Celebrity endorsement ‘Tiger Woods’

Celebrity Endorsement

It cannot be rejected that all over the world marketers consider celebrity endorsement as an efficacious advertising instrument. Precisely, ‘celebrity endorsement influences advertising effectiveness, brand recognition, brand recall, purchase intentions and even purchase behavior’ (Spry et al, 2011, pp.882-883.) Moreover, the latest study has vindicated that celebrity endorsement results in an auspicious relation toward endorsed merchandise mark (Till et al 2008, cited in Spry et all 2011 pp.883).

Established brand ‘Tag Heuer’ designs, fabricates and markets watches, chronographs and fashion accessories. According to its official website, each watch is an apotheosis of precision engineering, fineness and sporting heritage. It is well known that Tag Heuer has invested a lot in celebrity endorsement. Tiger Woods, self-programmed golf wizard, is one of the most congenial famous people, who have ever embodied the trademark as he represents mature wealthy successful men, who have achieved a lot in their lives.

Taylor (2008) emphasizes that Eldrick ‘Tiger’ Woods (was born in 1975 in California), who was extremely interested in golf from early childhood, started playing in competitions and won 30 junior tournaments at the age of 12. Woods, like no one else, is associated with a person who could surmount living conditions and complications. Traditionally golf was priority for white, rich and corporate players hence first Tiger’s obstacle was his African-American background. As an example, during a game he had been disqualified or penalized while others were not. Because of this he learnt to play a very clean game and to take his penalties without complaint (Taylor, 2008) As a result, he won every time and everywhere that typifies successful and steadfast man. Then at 16 he came into contact with professional golfers and realized his game had to be improved considerably if he was to make the difficult transition from junior golf to professional. Many if not most, promising golfers fail to make transition because of the extra technical demands, however, more significantly, because of the psychological pressure from both competitions and the media. Notwithstanding, commencing as an amateur, Woods studied professional techniques and with the time was in the centre of attention (ibid). As well it should be mentioned that Tiger represents intelligent and educated men as after graduation from school he was academically gifted (was offered a place by dozens of colleges and universities) and afterwards studied at Stanford university. Last but not the least, his charity involvement is highly valued. According to PGA Tour, Tiger Woods Foundation aids juveniles and has reached millions of young people worldwide by supplying unique experience and innovative educational possibilities. Foundation programs also include 35,000 square-foot education facilities, focus on promoting paths to college and eventually careers.

Kalb (2013) states that by 2008 he had won 14 professional emulations and had practically broke Jack Nicklaus’ record. These triumphs and sponsorship with multitudinous incorporations, such as Nike, made him the most high-paid athlete in the world. Besides, Kalb (2013) ascertains that until Thanksgiving of 2009, Tiger personified a reliable, happily married man with 2 infants. Because his reputation was so crystal-clear he attracts such corporate sponsors, as Accenture. However, when in 2009 media reported about his adultery with another woman such sponsors as Accenture, ATT, Golf Digest, Tag Heuer and etc. dropped him as he no more was linked to image of faithful, family, good-guy. Totally, in 2009 he forfeited $22 million because of the loss of sponsorship. Because Woods cheated his wife, but still was number 1 in the world, sport-related sponsors such, as Nike and Electronic Arts didn’t drop him despite the pressure. However, so as to reform situation Nike produced the now well-know commercial of a remorseful Woods, listening to counsel of his father, speaking from the burial place.

Reference:

Tag Heuer (nd) Watches – Swiss Luxury Watches for Men and for Women, available at:

http://www.tagheuer.com  (accessed: 28 April)

Taylor B. D. (2012) The Creative Edge: 17 Biographies of Cultural Icons, Hoboken: Wiley

Spry, A; Pappu, R; Cornwell, TB. (2011) Celebrity endorsement, brand credibility and brand equity, European Journal Of Marketing, 45(6), pp.882-909, available at: http://www.emeraldinsight.com/journals.htm?articleid=1926001 (accessed: 28 April)

PGA Tour (nd) Charity involvement available at: http://www.pgatour.com/players/player.08793.tiger-woods.html (accessed: 28 April)

Kalb I. (2013) Why Brands like Nike Stuck With Tiger Woods Through his scandal, Business Insider 5 April, available at:http://www.businessinsider.com/tiger-woods-a-tale-of-two-images-2013-4 (accessed: 28 April)