Download or read book How to Execute Celebrity Endorsements for Enhancing Brand Preferences written by Kisholoy Roy and published by Createspace Independent Publishing Platform. This book was released on 2017-08-12 with total page 174 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book titled How to Execute Celebrity Endorsements for Enhancing Brand Preferences? speaks of the various theoretical and empirically established perspectives regarding celebrity endorsements in its opening segment. The concluding segment mentions some interesting published accounts of brands and of celebrities endorsing those brands successfully. All the published accounts are in sync with the core theme of the book which is how can celebrity endorsements contribute to enhanced brand preferences. I as someone who has been researching and publishing in the domain of celebrity endorsements for over a decade now do hope that i have been able to collate some of the priceless thoughts on brand endorsements which will be found phenomenally enriching by the readers of this book. The books should find its readers in management students, media and advertising professionals, research scholars, teachers and even CELEBRITIES!
Download or read book How to Execute Celebrity Endorsements for Enhancing Brand Preferences written by Dr Kisholoy Roy and published by KISHOLOY ROY. This book was released on 2018-07-16 with total page 175 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book titled How to Execute Celebrity Endorsements for Enhancing Brand Preferences? speaks of the various theoretical and empirically established perspectives regarding celebrity endorsements in its opening segment. The concluding segment mentions some interesting published accounts of brands and of celebrities endorsing those brands successfully. All the published accounts are in sync with the core theme of the book which is how can celebrity endorsements contribute to enhanced brand preferences. I as someone who has been researching and publishing in the domain of celebrity endorsements for over a decade now do hope that i have been able to collate some of the priceless thoughts on brand endorsements which will be found phenomenally enriching by the readers of this book. The books should find its readers in management students, media and advertising professionals, research scholars, teachers and even CELEBRITIES!
Download or read book How Has The Indian Brand Endorsement Landscape Evolved written by Dr Kisholoy Roy and published by KISHOLOY ROY. This book was released on 2020-02-26 with total page 185 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book can well be considered as a sequel to my authored book published in 2017 titled How To Execute Celebrity Endorsements to Enhance Brand Preferences? If my first book on celebrity endorsements was more academic in nature and content, this book of mine is more industry oriented and analytical that can well be considered as a documented commentary of the way Indian brand endorsement space has evolved between 2015 and 2020. During this period certain redefining moments happened to the celebrity endorsement stratosphere like the Maggi controversy, the demonetization drive and the digitization of the Indian media and entertainment business. Lot of tectonic shifts in Indian celebrity endorsements have been observed that have been covered in detail in this book along with offering clear indication as to what more can be expected in times to come.
Download or read book Impact of Celebrity Endorsements on Brand Image written by Debiprasad Mukherjee and published by . This book was released on 2009 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: Celebrity endorsement has been established as one of the most popular tools of advertising in recent time. It has become a trend and perceived as a winning formula for product marketing and brand building. It is easy to choose a celebrity but it is tough to establish a strong association between the product and the endorser. While the magnitude of the impact of celebrity endorsement remains under the purview of gray spectacles, this paper is an effort to analyze the impact of celebrity endorsements on brands. Objective of this article is to examine the relationship between celebrity endorsements and brands, and the impact of celebrity endorsement on consumer's buying behavior as well as how consumer makes brand preferences. This paper proposes a 20 point model which can be used as blue-print criteria and can be used by brand managers for selecting celebrities and capitalizing the celebrity resource through 360 degree brand communication which, according to this paper, is the foundation of the impact of celebrity endorsement. Celebrity endorsement is always a two-edged sword and it has a number of positives - if properly matched it can do wonders for the company, and if not it may produce a bad image of the company and its brand.
Download or read book Celebrity Social Media Influencers and Brand Performance written by Saloomeh Tabari and published by Palgrave Macmillan. This book was released on 2024-10-04 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: Celebrity endorsement has shown to be an effective way enhancing brand-related attitudes, reinforcing behavioural intentions, and shaping brand perceptions. Indeed, companies devote a lot of resources on celebrity endorsement to exploit emotional bonds between consumers and brands in order to accomplish their desired brand image and increase brand awareness, differentiation, and brand loyalty. In short, brands that are endorsed by a favourite celebrity and influencer become more credible and trustworthy. This edited book examines this new era of marketing by focusing on the impact of employing celebrities, SMIs and virtual influencers to endorse the brand as a key advertising tactic. In particular, it focuses on the rise of social media usage and the corresponding changes in advertising strategies in the digital era. As well as exploring this rise of celebrity influencers and their value, the book also takes a critical lens, examining their roles in fuelling the growth of materialism, causing mental health issues among adolescents, and aiding the development of fast fashion. With this balanced and comprehensive approach, this book is an essential resource for anyone interested in the future of advertising.
Download or read book The Influence of Celebrity Endorsements on the Buying Intension of Young Consumers in India written by Kunal Gaurav and published by GRIN Verlag. This book was released on 2017-10-12 with total page 67 pages. Available in PDF, EPUB and Kindle. Book excerpt: Project Report from the year 2017 in the subject Business economics - Offline Marketing and Online Marketing, grade: A+, , language: English, abstract: The universe of today is evolving quickly and India is no exception. Particularly after the opening up of the economy, the pace of progress that India and its people are encountering in their socio-social environment is mind boggling. Every brand attempts to steal at least fraction of a person’s time to inform him/her about the amazing and different attributes of the product at hand. The challenge of the marketer is to find a hook that will hold the subject’s attention. In helping to achieve this, use of celebrity for endorsement of a brand is widely used marketing strategy. It has been uncovered amid the examination that whooping sums being paid by the advertisers to these celebrities are some place powerful. The main objective of this study is to analyze the impact of various constructs of celebrity endorsement on the buying intention of young consumer. There is two more objective of this study such as to identify the various constructs of celebrity endorsement and to now the consumer perception towards celebrity endorsement.
Download or read book Paradigm shifts in Business Delivery Innovative Management Practices written by St martin Institute of Business Management and published by Archers & Elevators Publishing House. This book was released on with total page pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book How Has The Indian Brand Endorsement Landscape Evolved written by Dr Kisholoy Roy and published by . This book was released on 2020-02-27 with total page 184 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book can well be considered as a sequel to my authored book published in 2017 titled How To Execute Celebrity Endorsements to Enhance Brand Preferences? If my first book on celebrity endorsements was more academic in nature and content, this book of mine is more industry oriented and analytical that can well be considered as a documented commentary of the way Indian brand endorsement space has evolved between 2015 and 2020. During this period certain redefining moments happened to the celebrity endorsement stratosphere like the Maggi controversy, the demonetization drive and the digitization of the Indian media and entertainment business. Lot of tectonic shifts in Indian celebrity endorsements have been observed that have been covered in detail in this book along with offering clear indication as to what more can be expected in times to come.
Download or read book Celebrity Endorsements Theoretical Explanations of Meaning Transfer and Schema based Models Recent Developments written by Matthias Röderstein and published by GRIN Verlag. This book was released on 2005-12-15 with total page 27 pages. Available in PDF, EPUB and Kindle. Book excerpt: Seminar paper from the year 2005 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,3, Technical University of Chemnitz, course: Seminar, language: English, abstract: Michael Jordan, Tiger Woods, Heidi Klum, Günther Jauch, Thomas Gottschalk, they have all something in common. They are famous due to their public appearance and achievements in sport, television, magazines etc. Additionally, all of them are promoting or endorsing prod-ucts. The use of famous spokesperson or celebrities in marketing communications in the United States is growing since the late 1970’s and has reached a percentage of nearly 25% at the end of the 1990’s. Statistics for the german market also suggest an increased use of fa-mous testimonials, although their percentage relative to other communication strategies is seen as lower. Some researchers contend a positive economic effect of celebrity endorse-ments despite they are very expensive. Noticing that endorsement contracts with celebrities are expensive raises several questions. What makes them so interesting for companies? Why are marketeers using celebrities instead of “normal” people? For executive directors it may be useful to know how the “right” celebrity could be selected from the big crowd of popular per-sons. Furthermore, which are the factors predicting wether a celebrity is effective or not as an endorser? From a more scientific point of view, it is interesting to shed light to the processes through which consumers perceive advertisements with celebrities. As the title of this study suggests, these questions are answered in a somehow theoretical way, but with some practical conclusions. Chapter 2 explains to which extent the celebrity may be part of the communication process and which effectiveness criteria exist. Having defined and classified the main concepts of this paper in chapter 2, which are celebrity endorsement and schemas, some models that are related to celebrity endorsements are explained. Research of celebrity endorsement has focused mainly on four different approaches. First, the characteris-tics of an endorser as a source of information, divided in attractiveness (3.1) and credibility (3.2). Additionally, Match-Up between product and endorser characteristics are examined (3.3). Finally, in a more comprehensive model, researchers investigated in transfer of mean-ings from celebrities to products and then to consumers (3.4). This study will end with some limitations and expectations to further research.
Download or read book Enhancing Brand Credibility Via Celebrity Endorsement written by Angeline Close Scheinbaum and published by . This book was released on 2020 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: Building on source credibility theory, the authors test a structural model for advertisers and scholars to explain brand outcomes of celebrity endorsement. The empirical context is the global airline industry with a fitting sample of at an international airport (n=637). Results of structural equations analyses show that consumers' perception of a celebrity endorser's attractiveness and trustworthiness brings a lift in brand attitude, brand credibility, and in turn purchase intention towards endorsed brands. The contribution to source credibility theory is the finding that endorser trustworthiness is the only component of source credibility that is important to low involvement consumers. The takeaway for advertisers in this industry is to use attractive celebrity endorsers with a global appeal who are trustworthy to enhance brand credibility.
Download or read book Proceedings of MAC EMMT 2014 written by Collective of authors and published by MAC Prague consulting. This book was released on 2014-04-25 with total page 171 pages. Available in PDF, EPUB and Kindle. Book excerpt: Proceedings of the scientific conference on economics, management, marketing and transportation.
Download or read book Celebrity Branding written by Shareen Kaheaku and published by . This book was released on 2019-11-02 with total page 50 pages. Available in PDF, EPUB and Kindle. Book excerpt: Celebrity Branding was written with one thing in mind; for both parties involved to win. Every celebrity goes through a period in their life, where they desire to make additional income. Some celebrities endorse brands that are new while others endorse brands that are well known and more established. With this book you will learn how to become a brand sponsor and how to utilize a celebrity for branding. To those interested in Celebrity Branding, Welcome to My World, where the glam and glitz meets marketing. We all know that Marketing, is the key to success in any business endeavor you choose to get into. The tools in this book will help to connect celebrities with businesses. Celebrity Branding can boost your business and take it to the top almost overnight. Key note speakers, Influencer's, Artist's and Mentor's can help you to find your voice. Make that mass movement, and start living the life you were meant to live. Extraordinary lives are built by branding. The time is now, branding your message through a celebrity may increase your chances drastically. Your message matters, so make it count. The real secrets to transforming your life. From my experience with promotions, it gave me this idea to utilize the local celebrities, during events to help boost a brand sponsor. As a Celebrity photographer it made my job easier and more exciting again. Hope you enjoy this book. This book will help you learn the following; How Celebrity endorsements help to boost a brand, the pros and cons of Celebrity Branding, and about paid and unpaid endorsements. If you are ready to begin Celebrity Branding yourself and to be successful in this field, start the process by buying this book. Happy Branding! #KPI-Mentor "Strive for Excellence"-Kulia I ka nu'u #Aloha'Aina
Download or read book Developing Successful Global Strategies for Marketing Luxury Brands written by Mosca, Fabrizio and published by IGI Global. This book was released on 2021-03-26 with total page 351 pages. Available in PDF, EPUB and Kindle. Book excerpt: In recent times, the advent of new technologies, the concerns about sustainability, and the new tastes of the youngest generations of luxury consumers have affected the traditional dynamics of the luxury goods markets. These emerging issues have caused significant changes in the marketing of luxury goods. Sustainable development is not a new practice in the luxury market but is of increasing importance. The real challenge is for luxury companies to overcome the residual corporate social responsibility perspective to embrace a real integration of environmental, ethical, and social concerns into the corporate strategy. Integrated output and sustainable processes, the introduction of non-financial reporting as operational practice, and a new orientation to circular economy practices are emerging issues that still today request for a deeper exploration both on the academic and managerial point of view. Digitalization is another relevant issue that is reshaping the business model of luxury companies. Big data, blockchain, omnichannel experience, and digital customer experience represent the main digital challenges that luxury brand companies are facing nowadays. Luxury brands must keep up with these digital demands and sustainability concerns to maintain their position in the global market. Developing Successful Global Strategies for Marketing Luxury Brands upgrades the most relevant theoretical frameworks and empirical research about the marketing of luxury goods. This book is focused on contemporary issues affecting luxury industries such as digital transformation (blockchain, big data, analytics, innovation processes), sustainable development, changes in luxury consumers’ behavior, integration between physical and online channels, and the development of social media marketing strategies. Chapters will cover areas of marketing, management, buyer behavior, and international business, creating a multidisciplinary approach for this book. This book is ideal for scholars, local government agencies and public bodies, managers, luxury business owners, along with practitioners, stakeholders, researchers, academicians, and students who are interested in emerging issues affecting the luxury market, such as sustainability and digital transformation.
Download or read book Strategic Corporate Communication in the Digital Age written by Mark Anthony Camilleri and published by Emerald Group Publishing. This book was released on 2021-02-19 with total page 206 pages. Available in PDF, EPUB and Kindle. Book excerpt: Strategic Corporate Communication in the Digital Age explores how contemporary communication approaches are crossing boundaries as innovative media formats and digital transformations offer new challenges and opportunities to academia and practitioners.
Download or read book Contemporary Issues in Luxury Brand Management written by Sylvie Studente and published by Taylor & Francis. This book was released on 2023-03-31 with total page 188 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book provides a comprehensive overview of the key themes surrounding luxury brand management and the core issues faced by luxury firms today. The luxury industry has undergone a series of dynamic changes in the past twenty years. Economic trends, digital transformation, and changing consumer habits are creating a new competitive landscape where traditional strategies will not necessarily provide continued growth and profitability. Approaching luxury from a realistic brand management perspective, this book works step-by-step through a typical luxury course structure, covering sustainability, heritage, emerging brands, digital marketing and analytics, curation, intellectual property, and start-ups. Each chapter is illustrated by a relevant international case study and further examples, as well as reflective questions to help gain insight from contemporary practice. With additional PowerPoint slides and a test bank of questions available online, this comprehensive textbook should be core reading for postgraduate students studying luxury brand management or luxury strategy.
Download or read book Brand Perception by Celebrity Endorsement written by Das Saumendra and published by . This book was released on 2018 with total page 15 pages. Available in PDF, EPUB and Kindle. Book excerpt: Brand is the most valuable asset of any company and promoting the product of that company through a brand ambassador can enhance brand value or equity which in turn can be leveraged through brand extension. Although brand personality also nourishes brands to gain market share, command premium price and insulates from discounting brands. Endorsing brands of any products through a well known personality has become very prominent these days as they sort out the problem of over communication, provides instant recognition and transfers their goodwill to the brand. There are some theories like Source Credibility Theory, Source Attractiveness Theory and Meaning Transfer Theory which provide a transparent methodology of celebrity endorsement which explains how the process of the celebrity endorsement influences the minds of the consumers. As we know, many industries invest huge amounts of money as advertising expenditure for hiring the right celebrity. However there lies uncertainty with respect to the returns that the company might be able to garner for the brand. The issue of matching the values of the celebrity with the brand values is also very important, i.e. getting the right celebrity to endorse the right brand. In this way consumers perceive the brand as having superior quality because it has been endorsed by a credible source. This makes endorsement as one of the indictors of quality for any brand. Corporate credibility along with endorser credibility plays a significant role in the attitude of the consumer towards the brand and the advertisement respectively. On the other hand, the over popularity of the celebrity sometimes overshadows the brand. When the celebrity is involved in multiple endorsements, it tends to create confusion among consumers and hence adversely affects the perception of the advertisement and the brand. In this article we tried to propose the usefulness of different theories in celebrity endorsement for different Indian brands.
Download or read book Effectiveness of Celebrity Endorsements in Generating Purchase Intentions and Enhancing Brand Attitudes written by Aileen Noonan and published by . This book was released on 2006 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt:
