How To Execute Celebrity Endorsements For Enhancing Brand Preferences

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!

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!

This book can well be considered as a sequel to my authored book published in 2017 titled How To Execute Celebrity Endorsements to Enhance Brand Preferences? If my first book on celebrity endorsements was more academic in nature and content, this book of mine is more industry oriented and analytical that can well be considered as a documented commentary of the way Indian brand endorsement space has evolved between 2015 and 2020. During this period certain redefining moments happened to the celebrity endorsement stratosphere like the Maggi controversy, the demonetization drive and the digitization of the Indian media and entertainment business. Lot of tectonic shifts in Indian celebrity endorsements have been observed that have been covered in detail in this book along with offering clear indication as to what more can be expected in times to come.

Celebrity endorsement has shown to be an effective way enhancing brand-related attitudes, reinforcing behavioural intentions, and shaping brand perceptions. Indeed, companies devote a lot of resources on celebrity endorsement to exploit emotional bonds between consumers and brands in order to accomplish their desired brand image and increase brand awareness, differentiation, and brand loyalty. In short, brands that are endorsed by a favourite celebrity and influencer become more credible and trustworthy. This edited book examines this new era of marketing by focusing on the impact of employing celebrities, SMIs and virtual influencers to endorse the brand as a key advertising tactic. In particular, it focuses on the rise of social media usage and the corresponding changes in advertising strategies in the digital era. As well as exploring this rise of celebrity influencers and their value, the book also takes a critical lens, examining their roles in fuelling the growth of materialism, causing mental health issues among adolescents, and aiding the development of fast fashion. With this balanced and comprehensive approach, this book is an essential resource for anyone interested in the future of advertising.

Project Report from the year 2017 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: A+, , language: English, abstract: The universe of today is evolving quickly and India is no exception. Particularly after the opening up of the economy, the pace of progress that India and its people are encountering in their socio-social environment is mind boggling. Every brand attempts to steal at least fraction of a person’s time to inform him/her about the amazing and different attributes of the product at hand. The challenge of the marketer is to find a hook that will hold the subject’s attention. In helping to achieve this, use of celebrity for endorsement of a brand is widely used marketing strategy. It has been uncovered amid the examination that whooping sums being paid by the advertisers to these celebrities are some place powerful. The main objective of this study is to analyze the impact of various constructs of celebrity endorsement on the buying intention of young consumer. There is two more objective of this study such as to identify the various constructs of celebrity endorsement and to now the consumer perception towards celebrity endorsement.

Proceedings of the scientific conference on economics, management, marketing and transportation.

This book can well be considered as a sequel to my authored book published in 2017 titled How To Execute Celebrity Endorsements to Enhance Brand Preferences? If my first book on celebrity endorsements was more academic in nature and content, this book of mine is more industry oriented and analytical that can well be considered as a documented commentary of the way Indian brand endorsement space has evolved between 2015 and 2020. During this period certain redefining moments happened to the celebrity endorsement stratosphere like the Maggi controversy, the demonetization drive and the digitization of the Indian media and entertainment business. Lot of tectonic shifts in Indian celebrity endorsements have been observed that have been covered in detail in this book along with offering clear indication as to what more can be expected in times to come.