ManagementParadise.com : Worlds Leading Management Portal. MBA | Classroom, Boardroom and Beyond


Go Back   ManagementParadise.com Forums - Your MBA Online Degree Program and Management Students Forum for MBA,BMS, MMS, BMM, BBA, students & aspirants. > Projects HUB for Management Students ( MBA Projects and dissertations / BMS Projects / BBA Projects > Resolve Your Query - Get Help and discuss Projects > Marketing Management ( RM , IM )

Mechanism and theories of celebrity endorsement

Mechanism and theories of celebrity endorsement

Discuss Mechanism and theories of celebrity endorsement within the Marketing Management ( RM , IM ) forums, part of the Resolve Your Query - Get Help and discuss Projects category; Mechanism and theories of celebrity endorsement Celebrity endorsements give a brand a touch of glamour and the hope that a ...

Reply

 

LinkBack Thread Tools Display Modes
Advertisements
Mechanism and theories of celebrity endorsement
Old
 (1 (permalink))
Sunanda K. Chavan
sunandaC has a spectacular aura aboutsunandaC has a spectacular aura aboutsunandaC has a spectacular aura about
 
sunandaC
Management Paradise Guru
 
Status: Offline
Posts: 6,685
Join Date: Jul 2010
Mechanism and theories of celebrity endorsement - September 20th, 2010

Mechanism and theories of celebrity endorsement


Celebrity endorsements give a brand a touch of glamour and the hope that a famous face will provide added appeal and name recognition in a crowded market. In the battle for the mind, you get the customer excited by showing him a known face, and an effective demand is created. In short it helps increase the recall value of the brand. A piece of research states that the target audience age group of 15-30 gets influenced first by cricketers, then Bollywood stars and only then music, festivals and food4.

According to Source Credibility Theory5, acceptance of the message depends on 'Expertness' and Trustworthiness' of the source. Expertness is defined as the perceived ability of the source to make valid assertions. Trustworthiness is defined as the perceived willingness of the source to make valid assertions. Audience acceptance increases with the expertness of the source and the ability of the audience to evaluate the product.

According to Source Attractiveness Theory, which is based on social psychological research, the acceptance of the message depends on familiarity, likeability and similarity. Familiarity is the audience's knowledge of the source through exposure; likeability is the affection for the source's physical appearance and behavior while similarity is the resemblance between source and receiver.

This theory explains the message acceptance in two ways: Identification and Conditioning. Identification is when the receiver or the target audience of the communication begins to identify with the source's attractiveness, and hence tends to accept his opinions, beliefs, habits, attitudes etc.

On identification, a quote from Bijou Kurien, COO, Titan, "We decided on Aamir because we wanted someone who is a bit iconic, who is style-conscious himself, and somebody who cuts across both sex and age group, between urban and rural India. A celebrity who is mouldable and who is not over-exposed". Conditioning is when the attractiveness of the source is supposed to pass on to the brand after regular association of the source with the brand.

Grant McCracken6 has criticized the previous two theories and proposed the Meaning Transfer Theory. The theory explains that a celebrity encodes a unique set of meanings which if well used can be transferred to the endorsed product. Such a transfer takes place in three stages – encoding meanings, meaning transfer, meaning capture (Figure 1).

I. Encoding Meanings: Each celebrity has a unique set of meanings, which can be listed by age, gender, race, wealth, personality or lifestyle. In this way, the celebrities encode a set of meanings in their image. For example Preity Zinta can be seen as a lively, charming, bubbly, witty and enthusiastic.

II. Meaning Transfer: This stage transfers those meanings to the product. When skillfully portrayed, celebrities can communicate this image more powerfully than lay endorsers.

III. Meaning Capture: This assumes that consumers purchase products not merely for their functional value but also for their cultural and symbolic value. The theory says that consumers buy the endorsed product with the intention of capturing some of the desirable meanings with which celebrities have passed on to the product. This is more eminent in lifestyle products like clothes, perfumes, cell phones etc.
Advertisements
Friends: (0)
Reply With Quote
Related to Mechanism and theories of celebrity endorsement
 

Similar Threads

Thread Thread Starter Forum Replies Last Post
Celebrity endorsement Sunanda K. Chavan Marketing Management ( RM , IM ) 0 September 20th, 2010 02:35 PM
celebrity endorsement Roshni Bhatia Marketing Management 2 September 13th, 2010 01:19 PM
Celebrity Endorsement Wasiqh Ulla Ulla Marketing Management 0 April 26th, 2010 05:19 PM
celebrity endorsement sparkle Miscellaneous Project Reports 5 March 9th, 2010 04:44 PM
celebrity endorsement rsumeet Marketing Management 14 October 1st, 2008 10:50 AM
 

Reply

Bookmarks

Tags
celebrity, endorsement, mechanism, theories

Thread Tools
Display Modes

Posting Rules
You may not post new threads
You may not post replies
You may not post attachments
You may not edit your posts

BB code is On
Smilies are On
[IMG] code is On
HTML code is On
Trackbacks are On
Pingbacks are On
Refbacks are On


Login
Forgot Password?  New User?
  

» Ads





» Recent Threads

Learning the Ropes with...
Last post by Ferlin Simon
2 Hours Ago 09:07 AM
1 Replies
solution manual on... ( 1 2 3... Last Page)
Last post by Fahri Yulandani
5 Hours Ago 06:24 AM
33 Replies
Dissertation Project
Last post by Yves Lutumba
7 Hours Ago 04:25 AM
0 Replies
My struggles transformed...
Last post by Joel Francis
16 Hours Ago 07:47 PM
1 Replies
How To Choose The RIGHT...
Last post by Joel Francis
1 Day Ago 11:43 AM
0 Replies
Choosing the Factual PR...
Last post by Joel Francis
1 Day Ago 11:42 AM
2 Replies
NOTES ON PUBLIC RELATION ( 1 2)
Last post by Rosario Steve
1 Day Ago 10:50 AM
10 Replies
This true story won...
Last post by Joel Francis
1 Day Ago 02:11 PM
0 Replies
Balley Price Holdings pa...
Last post by Val Berro
2 Days Ago 08:16 AM
0 Replies
Solution manual on... ( 1 2 3... Last Page)
Last post by Rishubh Satiya
2 Days Ago 05:53 AM
39 Replies
Soultion manual on... ( 1 2 3... Last Page)
Last post by Umberto Palazzo
2 Days Ago 04:21 AM
64 Replies
Solution Manual on... ( 1 2)
Last post by Santo Sammy
2 Days Ago 04:02 AM
17 Replies
Solution manual on... ( 1 2)
Last post by Jemsoo Seven
2 Days Ago 07:22 PM
14 Replies
international banking...
Last post by Aaina Khan
2 Days Ago 02:22 PM
9 Replies
Who are your five...
Last post by Justin Chouhan
2 Days Ago 01:06 PM
4 Replies

» Projects Helpline

project on privatisation
Last post by Shatrughna Bhoir
1 Week Ago 08:05 PM
topics related to 100...
Last post by Rachini Pandey
1 Week Ago 10:35 PM

» THE BIG FIGHT

No Threads to Display.
ManagementParadise.com is not responsible for the views and opinion of the posters. The posters and only posters shall be liable for any copyright infringement.


Management Paradise
About Us
Press
Jobs
Contact Us
Kartik Raichura
Legal
Terms & Conditions
Privacy Policy
Disclaimer
Copyrights
Help
Zeitgeist
Support
FAQs
Tour
Feedback
Partners
Follow
Copyright © 2004 - 2013 Management Paradise. Site Developed by Available.co.in