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Celebrity Endorsement Why Do Consumers Like Celebrity Endorsers
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Book Synopsis Strategic Corporate Communication in the Digital Age by : Mark Anthony Camilleri
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.
Book Synopsis Exploring the Dynamics of Consumerism in Developing Nations by : Gbadamosi, Ayantunji
Download or read book Exploring the Dynamics of Consumerism in Developing Nations written by Gbadamosi, Ayantunji and published by IGI Global. This book was released on 2019-01-11 with total page 451 pages. Available in PDF, EPUB and Kindle. Book excerpt: As developing nations increase their consumption rate, their relevance in the global marketplace grows. Existing assumptions and postulations about consumer consumption in various societies are being displaced largely due to the dynamic nature of the market. However, research has not been adequately devoted to explore the developments in consumer behavior in developing nations, which has resulted in numerous unanswered questions. Exploring the Dynamics of Consumerism in Developing Nations provides vital research on consumer behavior in developing countries and changes in the socio-cultural dimensions of marketing. While highlighting topics such as celebrity influence, marketing malpractices, and the adoption of e-government, this publication is ideally designed for researchers, advanced-level students, policymakers, and managers.
Book Synopsis Driving Customer Appeal Through the Use of Emotional Branding by : Garg, Ruchi
Download or read book Driving Customer Appeal Through the Use of Emotional Branding written by Garg, Ruchi and published by IGI Global. This book was released on 2017-09-13 with total page 385 pages. Available in PDF, EPUB and Kindle. Book excerpt: The value of advertising has always been an effective way to increase consumerism among customers. Through the use of emotional branding, companies and organizations can now target new and old patrons while building a strong relationship with them at the same time, to ensure future sales. Driving Customer Appeal Through the Use of Emotional Branding is a critical scholarly resource that examines the responses consumers have to differing advertising strategies, and how these reactions impact sales. Featuring relevant topics such as multisensory experiences, customer experience management, brand hate, and product innovation, this publication is ideal for CEOs, business managers, academicians, students, and researchers that are interested in discovering more effective and efficient methods for driving business.
Book Synopsis Asian Brand Strategy (Revised and Updated) by : M. Roll
Download or read book Asian Brand Strategy (Revised and Updated) written by M. Roll and published by Springer. This book was released on 2016-02-11 with total page 356 pages. Available in PDF, EPUB and Kindle. Book excerpt: This second edition of the bestselling Asian Brand Strategy takes a look at how Asian brands continue to gain share-of-voice and share-of-market. Featuring a user-friendly strategic model, new research, and case studies, this book provides a framework for understanding Asian branding strategies and Asian brands.
Book Synopsis The Influence of Celebrity Endorsements on the Buying Intension of Young Consumers in India by : Kunal Gaurav
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.
Book Synopsis Strategic Innovative Marketing and Tourism by : Androniki Kavoura
Download or read book Strategic Innovative Marketing and Tourism written by Androniki Kavoura and published by Springer Nature. This book was released on 2020-03-09 with total page 1074 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book covers a very broad range of topics in marketing, communication, and tourism, focusing especially on new perspectives and technologies that promise to influence the future direction of marketing research and practice in a digital and innovational era. Among the areas covered are product and brand management, strategic marketing, B2B marketing and sales management, international marketing, business communication and advertising, digital and social marketing, tourism and hospitality marketing and management, destination branding and cultural management, and event marketing. The book comprises the proceedings of the International Conference on Strategic Innovative Marketing and Tourism (ICSIMAT) 2019, where researchers, academics, and government and industry practitioners from around the world came together to discuss best practices, the latest research, new paradigms, and advances in theory. It will be of interest to a wide audience, including members of the academic community, MSc and PhD students, and marketing and tourism professionals.
Download or read book Celebrity Sells written by Hamish Pringle and published by John Wiley & Sons. This book was released on 2004-05-21 with total page 355 pages. Available in PDF, EPUB and Kindle. Book excerpt: Celebrities have always captured the imagination of the public. In today's age of consumerism, their ability to influence our behaviour can be seen worldwide. Harnessing this power can reap huge rewards for business — the Jamie Oliver campaign helped turn around Sainsbury?s fortunes, with the return on investment estimated at £27.95 for every advertising pound spent; sales of Walker?s Crisps increased by 105% thanks to Gary Lineker; One to One re-launched its brand with stars including Kate Moss and Elvis Presley. Celebrity Sells demonstrates the awesome power of famous names, when skilfully used, to sell brands and offers practical advice on how to develop and advertise a brand using celebrities, including: How to choose the right celebrity for your brand How to build your brand using a celebrity How to manage relationships with celebrities How to protect celebrity and brand reputation
Book Synopsis The Fall of Advertising and the Rise of PR by : Al Ries
Download or read book The Fall of Advertising and the Rise of PR written by Al Ries and published by Harper Collins. This book was released on 2009-03-17 with total page 322 pages. Available in PDF, EPUB and Kindle. Book excerpt: Bestselling authors and world-renowned marketing strategists Al and Laura Ries usher in the new era of public relations. Today's major brands are born with publicity, not advertising. A closer look at the history of the most successful modern brands shows this to be true. In fact, an astonishing number of brands, including Palm, Starbucks, the Body Shop, Wal-Mart, Red Bull and Zara have been built with virtually no advertising. Using in-depth case histories of successful PR campaigns coupled with those of unsuccessful advertising campaigns, The Fall of Advertising provides valuable ideas for marketers -- all the while demonstrating why advertising lacks credibility, the crucial ingredient in brand building, and how only PR can supply that credibility; the big bang approach advocated by advertising people should be abandoned in favor of a slow build-up by PR; advertising should only be used to maintain brands once they have been established through publicity. Bold and accessible, The Fall of Advertising is bound to turn the world of marketing upside down.
Book Synopsis Advances in Advertising Research (Vol. 2) by : Shintaro Okazaki
Download or read book Advances in Advertising Research (Vol. 2) written by Shintaro Okazaki and published by Gabler Verlag. This book was released on 2011-06-21 with total page 490 pages. Available in PDF, EPUB and Kindle. Book excerpt: This volume grew out of research papers presented at the 9th ICORIA (International Conference on Research in Advertising) which was held at Universidad Autónoma de Madrid, Spain, on June 24-26, 2010. The conference involved advertising, communication, and marketing scholars located all over the world, thereby setting an example of diversity and plurality in our ICORIA community.
Download or read book Brand Mascots written by Stephen Brown and published by Routledge. This book was released on 2014-06-27 with total page 352 pages. Available in PDF, EPUB and Kindle. Book excerpt: Tony the Tiger. The Pillsbury Doughboy. The Michelin Man. The Playboy bunny. The list of brand mascots, spokes-characters, totems and logos goes on and on and on. Mascots are one of the most widespread modes of marketing communication and one of the longest established. Yet, despite their ubiquity and utility, brand mascots seem to be held in comparatively low esteem by the corporate cognoscenti. This collection, the first of its kind, raises brand mascots’ standing, both in an academic sense and from a managerial perspective. Featuring case studies and empirical analyses from around the world – here Hello Kitty, there Aleksandr Orlov, beyond that Angry Birds – the book presents the latest thinking on beast-based brands, broadly defined. Entirely qualitative in content, it represents a readable, reliable resource for marketing academics, marketing managers, marketing students and the consumer research community. It should also prove of interest to scholars in adjacent fields, such as cultural studies, media studies, organisation studies, anthropology, sociology, ethology and zoology.
Book Synopsis Psychological Processes and Advertising Effects by : Linda F. Alwitt
Download or read book Psychological Processes and Advertising Effects written by Linda F. Alwitt and published by Taylor & Francis. This book was released on 2022-02-16 with total page 318 pages. Available in PDF, EPUB and Kindle. Book excerpt: In the 1980s our understanding of how advertising affects consumer behavior was undergoing a dramatic transformation. Recent theoretical and methodological advances in cognitive psychology, social cognition, and artificial intelligence were largely responsible for this transformation. These advances provided a better understanding of the information acquisition process and how information is stored in memory. Consequently, we have been able to incorporate memory, the processing of visual information and affect into our models of advertising effects. However, there were still many unanswered questions. Among these are: (1) Exactly what is the relationship between the different mediators of persuasion? (2) How is memory for advertising related to persuasion? (3) What are the theoretical underpinnings of attitude toward the advertisement? (4) What determines the effect of persuasion over time? (5) What factors affect attention to advertising? (6) What psychological processes occur during the watching of a television commercial? and (7) What factors affect individual differences in the processing of advertising messages? Originally published in 1985, the chapters in this volume provide insights into these questions. They are organized in terms of four psychological processes which contribute to our understanding of how advertising works. These are affective reactions to advertisements, persuasion, psychological processes during television viewing, and involvement.
Book Synopsis Brand Leadership by : David A. Aaker
Download or read book Brand Leadership written by David A. Aaker and published by Simon and Schuster. This book was released on 2012-12-11 with total page 550 pages. Available in PDF, EPUB and Kindle. Book excerpt: Management fads come and go in the blink of an eye, but branding is here to stay. Closely watched by the stock market and obsessed over by the biggest companies, brand identity is the one indisputable source of sustainable competitive advantage, the vital key to customer loyalty. David Aaker is widely recognised as the leading expert in this burgeoning field. Now he prepares managers for the next wave of the brand revolution. With coauthor Erich Joachimsthaler, Aaker takes brand management to the next level - strategic brand leadership. Required reading for every marketing manager is the authors' conceptualisation of 'brand architecture' - how multiple brands relate to each other - and their insights on the hot new area of Internet branding. Full of impeccable, intelligent guidance, BRAND LEADERSHIP is the visionary key to business success in the future.
Book Synopsis Handbook of Brand Relationships by : Deborah J. MacInnis
Download or read book Handbook of Brand Relationships written by Deborah J. MacInnis and published by Routledge. This book was released on 2014-12-18 with total page 536 pages. Available in PDF, EPUB and Kindle. Book excerpt: Brand relationships are critical because they can enhance company profitability by lowering customer acquisition and retention costs. This is the first serious academic book to offer a psychological perspective on the meaning of and basis for brand relationships, as well as their effects. "The Handbook of Brand Relationships" includes chapters by well-known marketing and psychology scholars on topics related to the meaning, significance, and measurement of brand relationships; the critical connections between consumers and the brand; how brand relationships are formed through both thoughtful and non-thoughtful processes; and how they are built, repaired, and leveraged through brand extensions. An integrative framework introduces the book and summarizes the chapters' key ideas. The handbook also identifies several novel metrics for measuring various aspects of brand relationships, and it includes recommendations for further research.
Book Synopsis Endorsements in Advertising by : Kerry Segrave
Download or read book Endorsements in Advertising written by Kerry Segrave and published by McFarland. This book was released on 2015-01-24 with total page 241 pages. Available in PDF, EPUB and Kindle. Book excerpt: The use of endorsements and testimonials to sell anything imaginable is a modern development, though the technique is centuries old. Before World War I, endorsement ads were tied to patent medicine, and were left with a bad reputation when that industry was exposed as quackery. The reputation was well earned: claims of a product's curative powers sometimes ran opposite the endorser's obituary, and Lillian Russell once testified that a certain compound had made her "feel like a new man." Distrusted by the public, banished from mainstream publications, endorsements languished until around 1920, but returned with a vengeance with the growth of consumerism and modern media. Despite its questionable effectiveness, endorsement advertising is now ubiquitous, costing advertisers (and consequently consumers) hundreds of millions of dollars annually. This exploration of modern endorsement advertising--paid or unsolicited testimonials endorsing a product--follows its evolution from a marginalized, mistrusted technique to a multibillion-dollar industry. Chapters recount endorsement advertising's changing form and fortunes, from Lux Soap's co-opting of early Hollywood to today's lucrative industry dependent largely on athletes. The social history of endorsement advertising is examined in terms of changing ethical and governmental views, shifting business trends, and its relationship to the growth of modern media, while the money involved and the question of effectiveness are scrutinized. The illustrated text includes five appendices that focus on companies, celebrities, athletes and celebrity endorsements.
Book Synopsis Advances in Advertising Research X by : Enrique Bigne
Download or read book Advances in Advertising Research X written by Enrique Bigne and published by . This book was released on 2019 with total page 240 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book addresses challenges and opportunities in research and management related to new advertising and consumer practices in brand communications with multiple touchpoints. It specifically relates to new insights into how profitability and customer engagement are affected by multiple and very diverse consumer touchpoints in an omni-connected world. Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a selective collection of research presented at the 17th International Conference in Advertising (ICORIA), which was held in Valencia (Spain) in June 2018. The conference gathered more than 180 participants from over 27 countries all over the world. Contents Digital Communications and Multiple Touchpoints Creativity in Advertising Consumer Responses to Multiple Communications Target Groups Researchers, instructors, and students in the fields of advertising, communication, marketing and media management, as well as practitioners in these areas The Editors Enrique Bigne is Professor of Marketing at the University of Valencia, Spain. Sara Rosengren is Professor of Marketing and Retailing at the Stockholm School of Economics, Sweden.
Book Synopsis Integrated Advertising, Promotion, and Marketing Communications by : Kenneth E. Clow
Download or read book Integrated Advertising, Promotion, and Marketing Communications written by Kenneth E. Clow and published by Prentice Hall. This book was released on 2012 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: ALERT: Before you purchase, check with your instructor or review your course syllabus to ensure that you select the correct ISBN. Several versions of Pearson's MyLab & Mastering products exist for each title, including customized versions for individual schools, and registrations are not transferable. In addition, you may need a CourseID, provided by your instructor, to register for and use Pearson's MyLab & Mastering products. Packages Access codes for Pearson's MyLab & Mastering products may not be included when purchasing or renting from companies other than Pearson; check with the seller before completing your purchase. Used or rental books If you rent or purchase a used book with an access code, the access code may have been redeemed previously and you may have to purchase a new access code. Access codes Access codes that are purchased from sellers other than Pearson carry a higher risk of being either the wrong ISBN or a previously redeemed code. Check with the seller prior to purchase. -- Examine advertising and promotions through the lens of integrated marketing communications. The carefully integrated approach of this text blends advertising, promotions, and marketing communications together, providing readers with the information they need to understand the process and benefits of successful IMC campaigns. The fifth edition brings the material to life by incorporating professional perspectives and real-world campaign stories throughout the text.
Author :Lynn R. Kahle Publisher :American Psychological Association (APA) ISBN 13 :9781433836428 Total Pages :716 pages Book Rating :4.8/5 (364 download)
Book Synopsis APA Handbook of Consumer Psychology by : Lynn R. Kahle
Download or read book APA Handbook of Consumer Psychology written by Lynn R. Kahle and published by American Psychological Association (APA). This book was released on 2021-12-07 with total page 716 pages. Available in PDF, EPUB and Kindle. Book excerpt: The APA Handbook of Consumer Psychology presents a comprehensive survey of the field, including historical reviews and critical sources of information in both core and emerging literature. This 33-chapter handbook is designed as a library reference that captures up-to-date content on consumer psychology, with insights offered by an outstanding roster of contributors. Broad coverage areas include perspectives on consumer psychology, consumer characteristics and contexts, use of psychology to communicate with consumers, consumer cognitions and affect, and use of psychology to carry out business functions. Chapters pinpoint practical issues; probe unresolved and controversial topics in a balanced manner; and present future theoretical, research, and practice trends. The handbook provides a starting point for an examination of consumer psychology and ways to move the knowledge forward in this meaningful and vital area of human behavior.
