Table of Contents
- 1 Describe the concept of branding and celebrity endorsement
- 2 What is the relationship between branding and celebrity endorsement?
- 3 Identify and explain some of the positive aspects of celebrity endorsement on the branding of an organization
- 4 What are some of the negative effects of celebrity endorsement on the branding of an organization?
- 5 Why should an organization align its brand personality with the celebrity?
- 6 What is the difference of the impact of negative publicity between male and female consumers?
- 7 How does male consumer behavior influence their shopping experience compared to female?
- 8 Describe some of the factors influencing male consumer behavior in comparison to female consumers
Describe the concept of branding and celebrity endorsement
Branding has become one of the most crucial business strategies of the organizations today (Baker, 2000). By creating recognition and identification, an organization is able to gain a sustained growth in the market place. This is mainly because the customers develop a trust and credibility factor and hence they are able to survive for a long time. It is usually seen that even if an organization faces a controversy then also the stakeholders do not doubt the integrity of the organization keeping the brand image into consideration thereby providing a sustained growth to the organization (Aaker, 2000). What exactly does branding mean? According to the American marketing association, a brand can be defined as a name, term, sign or symbol that helps the target audience in differentiating between the competing brands in the market place. The legal term for a brand is a trademark as per this concept….
What is the relationship between branding and celebrity endorsement?
Branding is highly crucial for an organization to survive in the competitive environment. This is mainly because gaining a sustainable competitive advantage is very crucial for an organization. A sustainable competitive advantage is a differentiation of an organization that cannot be copied by the competing brands for a long time. A positive brand image is one of the most effective sustainable competitive advantages in the contemporary world. This assists in the long run survival of the organization. For instance, Wal-Mart is considered as the largest retailer of the world in terms of sales and profits (Azad, 2009). The organization was incorporated in the year 1964 and has grown in leaps and bounds since then. Wal-Mart has always promised low prices to the customers and hence the tagline of the organization also promises ‘always low prices, always’. By creating high proficiency in the supply chain, the organization is able to reduce its cost and thereby transfer the benefit to the end consumer. Since the organization is considered as a leader in supply chain management and cost leadership, it has created a positive brand image in the minds and hearts of the target audience. Branding is highly correlated with the concept of celebrity endorsement in the contemporary world. This is mainly because ….
Identify and explain some of the positive aspects of celebrity endorsement on the branding of an organization
Celebrity endorsement has become a trend in the global markets today. Numerous multinational organizations such as Coca Cola, Pepsi and many others are using celebrities to endorse their products. This is mainly because of the different positive aspects associated with celebrity endorsement. Firstly, celebrity endorsement allows the organizations to break the clutter in the market. Clutter is one of the major problems that the organizations are facing today. Clutter may be defined as the chaos that is one the media vehicles because of high number of advertisements (Fill, 2002). It is usually seen that the consumers are attentive towards the advertisement or may not recall it as they are exposed to a high number of advertising efforts every day. However, with the help of celebrity endorsement, an organization can easily catch the attention of the customers and also make sure that the consumers recall it at the time of purchase decision. This will happen because…..
What are some of the negative effects of celebrity endorsement on the branding of an organization?
Every coin has two sides and hence celebrity endorsements may also have negative impact on the branding of an organization in the following manner. Firstly, if a celebrity can make a brand then the same celebrity may break it as well (Azad, 2011). This implies that if a celebrity is associated with the brand then the consumers might recognize the organization with the help of the celebrity. However, if the celebrity enters into any kind of controversy then it may spread a negative word of mouth for the brand. Secondly, the celebrities…….
Why should an organization align its brand personality with the celebrity?
Brand personality is a broad concept that includes the tangible and intangible traits of a brand (Baker, 2000). For instance, values, features, interests, and heritage etc. It describes a brand in terms of human characteristics. Brand Personality is a component that differentiates one brand from the other. It is the total of intangible assets of the brand. It is the representative aspect of brand (Azad, 2011). For instance, Harley Davidson motorcycle is mostly seen as a bike for freedom-seeking and macho person. Every organization should seek to create its own personality amongst the target audiences that can assist it to become more effective and generate a competitive advantage as well (Fill, 2002). However, at the time of signing a celebrity for the brand endorsement, the organization needs to align the personality of the brand and the celebrity. This is because….
What is the difference of the impact of negative publicity between male and female consumers?
It has been usually seen that a major gender difference can be experienced in the consumer behavior studies (Assael, 2002). This implies that both the males and females have different purchasing patterns and styles that may or may not be affected by the external factors. According to a research conducted by Sharma (2014) with a sample size of 7000 respondents (3500 males and 3500 females), it was found that the males are more rational in their purchasing decisions whereas the females are more emotive in their purchasing decisions. The research further highlighted that the external factors such as the negative word of mouth or negative publicity of a brand may have a huge impact on the purchasing behavior of the females. This is because….
How does male consumer behavior influence their shopping experience compared to female?
Numerous researchers have researched on the concept of male shopping behavior and they have different viewpoints on the subject matter. According to Gustafson (2015), the shopping behavior of the males is very much different from the manner in which the females shop. This is quite evident from the consumer behavior studies. According to a research conducted by Gustafson (2015), the shopping behavior of the males and the females was studied in reference to a new product launch. This research had a sample size of 7000 out of which half were males and half were females. In this research work, it was found that in case of a new soap launch, the females were first inclined towards testing the samples of the product or were found focusing on purchasing small quantities in order to make sure that they purchase the right product for them. On the other hand,…….
Describe some of the factors influencing male consumer behavior in comparison to female consumers
One of the factors influencing male shopping behavior is associated with the time spent inside the retail stores or while purchasing the products. According to Teije (2015), the males do not like to spend more time in making their purchase decision. Usually they get bored after 26 minutes of shopping. This can also be correlated with the convenience factor. Since the males want to quickly make their purchases, they are more likely to visit the stores that are located near to them rather than travelling an extra mile for making the purchase decisions (Lee, Ibrahim & Hsueh-Shan, 2005). According to a study by Wharton School (2007), the males do not consider shopping as a social or a leisure activity. They mostly treat it as a buying hunt and focus on purchasing what they like in the first impression rather than browsing more items and comparing it with the one that is shortlisted. This study has also mentioned that the males face a cognitive dissonance (post purchase dissatisfaction) if the sales official do not provide them with adequate knowledge of the product or does not assist them in recommending the right product specifically in the fashion products category such as the apparels, footwear, jewels etc. (Hansen & Jensen, 2008). In references to the store design, the males always……