Literature Review On Celebrity Endorsement

Now a day it’s the best strategy used by marketers to influence customers by showing celebrities with their products, it includes different appeals lie, exciting, absurdity, sexual etc. Belch, G. and Belch, M. (2008) acknowledged that the main aim of formulating such strategies is to get high brand revelation, longing, concentration and curiosity. To do so, marketers attach famous personalities’ with their products. McCracken (1989) stated that these famous personalities’ had great influence on the consumer’s buying behavior that’s why it becomes the most attractive tool of advertising now a day. The major aim to do advertising and adopt this strategy is to influence customers towards the products (Ohanian

The author establishes an objective tone towards the advertising company. Jozui’s statement regarding that celebrities should not be participating in commercials because it is defrauding of the purchasers intelligence is acknowledging true. In confutation, big businesses use celebrities to make more money but not everyone buys the product for the celebrity. To support this, Jozui states, “The audience is expected to transfer approval of the celebrity to approval of the product” to show that many people only get a product with the

Trouiller and colleagues’ (2002) evidence supports the claim that the pharmaceutical industry’s intent is to profit from research given their reluctance to develop new therapies that would help millions due to costs and risk of investment. Consequently, subjects are then merely a means. Given this, it seems relevant to consider a deontological perspective. When the intent of the research is to produce therapies for profit, the intent ignores the social duty to help and only benefits a few. Moreover, when intention is to profit, people become means and not the ends.

Utilitarianists accept the policy in this way, so this is a fact that one good will not be esteemed to someone who if he or she has more of it, than to somebody who has a less amount of that good. For example, additional money means significantly less to person who has much money than person who has less money. In this way, it means that loosing of satisfaction for rich people means less than the increasing of satisfaction of beggars, when the goods are distributed in equal way. For this reason, a distribution of goods boosts the whole satisfaction and happiness in people. In despite of that, utilitarianism does not protect this kind of rigid equal society, therefore, there will be negatively impact for a motivation of the solid people, workers and the general happines of whole people.

• By building economies of scale so that it can lower the fixed cost per unit. • Building capacities and spending money on research and development. New entrants are less likely to enter a dynamic industry where the established players such as Twitter, Inc. keep defining the standards regularly. It significantly reduces the window of extraordinary profits for the new firms thus discourage new players in the industry. Bargaining Power of

Another downside that is frequently ignored is whether CSR is consistent with brand concepts. A recent study shows that conveying CSR messages of luxury brands like Rolex causes consumers to lower the evaluation of the brand (Torelli, Monga & Kaikati, 2012). The rationale behind the surprising result is that luxury brands tend to propagate “self-enhancement concept”, which emphasizes on the dominant possession of resources, while the essence of CSR is welfare for all (Torelli et al., 2012). The dilemma is fairly challenging for luxury brand managers when general public demands disclosure of CSR but their target consumers disrelish

Hence, when it announces the acquisition, firm value may drop simply because investors conclude that the market is no longer growing. The acquisition in this case does not destroy value; it just signals the stagnant state of the market. Why do sellers earn higher return? Buying firms are typically larger than selling firms. In many mergers there are so much larger that even substantial net benefits would not show up clearly in the buyer’s share price.

With their production facilities being located in the US the stability of the dollar can have an impact on the corporation in multiple ways. Weak dollar can decrease assets and ability to acquiring credit. Sales can be less profitable in foreign markets in comparison to foreign currency. T2 Intense competition .1 4.5 .45 Northrop Grumman 's key competitors are Lockheed Martin, Boeing, and Raytheon. With this competition job acquisition and profit margins can be reduced.

CELEBRITY ENDORSEMENT Definition It is a form of brand or advertising campaign that involves a well known person using their fame to help promote a product or service. Manufacturers of perfumes and clothing are the some of the most common business users of classic celebrity endorsement techniques, and launch event appearances, in the marketing of their brands. History of celebrity branding Through the 1760s, royal endorsements were used as a type of celebrity branding to promote a products. The first product that used celebrity endorsements was in 1760’s, where a company called “Wedgwood” who produced pottery and chinaware ,it used as a endorcement in promoting a project. In 1875-1900’s trade cards were introduced, this is where there would

Attractiveness of celebrity endorsement will grab intention of consumers. Celebrity endorsement is used by companies to enjoy media exposure. Brand equity will be improved due to celebrity endorsement (Farrell, Karels, Monfort and McClatchey, 2000; Erdogan et al., 2001). Celebrity endorsement will give companies a competitive advantage over similar brands. However, celebrity endorsement will not be effective if they endorse more than one brand (Solomon,