Abstract
For a long time, companies have used well-known public figures, movie stars and sports personalities to endorse their brands, as it is widely believed that these celebrities help to build or reposition brands by extending personality, character, and popularity to the brands they endorse. This chapter looks into this brandbuilding tool that is fast gaining currency with leading Asian corporations.
It is only shallow people who do not judge by appearances.
—Oscar Wilde
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Notes
Hershey Friedman and Linda Friedman (1979), “Endorser Effectiveness by Product Type,” Journal of Advertising Research, 19, October 5, 63–71.
Joseph M. Kamen, Abdul C. Azhari, Judith R. Kragh (1975), “What a Spokesman Does for a Sponsor,” Journal of Advertising Research, 15, 17–24.
Friedman and Friedman (1979), “Endorser Effectiveness by Product Type.”
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Michael Alan Hamlin (2004), “Celebrity Branding,” Team Asia, September 20, 2004.
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Carolyn Tripp, Thomas D. Jensen, and Les Carlson (1994), “The Effect of Multiple Product Endorsements by Celebrities on Consumers’ Attitudes and Intentions,” Journal of Consumer Research, 30, 535–547.
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© 2015 Martin Roll
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Roll, M. (2015). Celebrity Branding in Asia. In: Asian Brand Strategy (Revised and Updated). Palgrave Macmillan, London. https://doi.org/10.1057/9781137359179_5
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DOI: https://doi.org/10.1057/9781137359179_5
Publisher Name: Palgrave Macmillan, London
Print ISBN: 978-1-349-67574-6
Online ISBN: 978-1-137-35917-9
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