Success factors of brand extension in international marketing - master of international business administration carolin wobben - master's thesis - business economics - marketing, corporate communication, crm, market research, social media - publish your bachelor's or master's thesis, dissertation, term paper or essay. How brands should use celebrities for endorsements in marketing celebrity endorsements sell products necessarily influence consumer brand loyalty celebrity, endorsements are a powerful. Also, mukherjee (2009) examined the impact of celebrity endorsements on brand image celebrity endorsement has been established as one of the most popular tools of advertising in recent time it has become a trend and perceived as a winning formula for product marketing and brand building.
Celebrity endorsement if used effectively makes the brand stand out, enhances brand recall and facilitates instant awarenesscelebrity endorsement is a way to get the brand noticed amidst the rush that is there in themarket place. The way how a brand is perceived and the impression person have of the brand, and therefore of the corresponding company, product(s) or service(s) is known as brand image or how a company's product is perceived (seen) by the consumer. - according to the american marketing association: marketing research is the function that links the consumer, customer, and public to the marketer through information—information used to identify and define marketing opportunities and problems generate, refine, and evaluate marketing actions monitor marketing performance and improve understanding of marketing as a process.
Likewise, brand extension facilitates consumer decision-making process by the established brand names (alba and hurchinson, 1987)for a successful brand extension among various consumers’ characteristics consumer innovativeness plays an important role. Brand image, brand awareness and brand meaning have their direct impacts on brand equity secondary brand association transmits the equity of various businesses to the brand in consideration consumers judge the brand value on the basis of brand elements that are associated directly and primarily with the underlying product, for instance, physical features, packaging and colors, and instrumental characteristics. Kulkarni etal focus on a key aspect mentioned in 'celebrity endorsement - hidden factors to success': the need to match values of the celebrity and the brand to be successful, ie getting the right celebrity to endorse the right brand consumers perceive the brand as having superior quality because it has been endorsed by a credible source. Celebrity endorsement-really a success factor for marketers sheetal singla, bhai gurdas instiutute of engineering & technology, sangrur _____ abstract: it is a frequently used approach in marketing for all brands.
Brand association is the sense of belonging that the customer develops when using a particular brand, customer loyalty is the customer's desire of purchasing the same brand on repeated basis and celebrity endorsement is using celebrities in the advertisement to promote a brand (keller, 2008. 44 factors for successful brand endorsements pitfalls mentioned previously means that, brand endorsements need to be well planned keeping several aspects in mind based on the previously mentioned spillover and leverage effects, it has been possible to identify the criteria for success, through empirical findings.
Factors influencing effectiveness of celebrity endorsement in advertising endorsements effective from marketing perspective, we came to know about certain factors (that a brand fit, attractiveness and credibility of the celebrity exists they are of the view that consumers. The brand extension is a marketing strategy that uses the same brand name to different product, to product in different category or the same category it is a risky strategy that has to aim to increase the sales or the brand equity.
Unique idea of promotion: unique ideas at right time are the key ingredients for the successful brand endorsement brand should express uniqueness in order to position brand to all internal and external audience endorsement management team: global brand endorsement required a global brand management team. Endorsements: the american sports brand essay - endorsements are a manifestation of promoting that uses well known identities or big names who summon a high level of recognition, trust, and appreciation or mindfulness among the people.
Factors contributing to success success of a company has for long time been associated with shareholder value and profit maximization today, companiesâ€™ success is significantly determined by maximizing on the common good to the society, minimization of social injustice and impact on the environment. The impact of brand endorsements on consumer behaviour in mtn 10 introduction 21 background of the study according to the american marketing association, marketing is the process of planning and executing the conception, pricing, promoting and distribution of ideas, goods and services to create exchanges that satisfy individuals and organizational objectives.