Everand Logo

Welcome to Everand!

  • Discover millions of ebooks, audiobooks, and so much more with a free trial

    Only $11.99/month after trial. Cancel anytime.

    How to Execute Celebrity Endorsements for Enhancing Brand Preferences?
    How to Execute Celebrity Endorsements for Enhancing Brand Preferences?
    How to Execute Celebrity Endorsements for Enhancing Brand Preferences?
    Ebook90 pages1 hour

    How to Execute Celebrity Endorsements for Enhancing Brand Preferences?

    By Dr Kisholoy Roy

    ()

    Read preview

    About this ebook

    This book titled How to Execute Celebrity Endorsements for Enhancing Brand Preferences? speaks of the various theoretical and empirically established perspectives regarding celebrity endorsements in its opening segment. The concluding segment mentions some interesting published accounts of brands and of celebrities endorsing those brands successfully. All the published accounts are in sync with the core theme of the book which is how can celebrity endorsements contribute to enhanced brand preferences. I as someone who has been researching and publishing in the domain of celebrity endorsements for over a decade now do hope that i have been able to collate some of the priceless thoughts on brand endorsements which will be found phenomenally enriching by the readers of this book. The books should find its readers in management students, media and advertising professionals, research scholars, teachers and even CELEBRITIES!.

    LanguageEnglish
    PublisherDr Kisholoy Roy
    Release dateMar 8, 2018
    ISBN9781370484904
    How to Execute Celebrity Endorsements for Enhancing Brand Preferences?
    Author

    Dr Kisholoy Roy

    Dr. Kisholoy Roy is a PhD in Management from IIT (Indian School of Mines), Dhanbad. He is a certified Accredited Management Teacher (AMT) who has been into teaching Management for several years now at the post graduate level. Dr Roy has authored several books on management apart from authoring various case studies, articles and research papers. He is presently engaged as an independent trainer and consultant in digital marketing and brand communication apart from his engagements as a faculty in Marketing with various B-schools.

    Read more from Dr Kisholoy Roy

    Related to How to Execute Celebrity Endorsements for Enhancing Brand Preferences?

    Related ebooks

    Marketing For You

    View More
    View More

    Related podcast episodes

    Related articles

    • Article

      About Branding

      Mar 23, 2020

      Branding is both a complex and exciting subject. Regardless of a farmer’s size or status, decisions about branding should be taken with great care. Branding plays a major role in making a product easily recognisable. When scores of farmers are all se

      1 min read

    • Article

      Sell Your Services, Not Your Soul

      Jul 11, 2019

      As Shakespearean scholar Harold Bloom argued, “Before Shakespeare there was characterisation; after Shakespeare, there were characters, men and women capable of change, with highly individual personalities.” Centuries later, characterisation – men an

      4 min read

    • Article

      On Brand

      Mar 20, 2018

      As advertising philosopher Jeremy Bullmore once observed: “Products are made and owned by companies. Brands, on the other hand, are made and owned by people… by the public… by consumers. A brand image belongs not to a brand – but to those who have kn

      3 min read

    • Article

      New Breed of Buyers

      Oct 29, 2020

      Luxury — just like the internet — is a truly global phenomenon. Its sellers are global. Its buyers are global. Even the aspirants are truly global. Luxury goods are often bought by buyers outside their home countries because shopping is such an inali

      2 min read

    • Article

      Paying Attention

      Mar 20, 2018

      As the old phrase goes, everyone has a story in them. And that’s where most of them should stay. But with media outlets still cutting back on editorial resource and the rise of new digital tools that have allowed brands to talk directly to consumers

      3 min read

    • Article

      The Tools Of Attention

      May 15, 2019

      The technology of the day is of vital importance to marketers. It doesn’t just define how we make what we sell, it defines how we connect with those we sell to. Modern marketing has only been around for a little over 100 years. What many believe to b

      4 min read

    • Article

      Eye-Popping Branding

      Mar 1, 2014

      Eye-Popping Branding
      2 min read

    • Article

      Word Of Mouth

      Sep 15, 2019

      Word Of Mouth
      5 min read

    • Article

      The Celebrity Effect

      Jun 24, 2020

      Celebrities and influencers have completely transformed the marketing game for luxury brands. Supermodels, socialites and KOLs (not to mention their children) have the ability to shape consumer trends with every snapshot they upload onto the digital

      2 min read

    • Article

      Marketing Sustainability

      Dec 16, 2019

      As a fresh produce marketing professional, I obviously write from a marketing perspective. However, I appreciate that all aspects of agriculture have come under the sustainability spotlight. For a fresh produce farmer, this means not only using water

      1 min read

    • Article

      Staying On Top

      Nov 15, 2020

      Despite being one of New Zealand’s most loved and trusted brands, as the lens of society changes the demand for ethical products has risen. Meaning, Whittaker’s needed a long-term plan to retain its increasingly consumer conscious consumer base. Good

      2 min read

    • Article

      Making Memories

      Feb 11, 2018

      Making Memories
      5 min read

    • Article

      The Nature Of Luxury

      Oct 14, 2019

      The Nature Of Luxury
      4 min read

    • Article

      Brand Authenticity And How It Differs Between Generations

      Jul 7, 2019

      Authenticity of a brand is crucial as it drives customer loyalty. Achieving this is a challenge which many businesses are struggling with in this digitally disrupted era. Last year in our Brand Alpha study the MA and Principals identified that many b

      3 min read

    • Article

      Flipping the Value Creation Model

      May 1, 2018

      HISTORICALLY, MARKETING has been based on an ‘Industrial Age’ approach. Marketers saw what they believed to be a customer need, developed a product bearing what they considered to be ‘value’, and then tried to find buyers seeking that value. This ‘su

      5 min read

    • Article

      The Influencer Effect

      Sep 9, 2019

      I’m influenced by authenticity, which is why I hate most influencer marketing. Influencers are big right now. Literally half of them have big muscles or big boobs, or sometimes both. What many aren’t big on though is believability. Brands need to be

      3 min read

    Related categories

    Reviews for How to Execute Celebrity Endorsements for Enhancing Brand Preferences?

    0 ratings

    0 ratings0 reviews

    What did you think?

    Tap to rate

    Review must be at least 10 words

      Book preview

      How to Execute Celebrity Endorsements for Enhancing Brand Preferences? - Dr Kisholoy Roy

      How to Execute Celebrity Endorsements for Enhancing Brand Preferences?

      Dr. Kisholoy Roy

      Copyright

      Copyright © 2017 by Dr. Kisholoy Roy

      All rights reserved. This book or any portion thereof may not be reproduced or used in any manner whatsoever without the express written permission of the publisher except for the use of brief quotations in a book review or scholarly journal.

      First Printing: 2017

      Dedication

      This book is dedicated to all those celebrities who at some point of my life made me buy a stuff they endorsed...

      Preface

      Tell me a person who was never a fan of any celebrity in his or her entire life? Tell me a person who never aspired to be like his or her idol? If there is none such person on this planet, will it be too wrong to conclude that there is hardly anyone who during her/her lifetime never purchased a product endorsed by his/her idol? In a country like India, we HERO or SHERO worship our celebrities for the way they present themselves to us on screen or on field. We often are tempted to follow what they present to us in advertisements and a strong desire is built within us to buy the product and trust me we often end up buying that product too. If that has merit, we continue buying else we discontinue but that product trial often happens purely due to the celebrity through a phenomenon which in the parlance of celebrity endorsement is called the ‘celebrity rub-off’ effect. The marketers want just that and hence they take that extra risk of digging surplus money from their pockets to create a distinct identity and image for their products; to create that enviable advantage of awareness regarding the product; to create that strong differentiation for the product in the market place and at the end of the day to stand a little out of the communication clutter.

      This book titled How to Execute Celebrity Endorsements for Enhancing Brand Preferences speaks of the various perspectives regarding celebrity endorsements. The opening segment of the book introduces readers to the concept of brand endorsements and vividly establishes the celebrity-brand management connection post which it mentions the various theoretical models of endorsements and the role of endorsements. The science involved in selecting a celebrity for an endorsement and the contributors to effective endorsement are discussed. The segment signs off with a theoretical framework that describes in a lucid as how can brand preferences be achieved through celebrity endorsements.

      The Case Studies section mentions some interesting published accounts of brands and of celebrities endorsing those brands successfully. All advertisements mentioned have been watched by us on television or on the Internet in 2016-17. The section emphasizes all those perspectives that have been discussed in the previous segment of the book and gives a hands-on understanding of how endorsements work. The final chapter of the concluding section highlights a paradigm shift in our thought process towards endorsements. Endorsements are not just about products. There can be viewpoints that can be endorsed and mind it some very critical and progressive societal viewpoints. The final chapter highlights just that and it’s a treat to read about it!

      I as someone who has been researching and publishing in the domain of celebrity endorsements for over a decade now do hope that i have been able to collate some of the priceless thoughts on brand endorsements which will found phenomenally enriching by the readers of this book. They can be management students, media and advertising professionals, research scholars and even CELEBRITIES!

      -Dr. Kisholoy Roy

      Perspectives

      What is Celebrity Endorsement?

      Who is a celebrity? Why does a company or for that matter a brand require a celebrity? Do they really aid a brand at any stage of a brand’s life cycle? Do all products require a celebrity? What are the pros and cons associated with a celebrity? How to go about selecting a celebrity for a brand? What is celebrity endorsement? What are the contributors for effective celebrity endorsements? Are celebrity endorsements a decorated shield for lack of creative ideas for a brand? Do celebrity endorsements guarantee extra bucks for a brand in terms of sales? How do celebrity endorsements affect the bottom line of a company? These and a number of other questions will be answered in this first and the subsequent chapters of this book.

      Media vehicles in today’s world are simply clogged with plethora of advertisements of various brands because of which it is difficult for a brand to get noticed and being tried by the potential consumer. It is a difficult task thus for the developers of advertising campaign to differentiate a brand within the media clutter and attract the attention of potential customers. In the present age of marketing communication, it has often been noticed that audiences and readers consciously try to evade advertisements while flipping through newspapers or magazines or while they are listening to radio or watching television. It is due to this reason that many marketers have adopted the strategy of celebrity endorsements for brands which is a form of differentiated communication and is of great significance for brands being advertised.

      Modern day marketing is no more about transaction selling but of relationship marketing which requires suitable understanding of the repeat purchase behaviour of customers. This understanding is required while introducing celebrities for brand communications in order to create strong brand affiliations among the customers. The image of the endorsers has a direct impact on the image of the product being advertised as customers are often found to relate the celebrities to the products being advertised and although the success of endorsers in inducing sales is considered to be high; rarely are their impact on brands measured in terms of repeat sales when it comes to marketing practice.

      Over the years, marketers have been found to make all possible efforts in promoting brands and grab the mind share of customers. Marketers have been found to introduce celebrities in advertisements through testimonials, endorsements, as actors or as a spokesperson for some brand. Celebrity endorsement as an exercise works well for products with high price-production cost margin and large customer base. In other words, they are more suited for nationally marketed brands than for locally marketed ones. There are certain product categories that need to reach out to multiple customer groups and here again celebrity endorsements have been found to be an effective strategy. Marketers need to decide how far returns outweigh the risks associated with taking a celebrity for an advertisement. The appeal of a celebrity needs to be suitably blended with the image of the brand so that marketers can reap benefits out of an endorsement. While endorsements serve as an aid to brand recall and influence brand purchases, they can also become a nightmare for marketers if the endorsement

      Enjoying the preview?
      Page 1 of 1