Introduction The use of celebrity endorsements in advertising has become a trend and a perceived winning formula of corporate image building and product marketing. As existing media get increasingly cluttered, the need to stand out has become paramount and celebrities have proved to be the ideal way to ensure brand prominence. Academic researchers have conducted sufficient empirical research to express the benefits of product endorsement, in addition to the intuitive arguments that rationalize this practice (Till and Shimp, 1998). Celebrities have the potential of helping the advertisements stand out from the surrounding clutter, guiding towards an improved communicative ability by cutting through excess noise in a communication process (Sherman,
There have been different definitions for the concept of celebrity endorsers. In 1989, McCracken defined a celebrity endorser as a person “who enjoys public recognition and uses this recognition on behalf of a consumer good by appear with it in an advertisement”. Gupta (2009) considered celebrity endorser as a person who can use their name to get public attention, raise public interest and generate profit prom the public. In other words, associating with a celebrity allows companies to create background stories and eventually, the product or brand will receive attention from the public. A celebrity endorser can also be understood as a person who is known by the public when appearing in an advertisement with a product to promote that product (Mc Donald, 2002).
An important part of this commercial was the use of well known celebrities to attract certain people. By using these rhetorical elements, Amazon is able to make their product seem like an essential part of every household, while keeping their audience laughing. Amazon uses these rhetorical devices to persuade their audience into buying an
This strategy was the contributing factor of the company's mission statement which says; "we delight customers worldwide". The consortium defines innovation, develop experiences, live responsibility and model the company. Audi's objective in its marketing strategy has been to achieve financial strength, grow continuously and become the world leader in regards to the development of luxury cars (Katrin,
Panda Company owns retail chain markets more than 481 branches of the various markets, "Panda" and "Hyper Panda" and "Pandati" making it the largest company in the retail sector in the UK geographic presence and widely currently covers 38 cities in the Kingdom today. The company provides its services and products to more than 400 hundred million visitors a year, through a variety of "Panda" and "Hyper Panda" and "Pandati" markets. Panda applied marketing strategy designed to provide the best goods with lees price. Additionally to offer creative promotions. Characterized Panda company markets retail presence with its own brand "Panda" and sold exclusively within their markets only products which is high quality products at competitive prices,
Using celebrities can help companies to design unique ads and engender a positive effect on the attitude and sales intention towards the brand (Ranjbarian, Shekarchizade & Momeni, 2010). Celebrity endorsement has been applied for many years. The strategy of celebrity endorsement has positive result for both company and celebrity. Using a celebrity, the consumer receives a positive feeling of security and association. Consumers would like to recognize themselves with the celebrity and they buy the product because they would like to be as the celebrity.
With brand ambassadors who aim to embody the vision of the brand, it clearly delivers a message that the range of products involved caters to the ‘elite’ economic strata of the society. Alike L’Oreal Paris, Lancôme too would have to adopt a strategy that develops a good customer lifetime value. c. Giorgio Armani: By having brand ambassadors who symbolize an elite group, it is apparent that the product range too caters to a class with a good amount of disposable income. It would probably involve itself in more endorsements by people who can trigger an aspirational lifestyle. Moreover it would also actively involved in diversification.
Spend RM50 and above in will free upin & ipin T-shirt. They also organized Contest for Foto Creativiy KFC Upin & Ipin to attracting people. This enhance participant involved become Upin & Ipin supported. d. Place The Upin & Ipin company select the place for them to sell the product carefully. For example, the Upin & Ipin company select Melaka Wonderland Sdn.
Consumer brand relationship has got significant important based on its potential to influence consumer behavior in the favor of the firms, which makes consumer relationship marketing an interesting area of research ( Keller 2012). Strong consumer brand relationship has got the significance in the existing global marketplace, because myriad of brands are available in the market with an exceptional value offering, to meet consumer needs and wants. In such scenario researcher have argued that a strong brand relationship and consumer emotional attachment with the brands can play an effective role in effective consumer marketing (Fournier 1998). A strong consumer brand relationship constitutes different elements here the main are, brand evangelism,