you are expected to write a
literature review on the impact of celebrity endorsement on a product’s brand credibility and equity. You can set one or a few objectives for the literature search and then conduct the search. The literature review is a critical look at the existing research that is significant to the
work that you are carrying out. It is not a summary but you also need to evaluate relevant research and show the relationships between different works. In other words, you cannot simply give a concise description of, for example, an article: you need to select what parts of the research to discuss and criticize and show how it relates to other work. You will be expected to have consulted books, at least 10 relevant academic journal articles, conference proceedings, theses and dissertations to write the literature review on this topic.
Try to search the EBSCO, EMERALD and PROQUEST databases in particular. All
references must be clearly listed at the end of the assignment.
critical analysis of the literature review, areas for future research, conclusion and
references is essential. Your Word assignment should be typed in Times new roman with font 12 and
double line spacing. Literature review should be in an
easy to follow format and should be free of spelling and grammatical errors.
WARNING: Selection of literary support from Google, Wikipedia, www.NetMBA.com,
www.marketingteacher.com, www.tutor2u.com and so on will be treated very negatively.
These are not appropriate sources for your academic assignment and their use is not
Literature review 20
Critical appraisal 7
Area(s) for future research 5
Structure, grammar and presentation 3
Total 50 marks