Celebrity endorsements of high involvement brands evoke cognitive evaluations that can erode brand equity and affect celebrity credibility

Essay specific features

 

Issue:

Business

 

Written by:

Sandra J

 

Date added:

February 18, 2015

 

Level:

University

 

Grade:

A

 

No of pages / words:

12 / 3289

 

Was viewed:

7273 times

 

Rating of current essay:

 
Essay content:

Celebrity endorsements have long been seen as one of the most preferred tools to build a firm's brand equity by advertisers. This strategy has largely been successful. In fact every possible brand that enjoys high equity amongst its target populace has used celebrities at least once to endorse their products or services...
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However, when it comes to studying the effects of celebrity endorsement, very little work has been done to understand whether celebrity endorsements can lead to brand erosion, especially in high involvement products/services. This work primarily focuses on this issue. The overall picture that emerges reveals a positive relationship between celebrity endorsements and brand equity built through positive brand associations of the brand and the celebrity...
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