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Christian Schimmelpfennig
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Schimmelpfennig
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Christian
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Item type:Publication, Celebrity Endorsements : Exploring the processes for finding the right celebrity endorser for your brandCelebrity endorsements are a popular B2C promotion strategy in the United Kingdom as well as internationally. For good reason: they provide a very emotional approach to product promotion. The rational explanation for the increasing use of the famous in marketing campaigns is simple: endorsements are a promising means to counter limitations of conventional product differentiation. The process companies pursue until an endorsement deal is signed may be both, emotional or rational. In this article the authors shed some light on endorser selection from a brand perspec-tive and look into how brands arrive at being represented by a celebrity, the stakehold-ers that are involved in the process and whether the decision-making is rather objective or intuitive.Type:journal articleJournal:Journal of Brand StrategyVolume:2013Issue:3