Celebrity Endorsement

Frame of reference

The management dilemma being discussed in the article is the influence of the credibility of celebrities on consumer-based equity of an endorsed brand. Celebrity endorsements is a very significant issue in the media, since it clearly explains how effective it is to use celebrity endorsements in the media. The problem has been embedded in the introduction, whereby the author has clearly explained what the article will be discussing through the thesis statement (Amanda, Ravi & Bettina, 2011).

Purpose of Study

The research was conducted in order to examine the influence of celebrities on consumer based equity of endorsed brands (Amanda, Ravi & Bettina, 2011). The research therefore provides a clear insight on the impact which celebrity endorsements have on consumer based of any endorsed brands.

Review of the Literature

The content of the literature review fully relates to the article’s frame of reference, since the research has clearly explained and provided evidence on the impact celebrity endorsement on brand recognition. I think discussing the long-term effects which celebrity endorsements have on the sales of brands, would help in adding depth to the literature review (Amanda, Ravi & Bettina, 2011).

Method & Sampling

The article uses both Qualitative and Quantitative analysis, in order to come up with very distinct information. The qualitative method was conducted through a field of experiments, in a city in Australia, where the types of branding were manipulated into two levels, this was, the parent brands and sub-brands. (Amanda, Ravi & Bettina, 2011). On the other hand, the qualitative was used in the collection of data whereby people above the age of 18 years were used, whereby every tenth buyer was asked to participate in the study. The approach is appropriate since it was conducted using actual consumers, thus coming up with actual figures. The setting was selected based on the rate at which consumers bought certain goods. The respondents and the units were selected based on the areas which showed a high consumer rate.

Analysis

The data collected was analysed using both qualitative and quantitative analysis, whereby the results received from the qualitative analysis were backed up by the quantitative analysis, as proof that the research was effective (Amanda, Ravi & Bettina, 2011). The analysis is explained in detail thus enabling one to understand how they reached the results. The analysis is appropriate since it provides clear analysis, before presenting the figures.

Conclusion

It was concluded that there is a brand relationship between brand credibility and celebrity endorsements (Amanda, Ravi & Bettina, 2011). Celebrity endorsements creates brand credibility hence increasing the sales of products. The conclusions are clearly justified by the results, since the conclusion backs the results.

Recommendations

The recommendations were both practical and theoretical hence helping in improving the performance of businesses through celebrity endorsements (Amanda, Ravi & Bettina, 2011).

 

References

Amanda. S, Ravi Pappu, & Bettina Cornwell. (2011). Celebrity Endorsement, Brand Credibility and Brand Equity: European Journal Marketing 45.