CRSE108 - Analyzing Nike's Expensive Endorsements: Brand Ethics

This report examines Nike's expensive endorsement strategy, focusing on how celebrity endorsements impact brand recognition and consumer behavior. It highlights endorsements from high-profile athletes and celebrities like Kobe Bryant, Kevin Durant, and LeBron James, noting the significant financial investment Nike makes in these partnerships. The report discusses how these endorsements influence consumer decisions by leveraging brand recognition and aspirational lifestyles associated with the celebrities. It concludes that while expensive, these endorsements are a crucial part of Nike's branding strategy, helping to create brand value and influence customers worldwide. Desklib offers similar solved assignments and resources for students.

EXPENSIVE ENDORSEMENT 1
STUDENT NAME:
STUDENT ID:
TOPIC: EXPENSIVE ENDORSEMENT NIKE
DATE: 30-05-2019

EXPENSIVE ENDORSEMENT 2
Introduction
Endorsements help in achieving a higher degree of trust, awareness and recognition for an
organization. expensive endorsements include celebrity advertising that influence the buyer to
purchase the product (Felix & Borges 2014). Nike’s expensive endorsements are discussed with
preposterous sound of several celebrities. Nike is one of the branded accessories company in the
world while people wearing Nike are noticeable.
Expensive endorsement
The expensive endorsement of Nike include Kobe Bryant, Kevin Durant, Maria Sharapova,
Rafael Nadal, Derek Jeter, Roger Federer, LeBron James, etc. These celebrities are handsomely
paid by Nike as they are attracts the customers. Some celebrities are paid with highest salaries
while being the celebrity influencer to buy the products and services while creating a brand
value. Consumer decisions get influenced with brand recognition and it is important to gain the
knowledge about the type of advertising while influencing worldwide customers (Plassmann
Ramsoy & Milosavljevic 2012).
Conclusion
Advertising campaign by the celebrities is connected on a higher pay scale and influences the
people by noticeable role models with aspiration products and lifestyle of a celebrity. Nike
endorsements are expensive as they have high celebrity influence. Branding is the source of
expensive endorsements that is analyzed in the case of Nike.

EXPENSIVE ENDORSEMENT 3
References
Felix, R. & Borges, A, 2014, Celebrity endorser attractiveness, visual attention and implications
for ad attitudes and brand evaluations: A replication and extension. Journal of Brand
Management, vol. 21, no. 7-8, pp. 579-593.
Plassmann, H., Ramsoy, T.Z. & Milosavljevic, M, 2012, Branding the brain: A critical review
and outlook. Journal of Consumer Psychology, vol. 22, no, pp. 18-36.