Celebrity endorsements

Exploring the processes for finding the right celebrity to endorse a brand

Svend Hollensen, Christian Schimmelpfennig

    Publikation: Bidrag til tidsskriftTidsskriftartikelForskningpeer review

    Resumé

    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

    Fingeraftryk

    Celebrity endorsement
    Endorsements
    Celebrity
    Consumer promotions
    Decision-making process
    Emotion
    Marketing
    Stakeholders

    Citer dette

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    abstract = "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 Lindtond Roger Federer as well as OMV/BP and Hansi Hinterseer teamed up are presented for illustration.",
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    Celebrity endorsements : Exploring the processes for finding the right celebrity to endorse a brand. / Hollensen, Svend; Schimmelpfennig, Christian.

    I: Journal of Brand Strategy, Bind 2, Nr. 4, 01.04.2014, s. 366-378.

    Publikation: Bidrag til tidsskriftTidsskriftartikelForskningpeer review

    TY - JOUR

    T1 - Celebrity endorsements

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    AU - Hollensen, Svend

    AU - Schimmelpfennig, Christian

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    Y1 - 2014/4/1

    N2 - 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 Lindtond Roger Federer as well as OMV/BP and Hansi Hinterseer teamed up are presented for illustration.

    AB - 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 Lindtond Roger Federer as well as OMV/BP and Hansi Hinterseer teamed up are presented for illustration.

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    KW - Marketing Strategy

    KW - Celebrity Endorsement

    KW - Decision Making

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    EP - 378

    JO - Journal of Brand Strategy

    JF - Journal of Brand Strategy

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