1.1 Importance of Critical Literature Reviewing:
Critical
literature review refers to assess the value of proposed area of research under
different circumstances and contingencies rather than just describing it in the
light of previous research. In order to undertake proposed area of research a
critical literature review that explores the benefits and weaknesses of under
discussion topic along with contingencies in which the construct behave
differently especially in the case of management studies where numerous
moderating variables affect the relationships is important. Though one can
expect that academic authors do not lie or swindle their readers but still some
hidden layers are found in academic writings Saunders et al., (2009). So to
clear the picture about the construct, one should explore all these hidden
layers as well. Moreover, critical literature review not only studies the evidences
and logics behind the concept but also tried to find significance, viewpoints
and interpretations to conclude in this respect Wallance & Wray (2006). This
implies that in order to increase understanding about the topic one should
explore both positive and negative aspects and where and on what grounds researchers
are disagree to each other. In doing so, critical analyses of their empirical evidences
along with methodology to interpret results, significance and how they tackle
the limitations are important. This will allow finding the gap about that topic
that is needed to explore in this context. In conclusion critical literature
review is necessary to understand the proposed topic and to explore the gap
that you can fill to add your contribution.
1.2 Balanced Critical Literature Review:
In the case of Sarah’s
project, she put overemphasis on the benefits and limitations of complexity
theory in her both attempts respectively. In her first attempt she presented
complexity theory as effective organizational change strategy that can be used
to prescribed practice. Additionally she did not provide significant empirical
evidences to her review that arise the question in the mind of reader that on
what ground prescribed practice of complexity theory can be assumed. She did
not consider opposite arguments as limitations and contingencies to the
implementation of complexity theory. On the other hand in her second attempt
again she overemphasis to the weaknesses of complexity theory while assuming
that complexity theory can not be use to prescribed practice due to its
limitation. Her both attempts show one side of picture more prominently rather
than describing both possibilities and limitations of complexity theory to prescribed
practice. Her tutor suggest her to adopt
balance strategy and advise her neither to assume complexity theory as best
prescribed practice nor to assume that it can not be used as prescribed
practice exclusively. There are circumstances and contingencies to which
complexity theory can be or can not be used as prescribed practice. Her tutor wants
to consider both aspects along with empirical evidences rather than showing
prejudice to one aspect only.
What Sarah needs to do?
In producing
balanced critical literature review Sarah needs to adopt critical perspective
to her readings. She can use to highlight the important statements and
arguments in this respect. She should look precisely that this readings can
help him or not and dialogue about the statement of author with herself to explore
the issues. Try to summarize the reading into own words and compare how her
understandings has been changed after this reading. On the other hand content
selection of critical review is also important as it provides the background
information about proposed topic in previous literature. However, critical
balanced literature review does not follow or approve a concept but also
include limitation of proposed area of research. While the approach should be
balanced and include authenticity and weaknesses of construct under different
contingencies rather than just approving or criticizing the proposed theory. So,
Sarah should include the circumstances in which complexity theory is applicable
and the factors that restrict it to be used as prescribed practice.
Saunders et al.,
(2009) has provided important check box to know hoe much critical is your
literature review and its structure. In Sarah’s literature review, she relates
her topic to previous researches but does not include both strengths and
weaknesses at once. Her first attempt includes only strengths while in her
second attempt only weaknesses were addressed. Literature review includes
subjective opinions from different authors and converse about objective
assessment of other’s work. Though her second draft was quite critical but
overemphasis on weaknesses of complexity theory that the reader infers that
complexity theory can not be used as prescribed practice. She did not include
her own ideas about prescribed practice of complexity theory that also makes it
difficult to address the gap within that study that needs to explore. For
instance, without such objective opinion it is difficult to explore the
circumstances in which complexity theory can be or can not be used as
prescribed practice. On the other hand Sarah’s literature review mostly relies
on one study of Burnes (2005) and do not narrow the concept of complexity
theory from a broader view. Her literature review does not contain a clear
title around which focus of study should make.
PREDICTORS OF EFFECTIVE CELEBRITY ENDORSEMENT
2.1 Reason to select the topic:
Today firms are
using famous celebrities and stars in order to endorse their products and
services in view that popularity of that star can be used to attract customers
to buy their products or services. Elberse (2007) suggests that in current scenario,
advertisers are seeking the innovative ways to attract the targeted consumers
while using celebrities is successful strategy in this respect. Shipmen (2000)
reported that about 25% of US advertisements use celebrities to endorse their
products or services. The idea came into my mind as result of discussion with
my one friends from Pakistan after viewing the advertisement in which famous
bollywood star Katherina Kaif endorse the bottled juice “SLICE” manufactured in
Pakistan. Slice is successfully endorsed by Katherina and increase the sales
volume of juice significant. Even most of the people especially from villages
call it with Katherina’s bottle rather than its name Slice. On the other hand I
also found myself using various cloth brands in response of advertisement in
which my favorite celebrity wears that particular cloth. This implies that
famous stars or celebrities can attract consumers to buy that product, if they
are viewed using or advising to use that product. However, it is also viewed
that different celebrities impact differently through endorsement to consumers’
buying behavior. This indicates that extent of effective celebrity endorsement
is also contingent to the attributes o used celebrity that needs to explore
further. So, all these statistics and inspiration from celebrities to buy that
product or service stimulates me to explore the construct in respect of factors
that can lead to successful celebrity endorsement.
2.2 Possible Research Question:
Following are
possible research questions that would be tried to answer through current
proposed study in this respect.
1.
Do using famous celebrities or stars to
endorse products or services significantly affect consumers’ buying behavior?
2.
What are the attributes and factors of
used celebrities that can lead to an effective celebrity endorsement?
3.
Do different types of celebrities (like
athletes, entertainers or political personality) affect differently to the
effectiveness of celebrity endorsement.
4.
Do different innovative media sources
and advertisement technologies influence effectiveness of celebrity
endorsement?
5.
Does the negative publicized information
about that used celebrity affect the brand image negatively or not?
2.3 Key authors that can help to explore celebrity endorsement:
The concept of
celebrity endorsement has gained the popularity among practitioners and
advertisers are using celebrities endorsement significantly especially from
last two decades. A number of researchers have studied celebrity endorsement with
different perspective and methodologies. Silvera and Austad (2004) have studied
the effectiveness of celebrity endorsement and also tried to explore the factors
that can be used to predict the effectiveness of celebrity endorsement. In
doing so, they use case studies about advertisements from Norway. The results
from their proposed model show that attitude of viewers towards that endorser
is strong predictor to the effective celebrity endorsement.
Similarly,
Byrne, Whitehead and Breen (2003) have studied the case of J. Sainsbury who
uses famous “James Oliver” to endorse their products successfully. It is useful
study as it compares various celebrity endorsement strategies with that used by
Sainsbury. They tried to explore the extent of recognition and association of
consumers with James Oliver as celebrity endorser of Sainsbury.
More recently Minkove,
Zhang and Trail (2011) also have tried to explore the effectiveness of
celebrity endorsement in respect of types of celebrities and found that sportsmen
are effective endorsers for both sports and non sports items. In doing so, they
studied five characteristics including spots identification, athlete
identification, celebrity fit, perceived value and intentions to purchase with
respect to 42 items that are endorsed through sportsmen.
On the other
hand White, Goddard and Wilbur (2009) have studied the limitations of celebrity
endorsement and tried to answer that whether negative flow of information in
media about used celebrity affects negatively to the image of endorsed brand in
the minds of consumers or not. Their results confirm the notion that such
negative flow of information about celebrities negatively transference the
relationship of celebrity endorsement and brand image. Similarly a number of
researchers have studied celebrity endorsement that can be use to enhance
learning and to conduct research in the respect. Some of prominent studies are
proposed by Biswas, Biswas and Das (2006), Choi and Rifon (2007), Erdogan,
Baker and Tagg (2001), Louie and Kulik (2001) and Louie, Kulik, and Johnson
(2001) etc.
2.4 Attributes of selected topic:
Raimond (1993)
argued that attributes of research topic do not vary significantly but their
extent of prominence. The most important part of a research project is to
choose research topic as all subsequent parts are dependent on selected topic. In
doing so, Saunders et al. (2009) have provided checkbox containing attributes
of good research topic. They have divided these attributes into its
capabilities that are related to its feasible to research and its worth to
literature.
The selected
topic originates from my interest towards an advertisement that stimulates me
to research on it shows my fascination towards the selected topic. Precise
extensive literature is available about celebrity endorsement that shows that
the project can be done within time limit. Moreover, it also does not required
high financial resources to conduct proposed research as questionnaire approach
and focus group discussion from students are enough to conclude the results. So,
the proposed research project is enough feasible to execute as it can be done
under restricted resources and time and data can also be gather.
Other section of
check box contains the attributes with respect to its appropriateness. Celebrity
endorsement has become hot issue among researchers and firms pay huge amounts
in order to endorse their products through famous faces that show a strong link
of celebrity endorsement with theory and practice as well. They all are
interested to know the important factors that cause to effective celebrity
endorsement. Though selected topic does not address particular determinant of
celebrity endorsement but still it excite to draw research questions and
objectives about different predictors and factors of effective celebrity
endorsement. Time has been changing and new determinants are needed to explore
in the context of celebrity endorsement. For instance media sources and
technology have been flourishing that provide opportunity to endorse products
into different ways. So, current proposed topic has ability to produce fresh
information to the literature. At last my interests in advertisement strategies
completely match with the topic of celebrity endorsement that makes it
worthwhile to conduct.
References:
Biswas D., Biswas A. and Das N.
(2006), “The differential effects of celebrity and export endorsements on
consumer risk perceptions”, Journal of Advertising, Vol. 35(2):17-31
Byrne A., Whitehead M. and Breen
S. (2003), “The Naked Truth of Celebrity Endorsement”, British Food Journal,
Vol. 105(4):288-296
Burnes B. (2005), “Complexity
Theory and Organizational Change”, International Journal of Management, Vol.
7(2):73-90
Choi M. and Rifon J. (2007), “Who
is the celebrity in advertising? Understanding dimensions of celebrity images”,
Journal of Popular Culture, Vol. 40( 2):304-25
Elberse
A. (2007), “The power of stars: do star actors drive the success of movies?’’, Journal of Marketing, Vol.
71(4):102-120
Erdogan Z., Baker J. and Tagg S.
(2001), “Selecting celebrity endorsers: the practitioner’s perspective”,
Journal of Advertising Research, Vol. 41(3):39-48
Louie A. and Kulik L. (2001),
“When bad things happen to the endorsers of good products”, Marketing Letters,
Vol. 21(1):13-23
Louie A., Kulik L. and Johnson R.
(2001), “When bad things happen to the endorsers of good products”, Marketing
Letters, Vol. 12(1):13-23
Minkove J., Zhang J. and Trail G.
(2011), “Athlete Endorser Effectiveness: Model Development and analysis”,
Sport, Business and Management: An International Journal, Vol. 1(1): 93-114
Saunders M., Lewis P. &
Thornhill A. (2009), “Research Methods for Business Students”, 5th
Ed, Pearson Education
Shimp,
T.A. (2000), “Advertising Promotion:
Supplemental Aspects of Integrated Marketing Communications”, 5th ed.,
Dryden Press
Silvera D. and Austad B. (2004),
“Factors Predicting the Effectiveness of Celebrity Endorsement Advertisements”,
European Journal of Marketing, Vol. 38(11):1509-1525
Wallance M. & Wray (2006),
“Critical Reading and Writing for Postgraduates”, Sage, London
White D., Goddard L. and Wilbur
N. (2009), “The effects of negative information transference in the celebrity
endorsement relationship”, International Journal of Retail & Distribution
Management, Vol. 37(4): 322-335
Appreciated ....
ReplyDelete