International Marketing

Beckham Case Study

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Beckham Case Study

Part 1

Introduction

One of the most effective ways through which products are marketed to prospective buyers is through endorsements , where a trusted third party touts the merits of the product to the target audience with a view of getting them to buy the product . According to Dean and Biswas (2001 there are three types of endorsements which include celebrity endorsements , expert endorsements , and typical consumer endorsements

McCracken (1989 ,

.310 ) has defined a celebrity endorser

as any individual who enjoys public recognition and who uses this recognition on behalf of a consumer good by appearing with it in an advertisement (Biswas , Biswas , and Das , 2006 . According to Money , Shimp and Sakano (2006 , the explosion in information technology and popular media has led to a huge increase in the concept of celebrity endorsements with the number of global advertisements featuring celebrities rising from 10 to 17 between 1994 and 2004 and from 10 to 25 in the US alone within the same period . Kamins , Brand , Hoeke and Moe (1989 ) state that while only 15 of TV ads in the US in 1978 featured celebrities , the number had shot up to over 20 by 1978 and has been rising ever since

Implications of using people as brands

According to Biswas , Biswas , and Das (2006 , consumers also hold certain preconceived perceptions about the celebrity , and when this celebrity represents the brand the perceptions are transferred to the brand . One way that this...