Dissertation Celebrity Endorsement | Study

Running head: RESEARCH PAPER 0
DISSERTATION
FEBRUARY 17, 2020
STUDENT DETAILS:

RESEARCH PAPER 1
Contents
Chapter 1: Introduction....................................................................................................................2
Research aims..............................................................................................................................3
Research objectives......................................................................................................................3
Research questions.......................................................................................................................4
Questioners...................................................................................................................................4
Survey through Questioners –......................................................................................................4
Interview Questioners..................................................................................................................6
References........................................................................................................................................8

RESEARCH PAPER 2
Chapter 1: Introduction
The endorsement is considered as the category of communication where one individual speaks in
a favour of products as well as brands. The celebrity endorsement is an extension of the
endorsement in which a celebrity, either film stars (social workers or sportsmen) perform like
brand ambassadors. The celebrity endorsement is like power booster for the sporting products
and brands. It is a best promotional method to render recommendations for the user. The fans are
considered as critical influencers of the success of products in sport marketing. There are various
benefits of celebrity endorsement such as develop connection between products and skills of
celebrities, as well as build brand equity. It also helps a company to get more profits by
increasing sale. It is essential to consider various factors that affect celebrity endorsement
(Keshkar, et. al, 2018).
Before selecting the celebrity, the company should ensure the looks of celebrities. The celebrity
should be good-looking in term of appearance, intellectual abilities, existence, as well as athletic
abilities (Ardern, et. al, 2019). The smartness and attractiveness of celebrities increase the
chances of success of promotional campaign. They should be chosen as per the nature of brand.
Secondly, it is also significant to consider the credibility of celebrities. The personal credibility is
significant thing to be taken into consideration in this word of mouth. It can see that high
credible celebrities get more attention from the people. The companies are also required to put
focus on the collaboration between brand and celebrity. In absence of the collaboration, the
people cannot be impressed with brand. The collaboration can be measured in term of
recognition, post, background, lifestyle, as well as personality (Van Everdingen, Hariharan and
Stremersch, 2019). It is very essential to make consistency between brand as well as endorser.