Carsten Erfgen Impact of Celebrity Endorsement on Brand Image: A Communication Process Perspective on 30 Years of Empirical Research Research Papers on Marketing and Retailing University of Hamburg Tor zur Welt der Wissenschaft Institute of Marketing and Media Marketing and Branding Head of the Institute Prof. Dr. Henrik Sattler No. 40 Carsten Erfgen* Impact of Celebrity Endorsement on Brand Image: A Communication Process Perspective on 30 Years of Empirical Research July
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Celebrity Endorsement 1. Introduction In the past two or three decades celebrity advertising/endorsement has become common practice amongst brands that wish to create and maintain attention‚ as well as increase product or brand recall rates (Erdogan‚ 1999). However‚ the juxtaposition of brands and organisations with admirable figures that possess qualities such as likeability‚ attractiveness‚ trustworthiness and credibility is not a new phenomenon (Erdogan‚ 1999). It is believed that an eighteenth
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TORT QUESTION 1: A seven-year-old boy followed his dog into Mr. Howe’s backyard. The boy fell into a large hole dug by Mr. Howe in preparation for a tree that had been ordered. The boy broke his arm in the fall. At the hospital a doctor employed there for four years treated the boy. The doctor did not set the boy’s arm because he failed to see on the x-ray and indication that the arm was broken. The arm healed improperly. When the boy kept complaining‚ his parents took him to the family doctor
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Teens and Celebrities Teenagers often turn to their favorite celebrities for guidance in their every day lives. Celebrities have become more mainstream role models for teens as their images and lifestyles are normally splashed across television‚ movies‚ magazines and all throughout pop culture. Teens that try to emulate their favorite celebrities may select good role models or bad ones that can be positive or negative for teens. Problems with teens linked to celebrities include: • Teen behaviors
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What is celebrity endorsement? Defining a ’Celebrity’ Celebrities are people who enjoy public recognition by a large share of a certain group of people. Whereas attributes like attractiveness‚ extraordinary lifestyle or special skills are just examples and specific common characteristics cannot be observed‚ it can be said that within a corresponding social group‚ celebrities generally differ from the social norm and enjoy a high degree of public awareness. Celebrity endorsement
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Celebrity Endorsements The importance of Celebrity Endorsements? The most important aspect of celebrity endorsement has been finding the right synergy between celebrity and product. It ’s about selecting a spokesperson whose characteristics are congruent with the brand image. It is insufficient simply to add a well known face to a food label and trust that there will be enough devotees of that celebrity to generate sales. The consumer does not buy premium priced products more than once on that
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The use of celebrities in advertising is not new. The celebrity endorsement is used since the early 50s with James Dean‚ for example. At this time‚ only the reputation of the celebrity count. Nowadays‚ the use of celebrities in advertising is no longer enough to its effectiveness and its presence enhances memory but also brings a kind of caution. Celebrity must possess a sufficient reputation to be recognized at first glance‚ but above all be credible. In an era obsessed with celebrities‚ it is no
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Connecting with Celebrities: Celebrity Endorsement‚ Brand Meaning‚ and Self-Brand Connections Jennifer Edson Escalas James R. Bettman* *Jennifer Edson Escalas is an Associate Professor of Management at the Owen Graduate School of Management‚ Vanderbilt University‚ Nashville‚ TN‚ 37203‚ (615) 322-3493‚ fax (615) 3437177‚ e-mail: jennifer.escalas@owen.vanderbilt.edu. James R. Bettman is the Burlington Industries Professor at the Fuqua School of Business‚ Duke University‚ Durham NC 27708-0120
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the Queen; we follow them‚ we love them. But has our obsession with celebrities gone too far? So ask yourself: why are we “infected” with this viral disease? Does celebrity worship syndrome affect us? What type of celebrity do we classify as a one we would follow? Why has the Twitter revolution changed our views of celebrities? And most importantly‚ who do we blame for our addictive behaviour? We must turn away from our celebrity driven life and be our own mind controllers. So why are we “infected”
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Business analyst’s view of software development life cycle models General Approach 1 Linear or Phased Approaches 1 Waterfall 1 V Model 4 Incremental Development 6 Iterative Approaches 8 Spiral 8 Microsoft Solutions Framework 11 Rationale Unified Process 13 Agile Approaches 15 Rapid Application Development 15 DSDM 15 Extreme Programming 18 General Approach Regardless of the time an activity takes whether they are done simultaneously or in long planned phases fraught
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