Literature Review Essay Example | Topics and Well Written Essays - 5000 words

Literature Review - bear witness Example. Consumers are attracted through advertising and promotions. The first impression that a consumer attains through advertising influences his acquire decisions. To create a positive impression, companies try to create a distinctive brand image for their products. The schema is to utilize celebrities as bet onrs in marketing campaign and it is growing increasingly popular. Companies usually use genius movie actors, models, athletes or famous people for endorsement (Bergestrm & Skrfstad, 2004). Not just the large firms, plane smaller companies with limited budget use sports and athletes to promote their products. Companies all over the world spend millions ever so year to acquire celebrities to endorse their product. It hence become important to receive why companies choose celebrities to endorse their products, on what basis they select the celebrities and whether they get the expected returns from such endorsement.This proposal will br iefly address the background with definition of celebrities and after research justification and outlining the questions, based on the literature available, it will trope a framework for research.A repute is defined as an individual who is known to the public (i.e., actor, sports figure, entertainer, etc.) for his or her achievements in areas other than that of the product class endorsed (cf., Friedman and Friedman 1979 cited by Kamins, Brand, Hoeke & Moe, 1989).The use of celebrities for product endorsement was on the erect in the late 1970s. While it was estimated that 15 percent of prime time television commercials featured celebrities in 1975, by 1978 it was reported to be over 20 percent (Kamins, Brand, Hoeke & Moe, 1989). Kamins et al (1989) conducted a study to determine the impact on advertising effectiveness and credibility based one two-sided versus one-sided celebrity endorsements.