Celebrity Endorsement in Advertising of Luxury Goods and Celebrity Endorsement Impact on Consumers - Literature review Example

I will also, in essence, be illustrating such findings through the research initiative that has been conducted within the university for the purposes of establishing the behavior of consumers that primarily makes Louis Vuitton's brands to a remarkable brand with global success.... Why the LV products have high appealing to myself Undoubtedly, most people would react positively to someone who owns a luxury product and would look down to someone who does not....

Definition and background context: Celebrity is an individual having wide public following and recognition and celebrity endorser is this individual when he supports a consumer good or a luxury or a non-luxury brand through an advertisement.... Working title: The effect of using celebrity endorser toward a luxury brand: a multi-method approach to studying the impact of endorser on the brand Definition and background context: Celebrity is an individual having wide public following and recognition and celebrity endorser is this individual when he supports a consumer good or a luxury or a non-luxury brand through an advertisement....

Introduction Dean & Sharfman (1996), points out that, consumers constantly apply their decision-making skills before, during and after buying products or services.... After consumers have identified their needs, they proceed to collect information that ultimately helps them to evaluate the alternatives and finally make a purchase decision (Bonein, 2006).... The critical analysis will generally look at how the relevant factors shape the consumer decision and in particular to the chosen product windows X for a category of consumers including researchers, University lecturers, and businesspeople....

Park and Yang (2010) elaborate that celebrity endorsement describes the kind of advertising or branding whereby a celebrity is made a brand ambassador and employs his status within the society in promoting a service, charity or product.... celebrity endorsement has been used for quite a lot of time (Spry, Pappu & Bettina Cornwell, 2011).... celebrity endorsement is very expensive.... Is the strategy used for celebrity endorsement is correct then the product will automatically turn out to be successful in the market....

Other experts and professionals have postulated that a combination of an intricate and effective advertising strategy and celebrity endorsement drastically increases the brand value, thus stimulating purchase by the consumers especially those allied to the celebrity either as fans, relatives, or mere admirers.... … The paper "Brand Management - celebrity endorsement and Consumer Behaviour" is an outstanding example of a literature review on management....

These statistics allude to the effectiveness of celebrity endorsement as a tool to influence consumer choice.... While a myriad of factors undoubtedly comes into play in influencing a consumer's final purchasing decision, Hamish and Pringle, 2005 posit that celebrity endorsement can indeed convert positive purchase intentions into actual purchases in Generation Y teenagers.... These results are consistent with the view that in spite of the cost and the attendant risks, celebrity endorsement is indeed an effective marketing tool....

PESTEL Analysis PESTEL Analysis is an important tool in evaluating the external factors which affect the strategic decision-making of any organization as it describes and analyzes the various external factors which have an impact on the organizational performance in both short and long-term business operations....

There are Nespresso coffee machines which are specifically designed to accommodate these capsules and hence, the consumers will get some perfect espresso at the push of the button.... … The paper "Competitive Environment and Business Level Strategy of Nestle " is a perfect example of a marketing case study....