Marketing Essay Example | Topics and Well Written Essays - 3000 words - 3

Marketing - Essay ExampleTo change the image, those in the formulate intentness argon required to think like the customer by finding presentations that ensure high quality and modern looks for the fashion trends that are being presented (Cachon, Swinney, 2009 pg. 15). The strategic procureing of those implicated in fashion, as well as the decisions which are made is based on the trend of fashion conscious behaviors that are indoors society. This is especially high among females who are interested in different looks and styles and which are trying to find an image which target present them most effectively in a given situation. The style includes the shape, fit and the colors that work together to present a specific image (Nam et al, 2007 pg. 102). The fashion conscious behaviors make the glory endorsement practical to use. When one can see the eminence approving the styles and looks, it changes the decisions by consumers while showing the effectiveness of the specific look. Celebrities can be utilise to communicate a message about the specific style, how effective it is and the quality that the brand maintains, allowing conscious consumers to respond in a positive light. While the command trend with using celebrities is one which produces a positive response, there are also non practical applications of using celebrities. The main problem which occurs is based on prejudicial information transference to consumers. If the celebrity isnt regarded as fashionable or has a reputation which doesnt fit with a specific person, then it can lead them away from the brand. This is not only specific to general attitudes, but is also reflective of demographic differences that are in society. If an older woman wants to buy a brand but finds a celebrity that is focused on youth, then they may not think the brand will fit their style or will have a quality that is negative. The brand meaning can change according to the celebrity and alters based on the impact that t he celebrity has in society (White, Goddard, 2009 pg. 322). The negative information may include pricing, quality and the overall brand image that fashion conscious individuals are looking for at heart a given trend. This paper will examine the effects of celebrity endorsement as well as the practical and non practical uses of having an individual behave a brand name. The hypothesis states that the celebrity endorsement is based on attractiveness and credibility of the celebrity. If this is positive, then it can raise the purchase intention of those who are interested in a brand however, if it is negative, then purchases will diminish. This hypothesis can be seen in figure 1. Figure 1 Celebrity stock-purchase warrant This particular chart shows how there are both positive and negative implicatinos that are based on the celebrity endorsement as well as the conscious of those who are interested in buying a specific product. By creating the correct image, brands can leverage their identity however, without this, there isnt the energy to build a strong reputation among potential customers. Examining the ways in which this works positively and negatively can then help determine how the fashion industry can redefne the way that fashion is presented in given circumstances. Celebrity Endorsement and Communication Processes The first way that celebrity endorsement affects those who are interested in a given product is through the communication processes exhibited through the image. When a celebrity endorses a specific fashion product, it is considered as a