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Impact Of Celebrity Endorsements On Brand Image
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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.
Download or read book Brand Management written by Paolo Popoli and published by BoD – Books on Demand. This book was released on 2017-11-08 with total page 212 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book is an original, high-quality collection of chapters about highly topical and important brand management issues, and it shows both theoretical and empiric analysis. The 10 selected chapters are referred, with original contents and rigorous research methodologies, to some important challenges the brand management has to face in the current competitive contexts, characterized by the dominance of the intangible resources and the new information and communication technologies. Written by leading academics, this book is dedicated not only to marketing and management scholars but also to students wanting to investigate the knowledge concerning special fields and special brand management themes. As well to the practitioners who can find a wide reference also to the managerial implication from the strategic and operative perspectives.
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 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 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.
Book Synopsis Impacts of the Media on African Socio-Economic Development by : Nelson, Okorie
Download or read book Impacts of the Media on African Socio-Economic Development written by Nelson, Okorie and published by IGI Global. This book was released on 2016-11-23 with total page 349 pages. Available in PDF, EPUB and Kindle. Book excerpt: Technology and media are now integrated in various facets of society, including social and economic development. This has allowed for new and innovative methods for aiding in development initiatives. Impacts of the Media on African Socio-Economic Development is an essential research publication for the latest scholarly information on societal and economical dimensions of development and the application of media to advance progress. Featuring extensive coverage on many topics including gender empowerment, international business, and health promotion, this book is ideally designed for government officials, academics, professionals, and students seeking current research on social realities and achieving further development in emerging economies.
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
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 ADVERTISING CREDIBILITY AND ITS IMPACT ON ADVERTISING EFFECTIVENESS AND BRAND IMAGE OF CHILDREN'S HEALTH DRINKS by :
Download or read book ADVERTISING CREDIBILITY AND ITS IMPACT ON ADVERTISING EFFECTIVENESS AND BRAND IMAGE OF CHILDREN'S HEALTH DRINKS written by and published by Archers & Elevators Publishing House. This book was released on with total page 185 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author :Management Association, Information Resources Publisher :IGI Global ISBN 13 :1522592830 Total Pages :998 pages Book Rating :4.5/5 (225 download)
Book Synopsis Global Branding: Breakthroughs in Research and Practice by : Management Association, Information Resources
Download or read book Global Branding: Breakthroughs in Research and Practice written by Management Association, Information Resources and published by IGI Global. This book was released on 2019-07-05 with total page 998 pages. Available in PDF, EPUB and Kindle. Book excerpt: To survive in today’s competitive and globalized business environment, marketing professionals must look to develop innovative methods of reaching their customers and stakeholders. Examining the relationship between culture and marketing can provide companies with the data they need to expand their reach and increase their profits. Global Branding: Breakthroughs in Research and Practice provides international insights into marketing strategies and techniques employed to create and sustain a globally recognized brand. Highlighting a range of pertinent topics such as brand communication, consumer engagement, and product innovation, this publication is an ideal reference source for business executives, marketing professionals, business managers, academicians, and researchers actively involved in the marketing industry.
Book Synopsis Brand Equity & Advertising by : David A. Aaker
Download or read book Brand Equity & Advertising written by David A. Aaker and published by Psychology Press. This book was released on 2013-10-31 with total page 406 pages. Available in PDF, EPUB and Kindle. Book excerpt: The tenth annual Advertising and Consumer Psychology Conference held in San Francisco focused on branding -- a subject generating intense interest both in academia and in the "real world." The principle theory behind these conferences is that much can be gained by joining advertising and marketing professionals with academic researchers in advertising. Professionals can gain insight into the new theories, measurement tools and empirical findings that are emerging, while academics are stimulated by the insights and experience that professionals describe and the research questions that they pose. This book consists of papers delivered by experts from academia and industry discussing issues regarding the role of advertising in the establishment and maintenance of brand equity -- making this volume of interest to advertising and marketing specialists, as well as consumer and social psychologists.
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.
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 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 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 106 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.
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 Handbook of Brand Relationships by : Deborah J. MacInnis
Download or read book Handbook of Brand Relationships written by Deborah J. MacInnis and published by M.E. Sharpe. This book was released on 2009-07-06 with total page 449 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.
