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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percent’s of Indonesia people has familiar with online shopping which online transaction up to 4.1 billions USD in 2012 (Kompas‚ 2012) Entrepreneurs see this condition as an opportunity to open an online store. For them‚ starting up an online store is very promising. It is definitely because of the low start up costs‚ time flexibility‚ and ability to do business 24 hours especially for women that should take care their children while also can earn money in the same time. In order to gain profit
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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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In the article “What is a Role model? Five Qualities that matter to teens” by Dr. Marilyn Price-Mitchell‚ the most essential ability is to inspire kids all around the world is most essential because‚ not only do you give hope for the kids‚ but give those kids the ability to inspire themselves and others. Along with her passion which keeps her motivated and avoids her obstacles to making the world fair to all children. The most essential quality for Malala is the ability to inspire and her passion
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nowadays. Retouching pictures has not blossomed due to technology‚ we can trace it back to 1500’s when the period of high renaissance art was fading away a new form of art was emerging known as Mannerism which applauded the modified physic of the subjects over the regular ones(1). Setting impossible standards‚ models are made to look like virtual perceptions and nothing like their own selves. Being in the fashion industry‚ models that are already in perfect shape and in the pursuit of the ‘size 0’
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Dr. Martin Luther King is important to me and i look up to him for many different reason. He was strong person who stood up for what he believed in. He wasn’t afraid of what other people thought about what he was doing or what he believed in. He wasn’t afraid to voice his opinion‚ which is something that i could never do‚ he gave speeches all the time. I have so many reason to look up to Dr. Martin Luther King. One reason why i look up to Mlk is because he is independent when it comes to speaking
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Why are celebrities picked on? Why do most of them get dragged down into negativity when they’re really trying to be a good influence on kids today? Celebrities in every way should be treated like heroes in every way just like any other person can be. Most celebrities get treated like criminals why is that? Why is it that they as human beings get tossed down the line like any normal person it’s not only unfair but completely disrespectful and wrong but most of them have to be tolerable they have
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• Catherine was born in Siena‚ as the 23rd child of Jacopo and Lapa Benincasa who were rich dyers • As a child‚ she was a great opposition to the rest of her family • Her model as a child and continued to be was Dominic de Guzmán‚ founder of the Dominicans‚ who preached far and wide. • At an early age she displayed an intense religious sensibility‚ often causing her to go into a trancelike state • Her family was displeased with her and attempted to have her married off but she did not allow them
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In Maya Angelou’s I Know Why the Caged Bird Sings‚ there are multiple role models who help Maya through her hardships. Momma‚ Mrs. Flowers and Miss. Kirwin impacted her by their actions. Momma remains tranquil and patient during the difficult times of being downgraded because of their race. Mrs. Flowers helps Maya out of her silence‚ giving Maya another opportunity to be herself again. Maya’s favorite teacher‚ Miss. Kirwin respects her without judgements. These three women allow Maya to view her
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Mane Roll no -12354 I Can Do it. We all Can! Bibliography: Branson‚Richard.‚ Screw it‚ Let’s Do it - Lessons in Life‚ <http://www.virgin.com/richard-branson/books/screw-it-lets-do-it> As I started reading the book‚ there were several occasions when I wanted to cross check the
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