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| Topic: |
Business
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| Number of pages / Number of words: |
8 / 2036 |
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The Jordan products became a phenomenon among NBA fans that made Jordan tight tie into a contract with Nike until year 2023 with current contract value of $20 millions a year (www.xroads.virginia.edu). Jordan’s success in life (without any negative news on him) also contributed to his celebrity status that attracts the marketers to use him as an endorser (ibid)...
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The illustration above shows that an appeal of a celebrity is highly related to the product endorsed. The marketer should carefully choose their endorser to avoid potential problems in the future.
Celebrity Type of Appeal
Each human is created differently and responds to different images or appeals; therefore, the consumers are trying to look for significant value that is persuasive and valuable for them from an endorser, while they are looking to an advertisement (Mc Cracken 1989, p...
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