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Compose a 16000 words assignment on celebrity endorsement. contribution of celebrity endorsement to achieving marketing communications objectives in the retail clothing industry: a case study on topsh
Compose a 16000 words assignment on celebrity endorsement. contribution of celebrity endorsement to achieving marketing communications objectives in the retail clothing industry: a case study on topshop. Needs to be plagiarism free! However, researchers are divided over their opinion on the degree of effectiveness of celebrity endorsements. Although, both researchers and practitioners by and large have shown convergence on their opinion that celebrity endorsements can have positive influence on the credibility, message recall, memory and likability of the advertisement and finally on the purchase intentions (Menon, 2001. Pornpitakapan, 2003. Pringle and Binet, 2005. Roy, 2006. cited by Roozen, 2008). but the extent to which celebrity endorsement are effective has been a contentious issue. There has been numerous research that favours and equally large number of researches that disfavours celebrity endorsement’s claim. The purpose of the present study is to find out if celebrity endorsements contribute towards achieving marketing communications objectives. The findings of the study are expected to fill the gap in the body of knowledge and provide clue to both the industry and the academia as well. The specific aim of the study is to explore contribution of celebrity endorsement in achieving marketing communications objectives in the retail clothing industry in particular.
