CELEBRITY ENDORSEMENT ORGANIZATIONAL PERFORMANCE IN TECHNO MOBILE LTD
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CELEBRITY ENDORSEMENT ORGANIZATIONAL PERFORMANCE IN TECHNO MOBILE LTD
Chapter one
INTRODUCTION
1.1 Background of the Study.
Celebrity endorsement has been a popular marketing approach for businesses globally. It comprises using celebrities to promote products and services in order to attract new customers and boost brand image.
In recent years, celebrity endorsement has grown in relevance as a tactic for businesses seeking a competitive advantage in the market. Celebrities have a significant impact on customer behaviour and can help businesses achieve their marketing goals (Kumar & Raju, 2020).
One of the key reasons why corporations employ celebrity endorsements is to boost brand familiarity and exposure. Celebrities are well-known public individuals with a sizable fan base and following.
Companies can increase the visibility of their brands by associating them with celebrities. Consumers are more likely to pay attention to a product or service promoted by a celebrity they admire and respect (Liu & Lee, 2022).
Furthermore, celebrity endorsements can help to build trust and credibility for a brand. Celebrities who promote a brand are seen to have a personal connection to the product or service.
This personal connection can instill trust and credibility in consumers, who may be more willing to buy a product linked with a celebrity they adore and respect (Kwon & Armstrong, 2022).
Furthermore, celebrity endorsements can be utilised to target particular market segments. Companies can efficiently target a specific demographic by choosing a celebrity who is well-known among that group. This can be especially valuable for businesses wanting to grow their consumer base or enter new industries.
Techno Mobil LTD is one company that has made good use of celebrity endorsements. Techno Mobil LTD is a multinational technology business that manufactures smartphones, tablets, and other electronic gadgets.
The corporation has used celebrities to sell its products in a variety of areas throughout the world. For example, in 2020, Techno Mobil LTD inked a contract with the Manchester City football club, under which the team’s players will promote Techno Mobil LTD’s products. This collaboration sought to improve Techno Mobil LTD’s brand image and increase sales.
Celebrity endorsements have been shown to improve sales performance. This is because celebrities have a significant impact on consumer behaviour and can persuade them to buy things (Choi & Rifon, 2022).
Khan and Hussain (2020) discovered that celebrity endorsements had a considerable impact on sales success in the fashion business.
Similarly, in the case of Techno Mobil LTD, celebrity endorsement has been shown to improve sales performance. For example, in 2021, Techno Mobil LTD agreed to collaborate with Wizkid, a well-known Nigerian musician, to promote its products.
Following this collaboration, Techno Mobil LTD’s sales in Nigeria improved dramatically (Tolu, 2021). This implies that celebrity endorsements can be an efficient way for businesses to boost sales performance.
Celebrity endorsement has also been shown to have a favourable effect on brand image. This is because celebrities have a significant impact on consumer views and can improve a brand’s image (Saravanakumar & SuganthaLakshmi, 2022).
A study conducted by Kim and Ko (2020) discovered that celebrity endorsement has a substantial impact on brand image in the automobile business.
Similarly, in the case of Techno Mobil LTD, celebrity endorsement has been shown to positively effect brand image. For example, in 2022, Techno Mobil LTD struck a contract with star footballer Cristiano Ronaldo to promote its products.
This collaboration sought to improve Techno Mobil LTD’s brand image and market share (Techno Mobil LTD, 2022). The collaboration with Ronaldo was viewed as a significant boost to Techno Mobil LTD’s brand image, as Ronaldo is widely regarded as one of the most popular footballers in the world.
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