Celebrity Scandal And Your Brand

Download Celebrity Scandal And Your Brand full books in PDF, epub, and Kindle. Read online Celebrity Scandal And Your Brand ebook anywhere anytime directly on your device. Fast Download speed and no annoying ads. We cannot guarantee that every ebooks is available!

Celebrity Scandals and their Impact on Brand Image: A Study among Young Consumers

Author : Raphael Städtler
Publisher : GRIN Verlag
ISBN 13 : 3640897153
Total Pages : 103 pages
Book Rating : 4.6/5 (48 download)

DOWNLOAD NOW!

Book Synopsis Celebrity Scandals and their Impact on Brand Image: A Study among Young Consumers by : Raphael Städtler

Download or read book Celebrity Scandals and their Impact on Brand Image: A Study among Young Consumers written by Raphael Städtler and published by GRIN Verlag. This book was released on 2011-04-19 with total page 103 pages. Available in PDF, EPUB and Kindle. Book excerpt: Master's Thesis from the year 2010 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, The University of Surrey, course: International Business Management - Communications - Public Relations, Advertising, Marketing, language: English, abstract: Celebrity endorsements can be seen as a powerful and effective advertisement tool to cut through today’s thick media clutter, grab the attention of consumers by underpinning a brand’s image. The use of celebrities as a spokesperson for products and brands has been steadily increasing over the past decades. Celebrity Endorsements are perceived as a ubiquitous feature of modern marketing. Especially young consumers, who are considered to be brand conscious as well as regarded to idolise their favourite celebrities are a prime target of celebrity endorsements. Despite the many benefits celebrity endorsements entail, companies must also be aware of the potential drawbacks it brings along. Particularly celebrity endorser scandals are perceived to have an impact on a brand’s image. Owing to the steady growth of celebrity endorsements as an effective advertisement tool to boost a brand’s image, and to the fact that young consumers will remain the prime target of celebrity endorsements, this dissertation aims at investigating the impact of celebrity scandals on the brand image perception of young consumers. Based on a critical literature review, the author develops a conceptual and theoretical framework, in which this dissertation is set. An empirical study by means of an online survey distributed among 222 participants was conducted. Findings demonstrate that the brand image is hardly affected due to celebrity endorser scandals. However, the findings also reveal that felonies such as murder may lead to instant termination of consumption of a brand. The results of this research study provide some novel and useful insights into celebrity scandals and their impact on brands image, which can be used as guidelines for practitioners and as a starting point for further research.

Celebrity Scandals and Their Impact on Brand Image

Author : Raphael Städtler
Publisher : GRIN Verlag
ISBN 13 : 364089703X
Total Pages : 109 pages
Book Rating : 4.6/5 (48 download)

DOWNLOAD NOW!

Book Synopsis Celebrity Scandals and Their Impact on Brand Image by : Raphael Städtler

Download or read book Celebrity Scandals and Their Impact on Brand Image written by Raphael Städtler and published by GRIN Verlag. This book was released on 2011-04 with total page 109 pages. Available in PDF, EPUB and Kindle. Book excerpt: Master's Thesis from the year 2010 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, The University of Surrey, course: International Business Management - Communications - Public Relations, Advertising, Marketing, language: English, abstract: Celebrity endorsements can be seen as a powerful and effective advertisement tool to cut through today's thick media clutter, grab the attention of consumers by underpinning a brand's image. The use of celebrities as a spokesperson for products and brands has been steadily increasing over the past decades. Celebrity Endorsements are perceived as a ubiquitous feature of modern marketing. Especially young consumers, who are considered to be brand conscious as well as regarded to idolise their favourite celebrities are a prime target of celebrity endorsements. Despite the many benefits celebrity endorsements entail, companies must also be aware of the potential drawbacks it brings along. Particularly celebrity endorser scandals are perceived to have an impact on a brand's image. Owing to the steady growth of celebrity endorsements as an effective advertisement tool to boost a brand's image, and to the fact that young consumers will remain the prime target of celebrity endorsements, this dissertation aims at investigating the impact of celebrity scandals on the brand image perception of young consumers. Based on a critical literature review, the author develops a conceptual and theoretical framework, in which this dissertation is set. An empirical study by means of an online survey distributed among 222 participants was conducted. Findings demonstrate that the brand image is hardly affected due to celebrity endorser scandals. However, the findings also reveal that felonies such as murder may lead to instant termination of consumption of a brand. The results of this research study provide some novel and useful insights into celebrity scandals and their impact on brands image, which can be used a

Celebrity Scandal and Your Brand

Author : Colette Folan
Publisher : LAP Lambert Academic Publishing
ISBN 13 : 9783847329565
Total Pages : 76 pages
Book Rating : 4.3/5 (295 download)

DOWNLOAD NOW!

Book Synopsis Celebrity Scandal and Your Brand by : Colette Folan

Download or read book Celebrity Scandal and Your Brand written by Colette Folan and published by LAP Lambert Academic Publishing. This book was released on 2011-12 with total page 76 pages. Available in PDF, EPUB and Kindle. Book excerpt: In late 2009, a number of Companies dropped Tiger Woods as a celebrity endorser of their products, following extensive adverse publicity concerning his alleged extra-marital affairs. The intention of this research is to ascertain whether people are no longer as affected by celebrity scandals and will continue similar purchase behaviour subsequent to the publicising of the scandal. The researcher undertook primary and secondary research to establish the attitudes, intent, and purchase behaviour of Irish consumers aged 20-27. This research intends to explore the following objectives: To examine the attitudes of Irish consumers (aged 20-27) towards the celebrity endorsement of a brand. To identify the purchase intent of Irish consumers (aged 20-27) of a brand endorsed by a celebrity. To investigate the impact on the purchase behaviour of Irish consumers (aged 20-27) to a scandal involving the celebrity endorser of a brand.

Fabricating Celebrity Brands Via Scandalous Narrative

Author : Scott Mills
Publisher :
ISBN 13 :
Total Pages : 17 pages
Book Rating : 4.:/5 (13 download)

DOWNLOAD NOW!

Book Synopsis Fabricating Celebrity Brands Via Scandalous Narrative by : Scott Mills

Download or read book Fabricating Celebrity Brands Via Scandalous Narrative written by Scott Mills and published by . This book was released on 2015 with total page 17 pages. Available in PDF, EPUB and Kindle. Book excerpt: Most marketing researchers with an interest in the mythic machinations of celebrity culture assume that being implicated in a scandal is detrimental to long-term brand-building efforts. However, our premise is that this assumption is often misguided. We argue that celebrities who court scandal sometimes find that the media coverage it precipitates - especially when the spun narrative is compelling - can significantly increase their brand value. To support our assertion, we begin by reviewing the literature on celebrity scandal. Following this, we illustrate how the creation of a scandalous narrative can fuel a celebrity career. To do so, we investigate the colourful career of the comedian-cum-revolutionary, Russell Brand. We conclude that, when combined, the 3Cs of his scandalous narrative - crafting, capering and commodifying - present, in combination, a viable means of gaining entry into the upper echelons of celebritydom.

Creating Marketing Magic and Innovative Future Marketing Trends

Author : Maximilian Stieler
Publisher : Springer
ISBN 13 : 3319455966
Total Pages : 1319 pages
Book Rating : 4.3/5 (194 download)

DOWNLOAD NOW!

Book Synopsis Creating Marketing Magic and Innovative Future Marketing Trends by : Maximilian Stieler

Download or read book Creating Marketing Magic and Innovative Future Marketing Trends written by Maximilian Stieler and published by Springer. This book was released on 2017-01-06 with total page 1319 pages. Available in PDF, EPUB and Kindle. Book excerpt: This volume includes the full proceedings from the 2016 Academy of Marketing Science (AMS) Annual Conference held in Orlando, Florida, entitled Creating Marketing Magic and Innovative Future Marketing Trends. The marketing environment continues to be dynamic. As a result, researchers need to adapt to the ever-changing scene. Several macro-level factors continue to play influential roles in changing consumer lifestyles and business practices. Key factors among these include the increasing use of technology and automation, while juxtaposed by nostalgia and “back to the roots” marketing trends. At the same time, though, as marketing scholars, we are able to access emerging technology with greater ease, to undertake more rigorous research practices. The papers presented in this volume aim to address these issues by providing the most current research from various areas of marketing research, such as consumer behavior, marketing strategy, marketing theory, services marketing, advertising, branding, and many more. Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses, and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complementing the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science.

Celebrity, Convergence and Transformation

Author : Douglas Brownlie
Publisher : Routledge
ISBN 13 : 1351742701
Total Pages : 266 pages
Book Rating : 4.3/5 (517 download)

DOWNLOAD NOW!

Book Synopsis Celebrity, Convergence and Transformation by : Douglas Brownlie

Download or read book Celebrity, Convergence and Transformation written by Douglas Brownlie and published by Routledge. This book was released on 2017-07-28 with total page 266 pages. Available in PDF, EPUB and Kindle. Book excerpt: Bringing together the latest thinking on both celebrity brands and celebrity culture from academics specialising in the field of marketing, this book explores a range of insightful contexts in order to add vigour and vitality to our understanding of the connections between celebrities, markets and culture. It unpacks the identity theoretics which have their origins in the turn to celebrity culture and the spectacle and glamour of mass-media practices. In doing so, the contributors hint at new forms of individuation where the line between the virtual and the actual is blurred, and where images of celebrities construct and deconstruct themselves. This book was originally published as a special issue of the Journal of Marketing Management.

Nontraditional Media in Marketing and Advertising

Author : Robyn Blakeman
Publisher : SAGE
ISBN 13 : 1412997615
Total Pages : 265 pages
Book Rating : 4.4/5 (129 download)

DOWNLOAD NOW!

Book Synopsis Nontraditional Media in Marketing and Advertising by : Robyn Blakeman

Download or read book Nontraditional Media in Marketing and Advertising written by Robyn Blakeman and published by SAGE. This book was released on 2014 with total page 265 pages. Available in PDF, EPUB and Kindle. Book excerpt: A concise guide that offers a step-by-step approach to the strategic use of alternative media by both the marketing and advertising professions.

Celebrity and the American Political Process

Author : Jennifer Brubaker
Publisher : Rowman & Littlefield
ISBN 13 : 1498579736
Total Pages : 139 pages
Book Rating : 4.4/5 (985 download)

DOWNLOAD NOW!

Book Synopsis Celebrity and the American Political Process by : Jennifer Brubaker

Download or read book Celebrity and the American Political Process written by Jennifer Brubaker and published by Rowman & Littlefield. This book was released on 2020-11-10 with total page 139 pages. Available in PDF, EPUB and Kindle. Book excerpt: Integrated Marketing Communication: Celebrity and the American Political Process uses an integrated marketing communication perspective to examine the brand of the celebrity as it is brought into the American political system, primarily in the form of celebrity endorsements and branding, as candidates, causes, and movements use celebrities as a strategy to reach voters. Jennifer Brubaker posits that while the relationship between celebrities and political issues is hardly new, it has evolved into a significant connection—in the past, it was a novelty to see a politically active celebrity; today, it’s becoming an expectation related to fame. Using integrated marketing communication and persuasion theory, Brubaker argues that establishing candidates’ brand identity is a critical factor in determining whether they win or lose an election, and celebrity-politics relationships are a central tool in building a candidates’ brand identity. Scholars of political science, communication, marketing, and history will find this book particularly useful.

Celebrity Sells

Author : Hamish Pringle
Publisher : John Wiley & Sons
ISBN 13 : 0470869712
Total Pages : 340 pages
Book Rating : 4.4/5 (78 download)

DOWNLOAD NOW!

Book Synopsis Celebrity Sells by : Hamish Pringle

Download or read book Celebrity Sells written by Hamish Pringle and published by John Wiley & Sons. This book was released on 2004-06-25 with total page 340 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

You Are a Brand!

Author : Catherine Kaputa
Publisher : Nicholas Brealey
ISBN 13 : 1857889347
Total Pages : 430 pages
Book Rating : 4.8/5 (578 download)

DOWNLOAD NOW!

Book Synopsis You Are a Brand! by : Catherine Kaputa

Download or read book You Are a Brand! written by Catherine Kaputa and published by Nicholas Brealey. This book was released on 2012-09-16 with total page 430 pages. Available in PDF, EPUB and Kindle. Book excerpt: Learn insider secrets for career success from THE personal branding strategist. Celebrity entertainers, star athletes, and corporate icons didn't accidentally wind up at the top-they branded their way there. Now you, too, can leverage the power of a personal brand, harness your potential and take charge of your career. Using strategies from the playbook of the Mad Men of Madison Avenue, advertising guru Catherine Kaputa serves as your personal branding coach in You Are A Brand! 2nd Edition: In Person and Online, How Smart People Brand Themselves for Business Success. Kaputa has expanded her 2007 award-winning classic to include new chapters on crafting your own "elevator speech" and leveraging the power of social media. This updated edition explores strategies and tactics to tap into the power of words, learn the principles of visual identity, think in terms of markets, and execute a self-brand action plan that is unique and memorable. Combining today's hottest business concepts with the realities of the modern workplace, You Are a Brand! 2nd Edition highlights the self-branding odysseys of savvy professionals and budding entrepreneurs-Catherine Kaputa will coach you to take charge of your career through the one-of-a-kind brand that is YOU.

Case Studies in Marketing

Author : Kanwal Nayan Kapil
Publisher : Pearson Education India
ISBN 13 : 9788131756331
Total Pages : 128 pages
Book Rating : 4.7/5 (563 download)

DOWNLOAD NOW!

Book Synopsis Case Studies in Marketing by : Kanwal Nayan Kapil

Download or read book Case Studies in Marketing written by Kanwal Nayan Kapil and published by Pearson Education India. This book was released on 2011 with total page 128 pages. Available in PDF, EPUB and Kindle. Book excerpt:

The Passion of Tiger Woods

Author : Orin Starn
Publisher : Duke University Press
ISBN 13 : 0822352109
Total Pages : 161 pages
Book Rating : 4.8/5 (223 download)

DOWNLOAD NOW!

Book Synopsis The Passion of Tiger Woods by : Orin Starn

Download or read book The Passion of Tiger Woods written by Orin Starn and published by Duke University Press. This book was released on 2011-12-12 with total page 161 pages. Available in PDF, EPUB and Kindle. Book excerpt: Starn examines the career of Tiger Woods, from child star to global sports celebrity. The author shows that the scandal following the revelation of Tiger's infidelities was like many similar media-generated scandals of recent years, and he brings an anthropologist's perspective to bear on Tigergate.

Summary of Brendan Kane’s Hook Point

Author : Milkyway Media
Publisher : Milkyway Media
ISBN 13 :
Total Pages : 18 pages
Book Rating : 4./5 ( download)

DOWNLOAD NOW!

Book Synopsis Summary of Brendan Kane’s Hook Point by : Milkyway Media

Download or read book Summary of Brendan Kane’s Hook Point written by Milkyway Media and published by Milkyway Media. This book was released on 2022-09-13 with total page 18 pages. Available in PDF, EPUB and Kindle. Book excerpt: Buy now to get the main key ideas from Brendan Kane’s Hook Point Humans today receive a massive amount of information from digital and social media. We’re bombarded daily by texts, notifications, ads, and posts. As a result, our brains have become both more selective and more demanding: we determine in as little as three seconds whether to pick up on information or ignore it. In Hook Point (2020), Brendan Kane explains how brands can meet this challenge, reach audiences effectively, and grow their business. Hook Points are attention grabbers, and when you use them properly, your ads will keep people watching, rather than just scrolling past. You can reach new people, win their trust, and gain long-term clients.

Buy Now

Author : Rick Cesari
Publisher : John Wiley & Sons
ISBN 13 : 0470888016
Total Pages : 240 pages
Book Rating : 4.4/5 (78 download)

DOWNLOAD NOW!

Book Synopsis Buy Now by : Rick Cesari

Download or read book Buy Now written by Rick Cesari and published by John Wiley & Sons. This book was released on 2011-02-08 with total page 240 pages. Available in PDF, EPUB and Kindle. Book excerpt: Learn the secrets of direct response marketing with the man who created the George Foreman Grill campaign In today's highly competitive, global marketplace, businesses have to do more than just advertise their products. By taking advantage of the accountable advertising model that direct response has to offer, you can improve your bottom line, build brands, and develop lasting relationships with legions of satisfied customers. In Buy Now!, Rick Cesari reveals twenty-five years' worth of insights and methods, enabling you to make the most of direct response marketing in your business toolkit. Whether you're a business owner, executive, inventor, or marketer, Buy Now! gives you the secrets behind the successful campaigns that catapulted products into millions of homes. Find out how to use direct response to create a "self-funding "marketing campaign Learn the techniques to building offers that will get people to respond to your products Use "high touch" direct response marketing to build brand equity and drive sales at retail Find out why large companies like Johnson & Johnson and Valvoline are using these concepts for their consumer brands Cesari has put more companies on the Inc. 500 list of fastest growing companies than anyone else Buy Now! to launch your products and campaigns to new heights-and connect with customers as never before-with Cesari's market-leading insights.

Business Stripped Bare

Author : Richard Branson
Publisher : Penguin
ISBN 13 : 1101513926
Total Pages : 323 pages
Book Rating : 4.1/5 (15 download)

DOWNLOAD NOW!

Book Synopsis Business Stripped Bare by : Richard Branson

Download or read book Business Stripped Bare written by Richard Branson and published by Penguin. This book was released on 2011-04-26 with total page 323 pages. Available in PDF, EPUB and Kindle. Book excerpt: "The brave may not live forever-but the cautious do not live at all!" -Sir Richard Branson Richard Branson is an iconic entrepreneur and the founder of Virgin Airways, Virgin Records, and many other Virgin businesses around the world. Now he shares the inside track on his life in business and reveals the incredible truth about his most risky, brilliant, and audacious deals. Combining invaluable advice with remarkable, and candid stories of Virgin's greatest achievements, as well as some of its setbacks, this is a dynamic, inspirational, and truly original guide. Whether you are an executive, an entrepreneur, or are just starting out, Branson strips business down to show how you can succeed and make a difference.

The Fixer

Author : Michael S. Sitrick
Publisher : Simon and Schuster
ISBN 13 : 1621574350
Total Pages : 210 pages
Book Rating : 4.6/5 (215 download)

DOWNLOAD NOW!

Book Synopsis The Fixer by : Michael S. Sitrick

Download or read book The Fixer written by Michael S. Sitrick and published by Simon and Schuster. This book was released on 2018-01-08 with total page 210 pages. Available in PDF, EPUB and Kindle. Book excerpt: "The Wizard of Spin."—Los Angeles Times "The spin doctor's spin doctor." —Financial Times "The Winston Wolf of Public Relations....Wolf, if you recall, was the fixer in Pulp Fiction. Played by Harvey Keitel, he washed away assassins' splatter and gore. Sitrick, 65, cleans up the messes of companies, celebrities, and others, and he's a strategist who isn't averse to treating PR as combat. Over the years, clients of Sitrick & Co. have included the late HP chairman Patricia Dunn, Roy Disney, Rush Limbaugh, Michael Vick, Alex Rodriguez, the Archdiocese of Los Angeles, and the Church of Scientology."—Fortune Magazine "Everyone understands the importance of shaping a story, but few are as shrewdly proficient at manipulating the media as L.A. crisis manager Mike Sitrick"—Fast Company What do you do when the reputation you've built over decades is destroyed in a day? In the court of public opinion, you're rarely innocent until proved guilty, and your enemies don't have to play by the rules. Any misstep can blow up into a worldwide embarrassment on Facebook and Twitter, land on the front page of the New York Times, and bring down a CEO, a business, or a celebrity. You need a smart strategic response. You need Mike Sitrick. In this book, Sitrick reveals the secrets that have made him America's preeminent crisis communications expert. You'll see how the PR legend and his team guided clients like the estate of Michael Jackson and Papa John's Pizza through the media-fueled fires of scandal, while helping others, like Roy Disney and the filmmakers who exposed the Russian Olympic doping scandal, achieve justice. You'll learn Sitrick's Ten Rules of Engagement and his thoughts on "no comment," social media, public apologies, and more. The question isn't whether you'll face a crisis one day, especially if you are at the top of your game. The question is what will you do when crisis comes? Don't let a lie get repeated until it's "fact," festering forever on Google. Don't let a damaging truth, stripped of nuance and context, damage your reputation forever. Follow the Fixer.

Emoti-coms

Author : Xavier Quattrocchi-Oubradous
Publisher : Harriman House Limited
ISBN 13 : 0857191276
Total Pages : 182 pages
Book Rating : 4.8/5 (571 download)

DOWNLOAD NOW!

Book Synopsis Emoti-coms by : Xavier Quattrocchi-Oubradous

Download or read book Emoti-coms written by Xavier Quattrocchi-Oubradous and published by Harriman House Limited. This book was released on 2011-04 with total page 182 pages. Available in PDF, EPUB and Kindle. Book excerpt: Marketing is broken. Everyday, consumers are bombarded with thousands of commercial messages, and they have become increasingly adept at screening out or instantly forgetting them. The advertising quest for eyeballs is floundering and research and developments in technology suggest that reaching people will only get increasingly difficult with time. Meanwhile, exciting breakthroughs in neuroscience and psychology have given us greater insights into human emotions than ever before. And important findings suggest that marketing communication - and consumers - can benefit from this. Companies that change their promotional efforts to focus on emotional engagement with their would-be customers can convey values and benefits more accurately, be more persuasive, gain better memorisation, have their marketing go viral with greater speed, and ensure they get the best possible returns from product placement and celebrity endorsement. A share of heart, not a split-second of attention, must now be the goal of all marketers. Emoti-coms is the revolutionary guide to this new approach. Lucidly covering the theoretical groundwork and introducing actionable ideas, hints and tips for your own emotion-based campaigns, it also addresses the ethical dimension of thisa new and powerful way of getting your message out to the world. A fascinating and provocative read for all marketing and communications professionals.