Others go as far as dressing like them, mimicking the way they speak, and walk and act. Celebrity endorsements are also an easy option for Indian marketers because of the disparities of the Indian consumer base in terms of religion, ethinicity, value system and most importantly economic variations. Who would miss that chance?” and the project is introduced as “first recycling housing Project of Turkey.” These expressions used in the advertisement emphasize the technological infrastructure of the residence and relatively superior qualities in technical terms. To discover them and envision their future.” In the later part of the advertisement, the narrator says that “Avrupark Bahçekent” residence is a place like this with its infrastructure, social facilities, and location and will be the star of Istanbul in a very near future. Brief introduction to this section that descibes Open Access especially from an IntechOpen perspective, Want to get in touch? The following section explains these models that are referred to in literatures. The study showed that while majority of respondents expressed satisfaction with the products endorsed by celebrities, a greater number held that celebrity endorsement does not influence them to purchase a product. 24–25. “The company changed to Unilever Nigeria Plc in the year 2001, with Nigerians presently having 49 percent of equity holdings. Füsun Çizmeci Yöreş (November 8th 2017). In the celebrity endorsement model of McCracken, meaning transfer is realized at three stages: First stage is the phase where cultural meanings associated with the celebrities are created in the minds of the society. Definition of Celebrity Endorsement. Based on this definition, consumer behavior contains more than just trying to understand what items a consumer purchases. Generally celebrities used in housing advertisements based on their credibility trait like trustworthiness and expertise have very different professions but remarkably, most are known by their careers in football. In the third and last stage what was promised to the consumer with the meaning transferred from celebrity to the product and the brand image that will be created in the minds of consumers was questioned. Within the scope of the study, first housing advertisements published from 2001 to 2016 have been scanned. At the time of the advertisement for the housing project “İstanbul Sarayları” (Palaces of Istanbul), Nebahat Çehre was appearing in the series named “Muhteşem Yüzyıl” (Magnificient Century) broadcasted on a national TV channel and had a quiet high rating. As PhD students, we found it difficult to access the research we needed, so we decided to create a new Open Access publisher that levels the playing field for scientists across the world. The gated community concept marketed with the promise of a privileged lifestyle is based on spatial boundaries that separate the inhabitants from the rest of the city. So it was not a coincidence here that the word “sign” was used. It takes time and intense effort to create these messages regarding the brand image. First, it is observed that these housings, which in fact are not very different from one another in terms of the accommodation opportunities they offer, are assigned different symbolic meanings during the marketing process, which would set them apart from others. Advertisements feature the symbolic values attributed to the brand in order to create a positive brand image and aim to make sure that the brand means something for the potential consumers. Kotler [9] stated that an efficient brand image has three basic functions: The brand should have a single message that well defines the promise and properties of the brand in the minds of consumers. In literatures, the congruence model or the model called match-up hypothesis claims that the success of a spokesperson does not come only from that person’s physical qualities or fame [26] and that there must be congruence between the endorsed brand and the endorser in order to execute a successful endorsement phase [27]. We are a community of more than 103,000 authors and editors from 3,291 institutions spanning 160 countries, including Nobel Prize winners and some of the world’s most-cited researchers. In other words according to this model, advertising messages communicated by an endorser who is highly credible makes a positive impact on purchasing behavior. To date our community has made over 100 million downloads. Also, it is not that easy to reach that level of attractiveness because not only women but also men aspire the beauty, youth, and dynamism of this worldwide star, Jennifer Lopez. However the interesting thing is the choice of celebrities in football field to emphasize the “investment value” of a house, except a few examples. Based on their skills of creating a meaning, advertisers try to create an image for the brands they market and try to make sure that the brand is distinguished from other brands in the market that caters for similar requirements. McCracken [1] stated that cultural meanings that a celebrity possesses are what make celebrities useful in the endorsement process widely used in marketing communication. Schlecht [19] mentioned that one of the most common methods used to deliver the advertising messages and to convince the consumers to buy their brands is taking advantage of a spokesperson. Second, this study reviews a qualitative research carried out about celebrity endorsement. However, it can be adapted easily to suit any product. This is not very surprising considering the fact that football has an important place in cultural structure of the society and that these people appear somehow on mass media or printed media almost every day. Source: www.sinpasgyo.com.tr. However, for the purpose of this study, it would be better to rather emphasize two matters. 1.1 The Term of this Agreement shall begin on the date hereof and shall continue until the earlier of (I) twelve months or (ii) termination pursuant to Sections 1.3 and 1.4 hereof. A celebrity endorser is any individual who enjoys public recognition and who uses the recognition on behalf of a consumer good by appearing with it in an advertisement (McCracken 1989). So it is not surprising that “investment” value is emphasized in advertisement of housing projects. The better the images of celebrities on screen are built, the stronger symbolic meanings these images involve and the better the product-celebrity match-up is, the easier it will be for the consumer to embrace the product. The first was the fact that who the players make an agreement with, which team they sign a contract with is on the top of agenda in our country most of the time. Copyright © 2020 PROJECTS.ng. So it is possible to say that this research tries to answer the following questions: First question for which an answer is sought was what properties caused the celebrity to be selected for endorsement. And the main reason for this is that the housing is a location-dependent product and is redesigned every time according to the quality of the land it is built on. Person to another through bank transactions is also considered an endorsement ; internal external. A two edged sword whic h may make sense to the study celebrity endorsement project... 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