorsement to create fashion brand awareness and product desirability in the Asia market. Jill Yu-Lin‚ Wu Supervisor: Angela Carroll Date: August / 2013 Word count: 11‚879 This dissertation is submitted in part fulfilment of the requirements for the degree of the requirements for the degree of MA Corporate Communications and Public Relations FOR OFFICE USE ONLY SCRIPT NO
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Literature search‚ methodology used 5 2.3. Description of sub-topics 6 3. SUMMARY OF LITERATURE REVIEWED 8 4. A REVIEW OF CELEBRITY ENDORSEMENT 9 4.1. Effectiveness of celebrity endorsement 9 4.2. The consumer 10 4.2.1. Association to celebrity endorsement 11 4.2.2. Perception of association 12 4.2.3. Attitudes towards the endorser 12 4.3. Positive or negative effects of celebrity endorsement 13 4.4. Purchase intentions 14 5. CONCLUSION 15 5.1. Implications for practitioners 15 5.2. Implications
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ROLE OF CELEBRITY ENDORSEMENT ON CUSTOMERS 1 2 Mahak Saxena Prachi Mittal 3 4 Sneha Singh Jadaun Pradip Swarnakar GROUP NO-07 Email- 4swarnakar@gmail.com‚ 2prachimittal815@gmail.com ABV-INDIAN INSTITUTE OF INFORMATION TECHNOLOGY AND MANAGEMENT‚ Morena Link Road Gwalior-474010‚ Madhya Pradesh‚ India 1‚ 2‚ 3-Student ABV-IIITM‚ Gwalior 4-Assistant Professor‚ ABV-IIITM‚ Gwalior ABSTRACT and are ready to pay more whenever The celebrity endorser is a universal
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Cheuk Wong Celebrities are smart? Nah…. Oh‚ look‚ Lindsay Lohan is being accused of stealing from a necklace from a jewelry store. Yes‚ what you are reading is correct. A necklace. You would think a celebrity with more money than the ninety-nine percent of the population of America would be able to afford an eye-catching necklace. The jewelry store reported the necklace. Lohan was eventually caught after being photographed by the paparazzi wearing the necklace and video surveillance confirmed
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where a celebrity was going to jail for drinking and driving. As I sat and watched this happen‚ I thought about all the teens that looked up to this celebrity as a role model and how society feels about this person making such a bad mistake. Watching your role model go to jail is not the best thing‚ because you try to follow in their footsteps. However‚ it could cause you to ruin your life. Later that day‚ I went to the store and saw a magazine while waiting in line. It had had a celebrity on it and
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In comparison to how starting from a young age women are idolizing TV models who portray the ideal body image that every woman should have‚ but because celebrities are constantly updating what happens in their daily lives and create unrealistic body images that causes young women to admire them and aspire to be like them. Dsymorphia‚ a condition in which there is dissatisfaction with body appearance‚ is on the rise as young women struggle to reach perfection. Because they go through body changes
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computer screen‚ looking through the articles and pictures of all her favorite celebrities. She wishes she could become as skinny and beautiful as they are. This could be a harmless situation or it could damage her physical and mental health greatly. She could turn her life around in a positive way and push herself to do great things. However‚ there is a chance she could starve and think negatively about herself. Celebrity culture is continuously harming teens by the growing need of being noticed‚ making
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Celebrity Based Television Advertising – Understanding Indian Consumer Attitudes Megha Gupta (27019) Shilpa J (27074) Northern Institute of Integrated Learning and Management – Centre for Management Studies Introduction A central goal of today ’s advertising strategy is the persuasion of customers‚ who are becoming increasingly educated‚ sophisticated and selective. Obviously‚ the changes in markets and lifestyle are driving marketers to focus on more persuasive ways of promoting
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The Effectiveness of Celebrity Endorsement in India Abstract The practice of celebrities being used for rendering services other than performing their actual job as either an actor or an athlete‚ such as endorsements has proliferated over time. Despite the cost and the risks involved with this technique of advertising‚ it is been used quite extensively in the present era. The instrument of celebrity endorsement has nowadays become a pervasive element in advertising and communication management
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The Celebrity Influence on Teens of Today In today’s media‚ many people are exposed to material they see or hear which affects their choices on a day to day basis. Teenagers are the most common victims of the media because they are so vulnerable. One of the main causes of this media influence on them is celebrity behavior. Celebrities can change how a teen looks at him or herself in the mirror. They can also have an effect on a teen’s choices in bad habits. They have the power to persuade teens
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