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Essay

The Pinocchio Factor In Consumer Attitudes Towards Celebrity Endorsement: Celebrity Endorsement, The Reebok Brand, And An Examination Of A Recent Campaign

Essay specific features

 

Issue:

Business

 

Written by:

Anonymous

 

Date added:

October 11, 2014

 

Level:

University

 

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No of pages / words:

29 / 7942

 

Was viewed:

9757 times

 

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Essay content:

This article looks at consumer attitudes and associations towards celebrity endorsement, using the case of Reebok and their latest marketing campaign. An adapted version of metaphor elicitation was undertaken to find major constructs in a sample consisting of University students. Findings from this paper confirm the importance of selection perceived credibility of the spokesperson and image fit, the credibility of the setting, and the dangers of overshadowing and over-endorsement...
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Findings from this paper confirm the importance of selection perceived credibility of the spokesperson and image fit, the credibility of the setting, and the dangers of overshadowing and over-endorsement. An interesting finding regards what is referred to as the “Pinocchio factor”, the consumer perceiving the celebrity spokesperson as Pinocchio, where his nose grows when he is not telling the truth...
displayed 300 characters

General issues of this essay:
Product Endorsement CELEBRITY ENDORSED ADVERTISING Celebrity Endorsement Marketing Campaigns Celebrity Endorsement Celebrity endorsements of high involvement brands evoke cognitive evaluations that can erode brand equity and affect celebrity credibility Celebrity endorsements Endorsement Letter Endorsement Of Microcredit System In Pakistan Note on Measuring Brand Awareness, Brand Image, Brand Equity and Brand Value Pierre Chandon The Pinocchio Factor In Consumer Attitudes Towards Celebrity Endorsement: Celebrity Endorsement, The Reebok Brand, And An Examination Of A Recent Campaign Celebrity Endorsement Celebrity celebrity worship CELEBRITY ENDORSEMENT Celebrity endorsement are a waste of money
 

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