Consumer attitudes towards celebrity endorsed products Dissertation

Consumer attitudes towards celebrity endorsed products - Dissertation Example Celebrity endorsements are considered to be scary and unstable but still the trend continues. Thus with the aim to establish whether celebrity endorsement on products have an effect on consumer purchasing such products, four objectives were stated in Chapter I. After extensive literature review in Chapter, qualitative research strategy based on content analysis method was adopted for this study. This study is purely based on secondary data and no fresh data has been collected. The study has achieved all the objectives. The study concludes that celebrity endorsement on products have limited effect on consumers. They create awareness and knowledge about the brand and the product but may not change the attitude towards the brand or alter the purchase intentions. The image of the celebrity should be able to communicate the message and this is based on the personality of the endorser. To survive in the competitive marketplace companies need to have a strong brand name and they use celebs to enhance their brand image. However, the marketers and advertisers appear to become over enthusiastic over time and enter into multiple endorsements and over exposure which potentially damages the brand. Advertisers have to be cautious in using a standardized approach across cultures and markets because consumer perception greatly differs across cultures. Strong celebs can generate high willingness to buy that product. It can create a brand narrative, increase the awareness of the company’s advertising, and use of celebrities has a positive impact on the stock returns of the company. However, over exposure of the celebrity may dilute the importance of the brand as the attention remains focused on the celebrity. Celebrity image is not static and this could impact the celebrity endorsement strategy of the company. This also impacts the consumer perception of the brand and the endorser. Table of Contents Chapter One: Introduction 1.1 Background 1 1.2 Rationale for the study 2 1.3 Research Aims and Objectives 3 1.4 Organization of the Study 3 Chapter Two: Literature Review 2.1 Chapter Overview 5 2.2 Definitions 5 2.3 Product and Brand 6 2.4 Celebrities and Brands 7 2.5 Advantages and disadvantages of celebrity endorsement 10 2.6 Brand enhancement through celebrity endorsement 12 2.7 Negative association with celebrity endorsement 14 Chapter Three: Methodology 3.1 Research Philosophy 16 3.2 Research phenomenon 16 3.3 Research methods 17 3.4 Research Strategy 17 3.5 Justification for content analysis 18 3.6 Data analysis 19 3.7 Sampling 19 3.8 Reliability and Validity 19 3.9 Ethical concerns 20 Chapter Four: Findings & Discussions 4.1 Celebrity endorsement and consumer purchase intention 21 4.2 Importance of brand name and the role of celebrity 25 4.3 Advantage and disadvantages of celebrity endorsements 26 4.4 Discussion 28 Chapter Five: Conclusion and Recommendation 5.1 Conclusion 32 5.2 Limitations 34 5.3 Recommendation for further research 34 References 35 Tables Table 4.1 Successful and Unsuccessful Celebrity Endorsements 22 Table 4.2 Table 4.2 Successful and Failed Endorsements with reasons 27 Chapter One: Introduction 1.1 Background Globalization and the power of the modern media over consumer societies have contributed to the phenomenon of using celebrities to endorse consumer products. Celebrities today have become an important part of the marketing communication process because brands love

Milton Babbitt Essay Example | Topics and Well Written Essays - 500 words

Milton Babbitt - Essay Example Such a composer creates a commodity that has negative market value and is little performed. A condition of musical and societal isolation is created which gives the composer an advantageous position to forward his music. It also results in the creation of new music. The music employs a tonal quality that is more efficient than its derivatives. The increase of meaningful pitch materials and the functions associated with the musical event would be multiplied. Each event is located in a five dimensional musical space that is determined by pitch-class, register, dynamic, duration and timbre. Musical compositions under discussion possess a high degree of contextuality and autonomy. The principles of relatedness which determines the coherence of continuity are more likely to evolve in the course of the work rather than from generalized assumptions. In many fundamental respects this music is â€Å"new†. It represents a vast extension of the methods of other music. Such rooted composition elicits comparable knowledge and experience from the listener. A listener will be puzzled and bored by such a composition. This is understandable but what is undesirable is the translation of this boredom into resentment. Advanced music reflects the knowledge and originality of the composer. It can scarcely be expected to appear intelligible to a person whose musical knowledge is less than extensive. A person with limited knowledge of music is not capable of understanding advanced music just as a layman is not equipped to make sense out of advanced mathematical theories. Circularity seems to be the norm where criticism is concerned and personal tastes are converted based on general principles. For most critics, the music they dislike is â€Å"not music† and if they do not like the music of certain composers, then they are â€Å"not composers.† Therefore passing judgment or criticism on music is best left to professional journals. The music critic understands that