Effectiveness of celebrity endorsements at Nike

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Effectiveness of Celebrity Endorsement at Nike A literature Review Name: Jenny Henley Student No. 20017345 Course: BA Marketing Yr 3 Lecturer: Dennis Harris Contents Page Number Introduction …………………………………2 Chapter 1 Definition of Celebrity Endorsement …………………………………3 The use of celebrities endorsements …………………………………4 Celebrity endorsement risks …………………………….…4-5 Chapter 2 Brand Attitude and purchase intentions …………………………….…6-7 Source Credibility …………………………………8 Source Attractiveness …………………………………9 The Match Up Hypothesis ……………………………10-11 Role of Transfer of Meaning Model …………………………....11-12 Chapter 3 Does Celebrity endorsement work? ……………………………..…13 Effectiveness of Celebrity endorsement at Nike ………………….....14-15 Conclusion ………………………………..16 Bibliography …………………………….17-19 Introduction Why I choose the topic Celebrity endorsements have always interested me. I wanted to study how important celebrity endorsements were to the advertising industry. The billions of dollars spent per year on celebrity endorsement contracts show that celebrities, like Liz Hurley, Britney Spears and Tiger Woods, play an important role for the advertising industry I felt that the adverts never motivated me to buy, but I wanted to analysis why they are so popular and how advertisers get them to work in their favour. I chose Nike because they employ some of the biggest names in sport. Information Sources I searched databases and journals through the WIT website, such as ABI inform and emerald. There I found all the relevant material. I also read books to find which areas of celebrity endorsements to investigate trends and theory. Objectives • To show that advertisers but a lot of thought into selecting the right celebrities. • How they have to use tools like Match up Hypothesis, credibility and
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