Academic journal article IUP Journal of Marketing Management

Focus

Academic journal article IUP Journal of Marketing Management

Focus

Article excerpt

One of the most widely held beliefs in advertising professes that celebrity endorsements are a simple and effective way to enhance persuasion and improve advertising effectiveness. Celebrity endorsements are believed to be an easy way to improve both brand image and sales and an effective strategy to distinguish and separate products from those of competitors. Research suggests that in western countries between 20% and 30% of all advertising used celebrities in the late 1990s. The first paper, "Significant Decline in Celebrity Usage in Advertising: A Review", by Christian Schimmelpfennig and Svend Hollensen, discusses why parts of Europe and America have become particularly celebrity saturated and consumers have become cynical about their true intentions. The authors argue that this may be due to excessive celebrity usage in the past decades. The paper concludes that in spite of the present trend of the eroded potential, celebrity icons have infiltrated the society in general and the lives of consumers in particular so much that it is impossible to imagine that celebrity endorsements will disappear altogether.

Halal branding is a global phenomenon which has emerged due to two main reasons, viz., globalization and increased awareness among Muslim consumers. The purpose of branding products as halal is to ensure their suitability for consumption by Muslims. Further it ensures a promise of trust, quality and value. This is 'halal marketing' or in a broader sense 'Islamic Marketing'. The second paper, "Factors Influencing Halal Products Purchase Intention in India: Preliminary Investigation", by Adil Khan and Mohammad Khalid Azam, investigates the consumer purchase intention for halal certified products in India and motives which influence the consumption behavior of these consumers. This study, conducted on Muslim consumers in Aligarh and Delhi region, shows that 'attitude' and 'perceived behavioral control' are the most significant in predicting the purchase intention of halal certified products. …

Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.