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Christian Schimmelpfennig
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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 - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Selection of Celebrity Endorsers : A case approach to developing an Endorser Selection Process ModelThis paper aims at shedding some light on the various avenues marketers can undertake until finally an endorsement contract is signed. The focus of the study lies on verifying the generally held assumption that endorser selection is usually taken care of by creative agencies, vetting several candidates by means of subtle evaluation procedures. A case study research has been carried out among companies experienced in celebrity endorsements to learn more about the endorser selection process in practise. Based on these cases theory is inductively developed. The research suggests that the generally held assumption that endorsers being selected and thoroughly vetted by a creative agency may not be universally valid. A normative model to illustrate the continuum of the selection process in practise is suggested and the two polar case studies (Swiss brand Lindt and Austrian Vitatherm) are presented in depth. As the results of the study suggest, generally held assumptions towards the endorser selection process may be challenged. Consequently, this affects the necessary accuracy of models to evaluate the brand-endorser matchup. Conducted case studies indicate that there are various avenues how brands come to their endorser. This paper could not find evidence of a best practice strategy. A normative model for the celebrity endorser selection process is suggested.Type:journal articleJournal:Marketing Intelligence & PlanningVolume:31Issue:1Scopus© Citations 22