Nobody downloaded yet

Celebrity endorsement:David Beckham &Samsung research - Assignment Example

Comments (0) Cite this document
David is normally associated with popular global brands and it would have interesting to find out the value, if any, that his…
Download full paperFile format: .doc, available for editing
GRAB THE BEST PAPER97.6% of users find it useful
Celebrity endorsement:David Beckham &Samsung research
Read TextPreview

Extract of sample "Celebrity endorsement:David Beckham &Samsung research"

Download file to see previous pages eable to find out what was the cause of this outcome since previously, it had been believed that his endorsement deals were purely as a result of his sporting prowess. His continued relationship with some of the world leading brands has discarded this line of thought.
In the process of researching this relationship or partnership, specify one thing that you learned that was somewhat or completely unexpected about the celebrity, the event, or the sponsoring company. 
One thing that I learned about the entire sponsorship arrangement is that the celebrity after all does not have to be using the product that he or she endorses. After the endorsement event, the celebrity then proceeds to his or her normal life. Such an action however can have an impact on product loyalty especially if the consumers had been wholly driven to purchase the product or service as a result of the product or service association with the celebrity. In the case of David Beckham, he was on a number of occasions spotted using an i-phone. Some of the Samsung loyalists were up in arms with the company as they started to believe that the person who was tasked with the ambassadorial duties did not live up to the brand promise that he was supposed to uphold. This outcome was also unexpected from my end as I believed that once a celebrity endorses a brand, and then she or he is supposed to be seen as also a loyal customer for the brand.
The investment was a good one because it was ultimately designed to take advantage of a key sporting event that is popular all around the world. Samsung is a popular global brand and there was no better platform to reinvigorate the brand like the London 2012 Olympics. At the moment, David Beckham was considered as one of the key personalities who had helped London to formulate a successful bid and the country had all their attention directed at him. Also, the association with David Beckham slowed down the progress that some competitors were making in penetrating some ...Download file to see next pagesRead More
Cite this document
  • APA
  • MLA
(“Celebrity endorsement:David Beckham &Samsung research Assignment”, n.d.)
Celebrity endorsement:David Beckham &Samsung research Assignment. Retrieved from
(Celebrity endorsement:David Beckham &Samsung Research Assignment)
Celebrity endorsement:David Beckham &Samsung Research Assignment.
“Celebrity endorsement:David Beckham &Samsung Research Assignment”, n.d.
  • Cited: 0 times
Comments (0)
Click to create a comment or rate a document

CHECK THESE SAMPLES OF Celebrity endorsement:David Beckham &Samsung research

Do celebrity endorsement change the consumer buying behaviour on clothes

...?Executive Summary Researchers have d that the use of celebrity endorsements by brands can create encouraging response from s and enhanced buying intent amid consumers as against brands that do not utilise celebrity endorsements. This is because a celebrity is considered to be an enormously advantageous instrument to draw the consumers’ interest to promotion and advertising communication of a brand in a media ambience that is cluttered and packed with thousands of advertisements. The famed and popular image of the celebrity in conjunction with accurate product-image association multiplies the interest of consumers and...
1 Pages(250 words)Essay

How Celebrity Endorsement effects Consumer Behavior

...?Ar How Celebrity Endorsement affects Consumer Behavior 01/05 There has been a lot of emphasis on celebrity endorsement by the advertisers today. A brief analysis of advertisements can prove the success of this technique for businesses. More and more emphasis has been placed on this technique by the marketers. This paper aims to analyze the success of this technique, in doing so, it critically analyzes the existing literature and reaches to the conclusion that celebrity endorsement helps in building trust of the consumers. The relationship between celebrity endorsement and consumer behaviors have also...
4 Pages(1000 words)Term Paper

Celebrity Endorsement

...product sales. Hagtvedt, H & Patrick, M. (2008). Art Infusion: The Influence of Visual Art on the Perception and Evaluation of Consumer ProductHTML 1. Journal of Marketing Research, 45, 3, 379-389. Publications/AMA Journals/Journal of Marketing Res> Summary The journal examines the effects of visual art on consumers perception and product evaluation. Visul art is associated with celebrity endorsement when promoting product awarenes and market acceptance. The art is used by researchers to establish the effectiveness of personalities who are perceived as celebrities in the development of product brands....
4 Pages(1000 words)Essay

The impact of celebrity endorsement

...and establish the factors that conclude in a purchase decision; however it will remain within the bounds of only endorsed goods. This is of extreme importance especially for high priced products like Rolex, Omega and Breitling watches as the users are already in close proximity with celebrities and fascination element does not appear to be as important in such cases. 3.1 Aims and Objectives The psycho profiling of a consumer is a vast subject and therefore this paper will review the effects of endorsement on consumers' behaviours and psychological reasons for consumers to buy products endorsed by celebrities. 3.2 The Research...
42 Pages(10500 words)Coursework

CELEBRITY ENDORSEMENT (MARKETING) an important factor of celebrity endorsement. It becomes more important in for the celebrities from sports or movies. Respondents were more familiar with pop star Britney Spears and sports person David Beckham. The respondents through out the survey have favoured Beckham despite of his alleged affair charges. Movie stars and sports stars are most influential celebrities in the present scenario. Marketer should utilise these celebrities in such a way that they appeal target audience the most. However, at the same time celebrity endorsing too many products may lead to...
48 Pages(12000 words)Essay

Impact of Celebrity Endorsement on Consumers

...Impact of Celebrity Endorsement on Consumers The current research aimed to correlate the specific celebrity attributes of celebrity likeability, attractiveness, product-celebrity match and celebrity trustworthiness on specific consumer behaviour outcomes of ad popularity, company or product brand image and purchase intentions. A survey instrument was used that gauged the 250 respondents’ opinions on the celebrity attributes as the independent variables and the consumer behaviour impacts as the outcomes. A correlation analysis between the independent and the dependent variables established that celebrity attributes like attractiveness and likeability lead to better ad viewership, trustworthiness is linked with better brand image... , and...
81 Pages(20250 words)Dissertation

Case study for The David Beckham Brand

...from ABC-CLIO, 2010) 13 Introduction David Beckham was undoubtedly one of the most famous soccer players of the world in from late 90s to early 21st century. His good looks together with his ability to score with free kicks made him a star and a large number of fans in Asian and European countries. He has been one of the highest sought celebrities for endorsements by various brands and companies for their products. Beckham started his career as a trainee with Manchester United which was quite popular in the UK. Soon, Beckham made an impression by his exceptional play his free kicks and the ability to bend the ball anywhere in...
12 Pages(3000 words)Essay

What is the role of celebrity endorsement in marketing communication

... also be well made so that it can effectively portray the message that the brand intends to convey and image that it wants to create. Reference list, 2013. Impact of celebrity endorsement on brand equity in cosmetic products. [online] Available at: [Accessed 29 April 2014]. Amos, C., Holmes, G. and Strutton, D., 2008. Exploring the relationship between celebrity endorser effects and advertising effectiveness. International Journal of Advertising, 27(2), pp. 209-234. Bush, A. J., Martin, C. A. and Bush, V. D., 2004. Sports celebrity influence on the behavioral intentions of generation Y. Journal of Advertising Research, 44(1), pp... : Sage Publications. Horne, J., 2006.  Sport in consumer culture. London: Palgrave Macmillan. Hsu,...
7 Pages(1750 words)Essay

Success Story of David Robert Joseph Beckham

... Success Story of David Robert Joseph Beckham Most of the famous success stories seem to have their respective head-start from a failure. When it comes to understanding and assessing the success story of David Beckham, one can begin with the hardships he underwent during his initial years as a football player. It has been written by a number of writers who have witnessed or interviewed Beckham that his coach or football teachers remain a reason behind Beckham’s increased effort towards football. It was very difficult for him to get his positions in the football team because a common view was observed in 1990s that players need to have a typical physique i.e. the players have to be tall and have toned muscles etc. Despite... such a...
1 Pages(250 words)Essay

What is the role of celebrity endorsement in media communication

... are endorsed with a lot of money even millions of dollars and hence it is important to know that the people are getting their money’s worth. According to research by (Chan, Leung Ng & Luk, 2013), most companies target young adults as they are the ones who are most likely to identify with the celebrities and they find these celebrities appealing. b) Media Communication Media communication refers to exchange of information from one person to another or to a group of people for the purpose of passing on a message. In order for the information to reach many people and elicit the necessary feedback, it is important to identify and use the best media communication channel. The other important thing to remember is what the target group... on the...
8 Pages(2000 words)Essay
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.

Let us find you another Assignment on topic Celebrity endorsement:David Beckham &Samsung research for FREE!

Contact Us