Celebrities’ Impact on Branding Center on Global Brand Leadership Columbia Business School January 15, 2003 Christina Schlecht 527 Riverside Dr., Apt. 4K New York, NY 10027 (212) 280 5447 cschlecht02@gsb.columbia.edu Table of Contents 1. Introduction 2. A Definition of ‘Celebrity’ 3. Celebrities as Spokespersons 4. Source Credibility and Attractiveness 5. The Match-up Hypothesis 6. The Meaning Transfer Model 7. Multiple Brand and Celebrity Endorsement 8. Conclusion Table of Figures
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populαr mαrketing strαtegy: celebrity endorsement. Indeed, even though celebrity endorsement represents some risks, it is α lαrgely used method to reαch competitive αdvαntαge by compαnies. Todαy, compαnies spend millions eαch yeαr for the endorsement of their products/services by celebrities. It is αlwαys a greαt chαllenge for mαrketers to determine the meαning consumers αssociαte with the brαnd in order to select the right celebrity αnd to build the right celebrity endorsement concept. This study αims
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Impact of Advertising on Consumers’ buying behavior through Persuasiveness, Brand Image, and Celebrity endorsement Shumaila Ahmed and Ayesha Ashfaq ABSTRACT The present research paper is focusing on the impact of advertising on consumer’s buying behaviors. Brand image, persuasiveness and celebrity endorsement in the advertising are the key factors, which raise the consumers’ intentions towards the product and buying behaviors. The buying behavior is strongly influenced
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Impact of Advertising on Consumers’ buying behavior through Persuasiveness, Brand Image, and Celebrity endorsement Shumaila Ahmed and Ayesha Ashfaq ABSTRACT The present research paper is focusing on the impact of advertising on consumer’s buying behaviors. Brand image, persuasiveness and celebrity endorsement in the advertising are the key factors, which raise the consumers’ intentions towards the product and buying behaviors. The buying behavior is strongly influenced
Words: 3557 - Pages: 15
The Impact of Spokesperson Credibility on Product Favorability and Purchase Intention – A Study of International Cosmetic Brands with the Taiwanese Market as an Example University of Newcastle upon Tyne Business MSc International Marketing Chyi-wen Wang Supervisor: Professor Matthew Gorton 0 Dissertation Submission 2009 Student Name: Chyi-wen Wang Student Number: 098045495 Dissertation Title: The Impact of Spokesperson Credibility on Product Favorability and Purchase Intention–
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Celebrity Endorsement in the fashion industry (march 2010) Table of Contents List of tables Acknowledgements Authors Declaration Abstract Introduction Chapter 1: Literature Review Chapter 2: Methodology & Objectives Chapter 3: Data Analysis/Findings Chapter 4: Conclusions Recommendations Appendice 1: The model of Celebrity Endorsement Appendice 2: The meaning transfer of McCracken Appendice 3: Questionnaire Appendice 4: Coding Questionnaire Bibliography List of Table/figure Table 1: 4 types
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Edelman report on Gen Y-ers, Gen Y-ers see brands as a form of self expression. The more a brand aligns with a persons lifestyle, the more likely it is that he/she will personally identify with the brand. On social networking sites, Gen Y-ers use brands as a “personal identifier” second only to religion and ethnicity. This trend is global. In a very telling sentence, one Russian Gen Y-er states, “Some brands help me to create my image.” So, I predict that brand tattoos are gaining popularity because
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16-and-under Eddie Herr Championship. 2. From the case how does the Business of Sports impact players’ careers (outside their sports activities)? Establishing a brand is key in any athletes career, in the case of Maria Sharapova she had ‘team sharapova’ that helped her build her brand. Like in Sharapova’s talent and winning are at the forefront of it all, without it it is impossible to build a power brand. Maria had all the talent in the world and winning the 2004 Wimbledon she exploded as tennis
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players are leaving no stone unturned to connect their brand with their target audience. Companies are concentrating on international markets for a number of reasons. Many companies in the United States and Western Europe have recognized that their domestic markets offer them limited opportunities for expansion because of slow population growth, saturated markets, intense competition and /or unfavorable marketing environment. Most
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Marketing Environment Gordon Bowen Table of contents : Executive Summary: 2 Introduction: 3 Findings: 4 Factors: 4 Brand awareness: 4 Creativity: 4 Media: 5 Rational appeal: 6 Emotional appeal: 6 Specialized area: 7 Celebrity endorsement: 7 Recommendations: 8 Conclusion: 9 References: 9 Appendices: 12 Executive Summary: This report examines five factors that make an advertisement
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