Celebrity Endorsement Articles Critique - Essay Example

? Celebrity Endorsement Annotated Bibliography: Celebrity Endorsement Krasnikov, A., Mishra, S. & Orozco, D. (2009). Evaluating the Financial Impact of Branding Using Trademarks: A Framework and Empirical Evidence. Journal of Marketing, 73, 6, 154-166. Retrieved from Summary This journal gives a candid evaluation of the impact of executing branding activities using high profile trademarks. It focuses on the reasons why most institutions are adopting the use of a strong brand name or celebrities and trademarks to execute their product advertisement. Indeed, trademark or brand name is a term that is used to define entities with unique credibility and attraction levels. They are used to drive marketing activities in various jurisdictions due to their influential nature. Companies prefer using strong brands names to endorse their product to improve sales units. The institutions use the trademarks due to the financial implications that arise from such endorsements. In particular, strong trade marks results to high sales that in turn lead to improved financial performance. . Evaluation The journal is selected based on the insightful information that it holds that create awareness on the financial implications that the use of strong trademarks or strong celebrity endorsement earns various corporations. The article evaluates the significance of using strong brand trademarks in executing marketing or product promotion activities. It details the impact of strong trademark or celebrity endorsement that is becoming popular in most settings. The practice is gaining momentum since strong brand identities hold great influence and attraction that compels individuals to associating with their ideals or choices. High profile brands or trademarks are used due to their financial implications. The trademarks enable corporations to record high returns in terms of material and intangible growth. Ideally, use of strong celebrity endorsement enables corporations to expand their market share, sales units and global recognition. Indeed, companies that apply this approach benefit immensely from economies of scale. This ensures the realization of exemplary returns by the companies. Managers assert that use of high profile trademarks in the advertisement packets is conventional and beneficial.Author Biography Lan Luo, Jeanie Han, C. Whan Park. (2008). Dilution and Enhancement of Celebrity Brands through Sequential Movie Releases. Journal of Marketing Research, 47, 6, 1114-1128. Summary The article discusses celebrity branding that has provides information leading to erosion or development of the influential nature of celebrities. Celebrities are influential individuals who can shape a product’s perception and individual’s prospects. Their influential nature can transform the perception of various individuals. However, celebrities can dilute their status and influence negatively if they engage in incredible practices. The dilution of character and credibility through the adoption of unconventional activities may render them in any promotional activity. However, they can use their skills to build a strong brand identity and boost promotional activities. They can achieve this through appearance and development of a sequence of movies or promotional activities. Evaluation The article is selected based on the need for stakeholders in the marketing industry to understand the influence of dilution and celebrity brand enhancement on product performance. The information is significant because it ensures that corporations appoint credible celebrities to drive their promotional activities. Dilution and enhancement of celebrity endorsement hold far-reaching effects on product promotion. The variations lead to low product sales or high sales volume depending on the celebrity status. It is recognizable the celebrity endorsement hold immense relations with product brand alliance. They endorse each other through promotional activities that focus on building strong market share for the entities. Celebrity brands can be improved through release of sequential movies and engagement of product promotions. These are viable ways of achieving brand equity since celebrities are individuals with several followers. Marketers are always in target of the celebrity’s followers who are potential buyers that improve 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. http://www.marketingpower.com/AboutAMA/Pages/AMA 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. Marketing is an art of making viable sales modalities through strategic approaches. It applies various approaches including ”art infusion” to ensure that substantial products are sold by the company. Individuals who are visual artists contribute immensely in product promotion. They advertise logos to influence consumers and fans to embrace products. Evaluation The journal is selected because it allows readers to understand the ole of visual artists in influencing comnsumer perception on products. It also aids the evaluation of the product’s effectiveness and enables artists who are celebriity to utilize their influential capacity optimally in aiding marketing activities of products. Visual art incentives influnces perception and evaluation of products by consumers. It is an endorsement techniique that is driven by celebrities who are renowned artist. The artists are credible and suitable because they faiclitae the marketing process. The author analyzes art infusion that is integral in evaluating consumer products. This is performed through an independent spillover of prestigoues or luxury perceptionx. Thia means that artwork facilitate marketing activities in several institutions. This explains the reason why the artists have been instrumental in advancing sales and marketig activities of arious products. Amanda S, Ravi P, T. & Bettina, C. (2011). "Celebrity endorsement, brand credibility and Brand equity", Journal of Marketing. 45 (6), 882 – 909. Retrieved from http://www.emeraldinsight.com/journals.htm?articleid=1926001 Summary This article highlights on the issues of credibility for endorsement of companies by celebrities. According to the author, the recent increase in endorsement by celebrities is compromises professionalism in marketing. The study uses information from shopping centers in Australia where endorsements by celebrities have driven sales for commodities. The article proposes a comprehensive research to assess the effects of celebrity endorsement on professional marketing. The article concurs with the other journals that marketing aids in promoting sales. It asserts that any differences in the outcomes are dependent on the modes of data collection motives and statistical feedback on marketing. Evaluation The article is chosen because it highlights fundamental concepts pertaining to brand equity. Additionally, it prompts individual to delineate the role of marketers and The research distorts some facts because people from different parts of the globe have a different understanding of the role of celebrities in marketing. Therefore, it could have been accurate by selecting participants indiscriminately from the market. This article fails to give alternative strategies to marketing that will encourage professionalism. However, it suggests that originality should be at the core of product promotion in the market. The author displays consistency despite disagreeing with other scholars on the effective strategies that companies can use in promoting products in the global market. References Amanda S, Ravi P, T. & Bettina, C. (2011). "Celebrity endorsement, brand credibility and Brand equity", Journal of Marketing 45 (6), 882 – 909. Retrieved from http://www.emeraldinsight.com/journals.htm?articleid=1926001 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. http://www.marketingpower.com/AboutAMA/Pages/AMA Publications/AMA Journals/Journal of Marketing Res> Krasnikov, A., Mishra, S. & Orozco, D. (2009). Evaluating the Financial Impact of Branding Using Trademarks: A Framework and Empirical Evidence. Journal of Marketing, Vol. 73, No. 6, pp. 154-166. Retrieved From Lan, L. Jeanie, H C. & Whan, P. (2008). Dilution and Enhancement of Celebrity Brands through Sequential Movie Releases. Journal of Marketing Research, 47, 6, 1114-1128. Read More