Celebrity endorsements: Exploring the processes for finding the right celebrity to endorse a brand

Svend Hollensen, Christian Schimmelpfennig

    Publikation: Bidrag til tidsskriftTidsskriftartikelForskningpeer review

    Abstrakt

    Celebrity endorsements are a popular business-to-consumer promotion strategy in the UK as well as internationally. This is with good reason: they provide a very emotionol approach to product promotion. The rational explanation for the increasing use of the famous in marketing compaigns is simple: Endorsements are promising meons to counter limitations of conventional product differentiotion. The process that companies pursue until an endorsement deal is signed may be emotional or rotional. In this paper, the authors shed some light on endorser selection from a brand perspective and look into how brands arrive at being represented by a celebrity, the stakeholders that are involved in the process and whether the decision-making process is objective or intuitive. Reat-life case studies depicting how Lindt
    ond Roger Federer as well as OMV/BP and Hansi Hinterseer teamed up are presented for illustration.
    OriginalsprogEngelsk
    TidsskriftJournal of Brand Strategy
    Vol/bind2
    Udgave nummer4
    Sider (fra-til)366-378
    ISSN2045-855X
    StatusUdgivet - 1. apr. 2014

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