Research Proposal Essay Example | Topics and Well Written Essays - 2500 words - 2

Research Proposal - Essay Example The effects of such a trend will be very long lasting on the area of marketing and advertisement. The costs of advertising are ever increasing and the trend of including celebrities in the promotional campaign is also driving up the compensation celebrity’s demand for endorsement. Also brand wars have also increased and globalization has caused boundaries to blur. This has increased competition and this in turn has made organizations more dependent on wide scale marketing. In such an environment it is very important for managers to find whether use of celebrity really adds value to the product or not. The metric usually used for effective advertisement is ad recall. If audiences remember advertisements then chances are that they will go and buy that particular product. The research that will be conducted is based upon the relationship between celebrity endorsement and ad recall. The effect of celebrity endorsement on ad recall will be analyzed in the telecommunication industry . This proposal will include the details of the research conducted and will also include a literature review of the topic. Research methodology and design will also be elucidated in the proposal with a set of recommendations for further research on the subject. Literature Review As we know that celebrity endorsements are regularly used for marketing of different brands all over the world, the research conducted on the subject is very extensive. Researchers have tried to identify the relation of celebrity endorsement and many things like brand image and brand equity. The work done in this regard is very diverse and many cultures have been tested regarding the importance and worth of celebrity advertisements. Research has also been conducted on how ad recall can be improved and what factors can affect recall rate of advertisements. It is very important for research purpose to define who a celebrity is. According to Kamins (1989) celebrity is a person â€Å"who is known to the public (actor, sports figure, entertainer, etc.) for his or her achievements in areas other than that of the product class endorsed†. This definition of celebrity is appropriate for our research purpose. It is acceptable for the culture in which we are conducting this research. Celebrity endorsement was found to be very effective in portraying a credible image of the product or service in terms of perceived expertise and trustworthiness (Till & Shimp, 1998). Credibility can positively affect brand image of the product by increasing the element of trust among customers regarding the particular product. The impact of celebrity endorsement was also found to be great on brand equity but the extent of this impact was dependent on the level of perceived credibility of the celebrity endorser (Spry, Pappu & Cornwell, 2011). Audiences actually find a sense of credibility when the message to buy a product comes from a celebrity because he is conceived as credible. This is the reason why credib ility plays a role in celebrity endorsement. Expert celebrity can influence audience more when the product is high technology oriented (Biswas, Biswas, & Das, 2006). One of the main factors identified in studies is the fact that it is very important to match the celebrity to the product he or she is endorsing. This match should be on the basis of age or gender. A good match between the product or service and the celebrity endorser can increase the effectiveness of advertisements (Hsu & McDonald,