CELEBRITY ENDORSEMENTS EFFECTIVENESS & CONSUMER PRODUCTS IMAGE

Celebrity Endorsements Effectiveness & Consumer Products Image

Abstract

This study examines the multiple dimensions of celebrity endorsers and their relationships with product brand image. The data were tested against multiple regression analysis and the findings show significant relationships between all the five dimensions and product brand image, with the highest score for the credibility dimension. The original four-dimension framework was modified by adding the additional dimension of celebrity meaningfulness. Marketers have recognized the great ability of celebrity endorsers in getting attention, influencing brand preference, and stimulating purchase. Extensive use of celebrity endorsers reflects significant amount of money and time spent and have forced marketers to make sure the endorsers chosen are worth every cent they spent. Also author use J. Sainsbury case study to examine the use of celebrity endorsement in the formation of the retail image of leading European grocery distribution group J. Sainsbury, in particular, the process of transference of celebrity images to the product's image. The incorporation of Jamie Oliver well known as television celebrity.

Table of Content

Abstractii

CHAPTER 1: INTRODUCTION1

Overview1

Problem Statement2

Brand Image Building4

Outline of Chapters5

CHAPTER 2: LITERATURE REVIEW8

Background8

Effects of Celebrity endorsement10

Consumer perception about the Brand Image10

Brand Strategy12

Credibility of Celebrity13

Attractiveness of Celebrity14

Celebrity Likeability16

Celebrity Meaningfulness17

Theories on Effectiveness of Endorsers18

Celebrity Endorsement Programs Downside19

J. Sainsbury Celebrity Endorsement21

J. Sainsbury Jamie Oliver campaign22

Previous celebrity endorsement campaigns23

PESTEL Analysis26

Political Factors26

Economic factors27

Social factors28

Technological29

Environmental factors30

Legal factors31

SWOT analysis31

Porter's 5 Forces Analysis33

CHAPTER 3: RESEARCH METHODOLOGY37

Research method37

Quantitative Method37

Cross-sectional method37

Hypothesis38

Tested variables reliability39

Participants39

Qualitative Research Method40

CHAPTER 4: RESULTS AND FINDINGS42

Quantitative Data Analysis42

Empirical Findings44

Qualitative Analysis46

CHAPTER 5: CONCLUSIONS, RECOMMENDATIONS AND LIMITATIONS53

Conclusion53

Limitations57

Recommendations57

Further research58

References59

Bibliography68

Appendix73

Primary Research Questionnaire73

Graphs1

Garaph 1: Participants Gender1

Graph 2: Participants Age1

Tables1

Table 1: Five Dimensions and Sub Variables1

Table 2: Result of the Reliability Test for Four Celebrity Endorsers' Characteristics1

Table 3: Results of the KMO and Barlett's Tests2

Table 4: Communality2

Table 5: Total Variance Explained2

Table 6: Rotated Component Matrix3

Table 7: Regression Results for Each Dimension4

CHAPTER 1: INTRODUCTION

Overview

The phrase “celebrities” pledges exhilaration, amusement and fun. They are certainly the aim of vigilance of thousands of people. People are inquisitive about their ways of life, mysteries, and personalities. They even desire to understand what goods the celebrities generally consume. For marketers, it boasts a promise to make profit. Over latest decades, the use of “celebrities advertising” has expanded rapidly. In 1975, only 15% of major time television advocating boasted celebrities (Forkan, 1975). In 1978, it went up to 20%, and roughly 10% of the dollars expended on television advocating boasted celebrities (Sherman, 1985). In supplement to critical affray, the unchanging change in the market natural environment has left little room for merchandise differentiation. As a outcome, trading connection devices have become the means to keep and boost market share. In the endorsement context, conclusions considering the kind of endorser to use have become very significant for three causes (Freiden, 1984). First, the charges for celebrity gifts can be substantial. Secondly, the charges for nationwide advocating, particularly on TV, are exceedingly high. And eventually, the kind of spokesperson sways the grades of perception and recall (Friedman and Friedman, 1979).

For demonstration, the use of celebrity player Tom ...