Google Scholar - Articles
Abstract
Drawing on previous research, this paper discusses how celebrities act as intermediaries
between culture and economy in the promotional industries. By focusing on celebrity
endorsements in advertising, it outlines how film actors and actresses, athletes, models,
pop singers, sportsmen and women mediate between producers and consumers via the
products and services that they endorse. Here celebrities are cultural intermediaries as
they give commodities ‘cultural personalities’ and perform across different media, linking
different cultural spheres into an integrated whole. But, given the facts that who they
advertise for and what they do or do not do have major financial implications for the
corporations whose products they endorse, celebrities can also be said to be economic
intermediaries.
Celebrity endorsement for consumer products is widely used in advertising, taking advantage of the public's fascination with celebrities and the belief in a personal connection with them. Tourism Australia and other Through the example of the Australia — A Different Light campaign (2004) this article examines the potential influences of celebrity endorsement on destination image. The application of Gallarza, Gil Saura and Calderón García's (2002) framework of image characteristics suggests that celebrities may affect many aspects of destination image, some of which are under the advertiser's control. A conceptual framework for the analysis of celebrities' potential influence on destination image, and the consequences for destination awareness and choice, was established. Three areas of further research are highlighted that are critical in understanding the role of celebrities: links between celebrity exposure in different media; the fit between destination, celebrity and consumer; and the celebrity's effect on destination awareness and purchase decisions.
http://www.atypon-link.com/AAP/doi/abs/10.1375/jhtm.16.1.16
Abstract
The relationship between celebrity endorsements and brands, by applying a selection of widely accepted principles of how consumers’ brand attitudes and preferences can be positively influenced. Thereby the concepts of source credibility and attractiveness, the match-up hypothesis, the meaning transfer model and the principles of multiple product and celebrity endorsement will be used.
This article addressed a popular method of marketing communication: the use of
celebrity spokespersons in advertising to endorse brands. A brief assessment of the
current market situation indicates, that celebrity endorsement advertising strategies can
under the right circumstances indeed justify the high costs associated with this form of
advertising. However, as several failures show, it is essential for advertisers to be aware
of the complex processes underlying celebrity endorsement, by gaining an understanding
of the described concepts of source credibility and attractiveness, match-up hypothesis,
meaning transfer model, multiple product and celebrity endorsement. While these
concepts can help to answer the question if and when celebrity advertising investments
pay off, it has to be the goal of further research efforts to develop an extensive, consistent
and user-friendly tool to avoid arbitrary decisions and enhance the strategic character of
celebrity sponsorship decisions.
http://worldlywriter.com/images/portfolio/Proposals/Celebrity_Branding.pdf
Abstract
Lifestyles and lifestyle values globally have many common factors other than the
effect of cultural and religious orientation of individuals within a particular society. With
the development of lifestyle segmentation and the use of such segmentation for advertising
and marketing, there is emerging a perspective on lifestyle advertising. We attempt here to
discuss and develop the case for lifestyle advertising, proposing basic variables associated
with lifestyle advertising or the drivers of lifestyle advertising and define how lifestyle
advertising can standardise concept development in advertising practice.
http://www.eurojournals.com/ejefas_21_09.pdf
Abstract
Examines the use of celebrity endorsement in advertising. Reviews the results of a recent study looking at the effect of a celebrity's attractiveness, trustworthiness and expertise on product purchase intentions, and of one examining the relevance of physical attractiveness and other symbolic attributes of the endorser in relation to product meaning. Considers implications for marketing managers and concludes that further research is necessary.
http://www.emeraldinsight.com/journals.htm?articleid=855688&show=abstract
Abstract
A number of companies use celebrities in advertisements to promote different kinds of products. Indeed, millions of dollars are spent on celebrity contracts each year by assuming that the benefits of using celebrities will exceed the costs. Given the popularity and importance of celebrity endorsements, the impact of celebrity endorsements on advertising effectiveness has been studied extensively over the last 30 years. For instance, to measure the effectiveness of advertisements with celebrities, different levels of hierarchy of effects models (i.e., cognitive level such as brand recall, affective level such as attitudes toward ad, and conative level such as purchase intentions) have been used as dependent variables.
http://cba.unl.edu/academics/marketing/documents/2010_SymposiumProceedings.pdf#page=69
Abstract | Celebrity endorsement advertising is a prevailing advertising technique. Some marketers choose to utilize multiple celebrities to promote their products or brands. Nevertheless, it is surprising that so little research has focused on this phenomenon. This research discussed advantages and potential concerns of multi-celebrity endorsement advertising and documented the actual use of multiple celebrity endorsers in the milk mustache campaign in the USA.. http://www.emeraldinsight.com/journals.htm?articleid=857777&show=abstract Abstract The importance of fit between the endorser and the endorsed product has been described as the “match-up hypothesis”. Much dy One examines physical attractiveness as a match-up factor. Results indicate a general “attractiveness effect”, but not a match-up effect based on attractiveness. Study Two considers expertise as the match-up dimension. A match-up effect was fou“match-up hypothesis” research has focused on physical attraction. We present two studies which collectively suggest that, while attractive endorsers do positively affect attitude toward the endorsed brand, expertise is a more important dimension for driving the fit between an endorser and a brand. Stund based on expertise. http://www.emeraldinsight.com/journals.htm?articleid=856307&show=abstract |
No comments:
Post a Comment