Celebrity Endorsements : Exploring the processes for finding the right celebrity endorser for your brand
Journal
Journal of Brand Strategy
ISSN
2045-855X
ISSN-Digital
2045-8568
Type
journal article
Date Issued
2013-09-01
Author(s)
Abstract
Celebrity 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.
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.
Language
English
Keywords
celebrity endorsements
celebrity branding
branding
advertising strategy
brand equity
brand management
HSG Classification
contribution to practical use / society
Refereed
Yes
Publisher
Henry Stewart Publications
Publisher place
London
Volume
2013
Number
3
Start page
60
End page
83
Pages
24
Subject(s)
Division(s)
Eprints ID
224567