Role of culture in celebrity endorsement: brand endorsement by celebrities in the Indian context
نویسندگان
چکیده
منابع مشابه
On Regulation of Celebrity Endorsement in China
Advertisers have attempted to quantify the use of celebrities with the aim of evaluating their influence on the consumer. However, sometimes celebrities who engage in false or deceptive advertising are very likely to mislead consumers which may cause harm to consumers in terms of property loss and personal damage. Due to celebrity endorsements being highly visible to the public, the solution to...
متن کاملCelebrity Capital: Role of Celebrity Political Endorsement in Election Campaigns in Ghana
This paper is based on a research aimed at investigating celebrity politics using the emerging theories on celebrity capital in the context of an emerging democracy or third wave democracy, Ghana. The research focuses on the role of celebrity endorsement in the 2008 and 2012 election campaigns in Ghana to explore the mechanism of celebrity politics and capital in Ghana. The main aim of this pap...
متن کاملImpact of celebrity endorsement in advertising on brand image among Chinese adolescents
Purpose – Does celebrity endorsement work and how does it work among adolescents? This article aims to identity attributes of celebrity endorsers and attributes of celebrity endorsement advertisements that are most appealing to the adolescents. The article also examines adolescents’ perceptions about how celebrity-endorsement advertisements work. Method – A focus group study among 76 Chinese ad...
متن کاملapplication of brand personality scale in automobile industry: the study of samand’s brand personality dimensions
این تحقیق شخصیت برند سمند را در ایران با استفاده از مدل پنج بعدی آکر (1997) بعنوان یک چهارچوب بطور توصیفی سنجیده است. بنابر این چهارچوب که دراصل در 42 جزء (42 ویزگی شخصیتی) ودر پنج بعد شخصیتی طراحی شده بود ودر کشورها وصنایع مختلف آزموده شده بود, پرسنامه به زبان فارسی ترجمه شده و با استفاده از روشهای ترجمه معکوس و مصاحبه عمیق با 12 متخصص ایرانی به 38 جزء کاهش یافت. و نظرسنجی ای در پنج نمایندگی ا...
15 صفحه اولAssessing Celebrity Endorsement Effects in China A Consumer-Celebrity Relational Approach
December 2011 JOURNAL OF ADVERTISING RESEARCH 6 INTRODUCTION The growing popularity of using sports and entertainment celebrities in brand advertising is evident in the marketplace. In both the United States and China, celebrity endorsement is a key executional strategy that continues to grow in popularity (Chan, Hung, Tse, and Tse, 2008). In the United States, one of four advertisements uses c...
متن کاملذخیره در منابع من
با ذخیره ی این منبع در منابع من، دسترسی به آن را برای استفاده های بعدی آسان تر کنید
ژورنال
عنوان ژورنال: International Journal of Indian Culture and Business Management
سال: 2016
ISSN: 1753-0806,1753-0814
DOI: 10.1504/ijicbm.2016.078846