Research on Celebrity Charm on the Marketing of Nike

— A Case Study of Basketball Shoes

1 Introduction

1.1 Background

1.1.1 Celebrity charm is more important in enterprises as a way of marketing.

The application of celebrity charm is wider, especially in today’s market environment. Celerity endorsement can attract consumers’ attention and increase consumers’ brand recognition easily. What’s more, it can enhance brand awareness, set up positive brad image and strengthen buying behavior, leading enterprises to create more economic and social benefits and establish the long-term competition advantages. For example, Nike has developed into sportswear giant from a shoes manufacture. The biggest push factor is choosing Michael Jordan as its endorsement for shoes and other sports equipment, which has set up a positive image. celebrity charm, a way of marketing of enterprises, has received widespread attention and identity at home and abroad. The successful case of Nike has become the road to imitate for many other enterprises.

1.1.2 Enterprises increase brand awareness.

Enterprises have gradually realized the significance and importance of brand for them with the development of enterprises and the increasing of competition. It’s hard to earn extra profits without brand. As a result, they begin to contribute to brand construction, setting up brand image in consumers, so as to get more market shares. However, brand construction requires skillful marketing activities. Enterprises begin to find effective way of marketing with the growth of brand awareness. And consumers usually choose from the aspects of brad image and awareness due to the asymmetry of information. Celebrity charm arises in this moment.