Academic literature on the topic 'Endorsed Brand Strategy'
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Journal articles on the topic "Endorsed Brand Strategy"
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Sato, Shintaro, Akiko Arai, Yosuke Tsuji, and Mark Kay. "When Should a Brand Cut Ties With a Scandalized Endorser?" Communication & Sport 8, no. 2 (January 30, 2019): 215–35. http://dx.doi.org/10.1177/2167479519826054.
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It is important for brands to appropriately respond when their athlete endorsers are involved in a scandal. The present study examines how consumer evaluations of endorsed brands are influenced by a brand’s response to an endorser scandal. A 2 (brand response strategy type: maintenance vs. termination) × 2 (endorser scandal type: competence-relevant vs. competence-irrelevant) between-subjects experiment is conducted. Specifically, the authors focus on the perceived appropriateness of the response strategy and consumer attitudes toward an endorsed brand. Subjects were recruited from Amazon Mechanical Turk ( N = 111). Consumers perceive that terminating an endorsement contract with a scandalized endorser is more appropriate than maintaining the relationship. This is particularly true when celebrity endorsers are involved in competence-relevant scandals. A further analysis provided support for the idea that perceived “appropriateness” mediates the relationship between competence-relevant scandal and consumer attitude toward an endorsed brand. A termination strategy was considered appropriate when scandalized endorsers engaged in competence-relevant scandals, which eventually lead to more favorable consumer evaluations toward an endorsed brand.
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Vidyanata, Deandra. "Peran Brand Credibility Sebagai Mediasi Pengaruh Strategi Celebrity Endorsement Terhadap Brand Equity." Jurnal Manajemen Teori dan Terapan | Journal of Theory and Applied Management 12, no. 1 (August 7, 2019): 62. http://dx.doi.org/10.20473/jmtt.v12i1.12812.
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The celebrity endorsement strategy is considered as one of the promotional tools attract consumers. However, the effectiveness of these strategies in forming brand equity is still questionable. This study aims to examine the effect of the celebrity endorsement strategy on brand equity of endorsed brands. This study uses brand credibility as a mediating variable because endorser credibility is expected to be transferred to brands that will influence the formation of brand equity. The object of research used in this study is OPPO smartphone consumers, that have been increased significantly within the past 4 years. In addition, it is known that many OPPO brands endorse celebrities to introduce their products. The results of this study indicate that the use of celebrity endorsers is not directly able to form brand equity, but the use of celebrity endorsers causes the formation of brand credibility which is ultimately able to form brand equity.
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Dwivedi, Abhishek, Lester W. Johnson, and Robert E. McDonald. "Celebrity endorsement, self-brand connection and consumer-based brand equity." Journal of Product & Brand Management 24, no. 5 (August 17, 2015): 449–61. http://dx.doi.org/10.1108/jpbm-10-2014-0722.
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Purpose – The purpose of this paper is to examine the impact of celebrity endorser credibility on consumer self-brand connection and endorsed brand equity. A conceptual model is developed, positioning consumer self-brand connections as a partial mediator of the effect of endorser credibility on endorsed brand equity. Design/methodology/approach – A cross-sectional survey of 382 consumers of sports drinks in the USA was conducted to estimate the conceptual model. Stimuli, devised on the basis of a pre-test, involved celebrity–brand pairings in the context of the US non-aseptic sports drinks industry. Structural equation modeling is used as the analytic tool. Findings – The research model is empirically supported. Celebrity endorsements impact endorsed brand equity via two pathways. First, a direct effect of endorser credibility on endorsed brand equity was observed, which is positively moderated by the degree of consumer-perceived endorser–brand congruence. Second, self-brand connection partly mediates the effect of endorser credibility on endorsed brand equity, supporting an indirect mechanism of brand equity enhancement. Practical implications – Managers can now consider using celebrities as tools to develop meaningful self-concept-related connections with consumers. Additionally, the results of this study support for the use of celebrity endorsers as direct brand equity-enhancing tools. Originality/value – This study is among pioneering investigations that examine the self-concept repercussions of celebrity endorsements, suggesting that celebrity endorsers possess the ability to engage with consumers at the self-concept level, in turn, impacting endorsed brand equity. Additionally, this paper examines the direct and indirect mechanisms by which celebrities influence consumer-based brand equity of the endorsed brand.
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Azar, Salim L., Isabelle Aimé, and Isabelle Ulrich. "Brand gender-bending." European Journal of Marketing 52, no. 7/8 (July 9, 2018): 1598–624. http://dx.doi.org/10.1108/ejm-04-2017-0278.
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Purpose Mixed-target brands with strong gender identities, whether it be feminine or masculine, are not always successful at targeting both men and women, particularly in symbolic product categories. While attempting to maximize their sales for both targets, managers often struggle to capitalize on a single brand, and they hesitate between different naming strategies. This paper aims to build on brand gender literature and understand these brands’ (i.e. brands targeting both men and women) potential to adopt an endorsed brand strategy rather than a branded house strategy. Design/methodology/approach The paper uses a before/after experimental design to examine the effect that introducing a gender-incongruent endorsed brand (i.e. feminine endorsed brand name of masculine master brands and masculine endorsed brand name of feminine master brands) can have on consumers’ brand attitude. Findings First, adopting an endorsed brand strategy increases the perceived brand femininity of masculine master brands, but there is no increase in feminine master brands’ perceived brand masculinity. Second, this strategy has a negative impact on consumer attitude toward the master brand, with a stronger negative effect for feminine master brands than for masculine master brands, which is mediated by the brand gender perception change. Third, a negative feedback effect on the brand’s gender-congruent users is revealed. Research limitations/implications One limitation of this work is that the focus is on one sole extrinsic brand characteristic (i.e. brand name) in our experimental design, which artificially influences the relative brand name importance for consumers. Moreover, the studies offered a short text to introduce the renaming. This may have made the respondents focus on the brand more than they would have in real-world conditions. Practical implications This research provides many insights for masculine or feminine mixed-target brands managers in symbolic product categories, as it shows that changing from a branded house strategy to an endorsed brand strategy appears to be unsuccessful in the short run, regardless of master brand’s gender. Moreover, the study reveals negative feedback effects on the attitude toward the initial master brand, following its renaming, in the short run. Originality/value This research provides a warning to managers trying to gender-bend their existing brands because it can lead to brand dilution. It also emphasizes the asymmetrical evaluation of masculine vs feminine master brands, as manipulating a brand’s perceived masculinity appears very difficult to do successfully.
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Agnihotri, Arpita, Saurabh Bhattacharya, and Satya Prasad V.K. "Are multiple brand endorsements economically effective?" Journal of Product & Brand Management 27, no. 5 (August 20, 2018): 523–33. http://dx.doi.org/10.1108/jpbm-08-2017-1549.
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Purpose The purpose of this study is to examine the impact of multiple brand celebrity endorsement strategies on firms’ performance and different attributes associated with celebrities on firms’ performance. In this regard, the present study specifically explores the role of celebrity reputation and experience, as well as social media as a promotion platform in influencing the economic effectiveness of multiple brand endorsement strategies, i.e. proportion of brands endorsed in a firms’ brand portfolio. Design/methodology/approach Study is based on instrumental variable regression analysis approach and is conducted in one of the emerging markets, i.e. India. Findings The findings indicate that firms’ market valuations increase as its proportion of brands endorsed by celebrities increases. Furthermore, popularity reputation of celebrity also influences market valuation, and relationship is positively moderated by celebrity’s experience. Originality/value Extant studies have considered one endorsement news of a firm at a time. However, how total proportion of firms’ brand endorsed by celebrities impacts its performance has not been investigated. Furthermore, impact of celebrity traits has been examined only in consumer behavior studies and has been rarely investigated in context of firms’ economic performance.
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Swoboda, Bernhard, and Carolina Sinning. "Endorsement of Global Product Brands by Global Corporate Brands – A Consumer Perspective Across Nations." Management International Review 61, no. 4 (August 2021): 563–98. http://dx.doi.org/10.1007/s11575-021-00450-1.
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AbstractMany multinational corporations use their corporate brand to endorse their products but thereby attract international consumers differently. Therefore, it is important to analyze whether corporations profit from endorsed branding strategies across nations or whether they must rely on country-specific factors. The authors propose a theory-based framework and apply multilevel mediation structural equation modeling with cross-level interactions to analyze the typical direct and indirect effects of global corporate brand image and global product brand image on product purchase intention across nations. The authors rely on hierarchical data from 7660 consumer evaluations of a multinational corporation’s global corporate and product brands in 35 countries. Importantly, the results provide insights into country-specific moderators, i.e., the degree of country development and national culture, and the respective country portfolio. They further contribute to the application of theory and show a positive indirect effect of global corporate brand image on product purchase intention via global product brand image across nations. Additionally, a positive, although weaker, direct effect of global corporate brand image on product purchase intention is found. However, the degree of country development and national culture moderate both effects differently. This study provides new theoretical implications and shows that a country portfolio offers concrete hints for managers.
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Wang, Sai, and Ki Joon Kim. "Consumer response to negative celebrity publicity: the effects of moral reasoning strategies and fan identification." Journal of Product & Brand Management 29, no. 1 (July 8, 2019): 114–23. http://dx.doi.org/10.1108/jpbm-10-2018-2064.
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Purpose In the context of celebrity endorsement, this study aims to demonstrate that the ways in which consumers adopt moral reasoning strategies (i.e. rationalization, decoupling and coupling) are largely dependent on the severity (i.e. high vs low) of celebrity transgressions and the degree to which they personally identify with the celebrity. Design/methodology/approach A between-subjects online experiment (N = 144) with two conditions, representing high- and low-severity celebrity transgressions, was conducted. Participants’ attitudes toward the celebrity and endorsed brand, their purchase intention for the endorsed product and the degrees to which they identified with the celebrity and adopted the three types of moral reasoning strategies were assessed. Findings The rationalization and decoupling strategies mediate the effects of highly negative information about a celebrity on consumer attitudes toward the celebrity and endorsed brand as well as on purchase intention for the endorsed product. In addition, consumers who identify strongly as fans of the celebrity in question are more likely to activate rationalization and decoupling strategies to process and evaluate transgressive behaviors than those with weaker fan identification. Originality/value By exploring the ways in which moral reasoning and fan identification work in processing negative information, this study provides insights into the psychological process through which negative news coverage of a celebrity endorser influences consumer attitudes and purchase intention.
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Liu, Matthew Tingchi, Yongdan Liu, and Lida L. Zhang. "Vlog and brand evaluations: the influence of parasocial interaction." Asia Pacific Journal of Marketing and Logistics 31, no. 2 (April 8, 2019): 419–36. http://dx.doi.org/10.1108/apjml-01-2018-0021.
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PurposeThe purpose of this paper is to investigate the marketing results of video blogging (vlogging). In particular, the authors are interested in understanding which video bloggers (vloggers) can better help marketers develop their brand image, which vlog viewers tend to evaluate vlogger-endorsed brands more positively, and how these effects occur.Design/methodology/approachA questionnaire survey was conducted with a convenience sample online. A total of 401 valid responses were collected. Regression analyses and bootstrapping were used to test the hypotheses.FindingsThe authors found that vloggers’ physical and social attractiveness and the audience’s viewing motives (entertainment motive and relationship-building motive) and behavior (time spent on the media) increased the audience’s evaluations of the brands endorsed by the vloggers (perceived brand quality, brand affect and brand preference). The authors also found that these relationships were mediated by the parasocial interaction (PSI) between the vloggers and the audience.Practical implicationsThe findings of this study suggest that marketers can develop relationships with consumers and enhance their brand evaluations via vloggers. This strategy is more effective when brand managers use more attractive vloggers and target viewers who spend a lot of time on vlogs seeking entertainment or hoping to build relationships.Originality/valueThis study contributes to the literature by showing that vlogging can affect brand evaluations through the development of PSI between vloggers and viewers. The authors extended the focus of vlog marketing research from consumers’ watching and sharing behaviors and their perception of vloggers to brand evaluations, from vloggers’ characteristics to viewers’ characteristics and from the Western to the Eastern context.
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Rai, Jaskirat Singh, Anish Yousaf, Maher N. Itani, and Amanpreet Singh. "Sports celebrity personality and purchase intention: the role of endorser-brand congruence, brand credibility and brand image transfer." Sport, Business and Management: An International Journal 11, no. 3 (March 25, 2021): 340–61. http://dx.doi.org/10.1108/sbm-06-2020-0062.
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PurposeThis study aims to examine the influence of five sports celebrity personality (SCP) attributes – attractiveness, expertise level, credibility, trustworthiness and character – on consumers' purchase intentions (CPI). It identifies celebrity brand congruence (CBC), endorsed brand celebrity (EBC) and transfer of brand image (TBI) as antecedents of CPI.Design/methodology/approachThe purposive sampling technique was used to collect the data from 838 respondents. This study developed a multidimensional construct for SCP. The covariance-based structural equation modeling (SEM) technique was used to examine the relationship between SCP and the endorsed brand. The study used CBC as a mediator and EBC and TBI as partial mediators. The direct and indirect effect of SCP on CPI was investigated using CBC, EBC and TBI as mediators.FindingsThis study supports the importance of three antecedents (i.e. CBC, EBC and TBI) on CPI. It finds congruence across SCP and CBC variables, and a positive impact of SCP on EBC and TBI variables. Also, it exhibits a significant direct effect of CBC on EBC and TBI, whereas the direct effect of CBC on CPI is not substantial. The indirect effect of CBC through mediating variables EBC and TBI found to be significant.Research limitations/implicationsThis study concludes that sports celebrity endorsement is essential to transfer the positive celebrity image to the endorsed brand image. However, it is not merely sufficient to influence the buyers' purchase conduct; the brand credibility additionally assumes to take a role in changing their behavioral intentions.Originality/valueThis study contributes to the sports marketing literature by its novelty in analyzing the sports celebrity personality at a multidimensional level. It uses SCP's different attributes as one construct and studies its impact on CPI by taking CBC, EBC and TBI as mediators. The results of this study equip sports management professionals with the knowledge to build better long-term relationships with consumers.
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Kim, Jong-sung, and Jun-hwan Kim. "Endorsed brand strategy of Local Autonomous Entity by Seoul City - Combined Brand of Seoul City brand and 25 Local Autonomous Entity-." Journal of Communication Design 66 (January 31, 2019): 211–22. http://dx.doi.org/10.25111/jcd.2019.66.16.
Full textDissertations / Theses on the topic "Endorsed Brand Strategy"
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Zheng, Xiaoshu, and Yuan Shi. "The case of Geely acquiring Volvo Car : A study on low brand equity acquiring high brand equity." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-202174.
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Much previous research has studied high brand equity acquiring high brand equity or high brand equity acquiring low brand equity. However, very little research has been conducted to understand how that low brand equity acquiring high brand equity changes the low brand equity especially in China. This paper is on the case of Geely Group acquiring Volvo Car which was a typical acquisition of a high brand equity company by a low brand equity company. The aim of the paper is to verify whether this type of acquisition could increase the acquirer’s brand equity evaluated by consumers. This paper selects two brand strategies, ‘the house of brands strategy’ and ‘the endorsed brand strategy’, as the study objects of post-acquisition brand integration, and attempts to find the differences on consumers’ expectations and what is better suited for the new joint company. Therefore, a survey research strategy was used in this paper. A conceptual framework which included brand loyalty and perceived quality was developed from a review of the existing literature. Samples of data collected from Chinese consumers have been analyzed for the changes of consumers’ evaluation on the brand equity of Geely after its successful acquisition. Our research result proved that, a low brand equity company could enhance its brand value through acquiring an internationally known brand. After the acquisition, no matter what brand strategy applied, consumers had a more positive attitude towards the brand. The conclusion reached was that firms should be careful to choose an acquisition strategy by considering its strengths. But when faced with a decision of acquisition, the most important thing is to focus on the final success of the acquisition, while the brand integration strategy might be adjusted flexibly.
Book chapters on the topic "Endorsed Brand Strategy"
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Hung, Kineta. "Celebrity and Influencer in a Fan Economy." In Multidisciplinary Perspectives on Media Fandom, 323–40. IGI Global, 2020. http://dx.doi.org/10.4018/978-1-7998-3323-9.ch018.
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Celebrity endorsement (CE) constitutes a popular marketing strategy. A large body of research and practices recognize the salience of celebrity traits such as credibility and attractiveness in enhancing endorsement effectiveness. According to these approaches, celebrity fans are at the receiving end of the marketing strategy, and they function primarily as brand purchasers. Their varied roles in enhancing CE are less understood. Aided by the proliferation of social media, fans are connected nationally and globally to form not only a formidable force but also a talent pool. Together, they play an increasingly important role in the CE process. This chapter investigated the changing role of celebrity fans and their contributions. Both traditional celebrities and social media influencers were examined. In both cases, the fans are active shapers of the endorsement process. This is a recent development, where the celebrity, their fans, and the endorsed brand are forming a co-creation platform. The implications are discussed.
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Sen Negi, Ankita, and Payel Das. "Evaluation of Celebrity Endorsements on Consumer Perception and Brand Equity in Indian Market." In Global Branding, 92–105. IGI Global, 2020. http://dx.doi.org/10.4018/978-1-5225-9282-2.ch005.
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One of the most popular forms of marketing strategy to endorse a product or a brand is celebrity endorsement. Masses are big fan of celebrities both films or sports industry. Hence, using celebrities for brand or social welfare activities is a common phenomenon. Consumers do not purchase a product not because of their love and trust on the celebrity only. This study is aimed at finding the relation in building brand equity and the celebrity endorsers. This research infers the relationship between consumer perception formed through celebrity endorsements and its impact brand equity. It is also inferred from the study that celebrity endorsement fit for a product has a positive effect on consumer perception, hence building brand equity.
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Sen Negi, Ankita, and Payel Das. "Evaluation of Celebrity Endorsements on Consumer Perception and Brand Equity in Indian Market." In Advances in Marketing, Customer Relationship Management, and E-Services, 36–52. IGI Global, 2018. http://dx.doi.org/10.4018/978-1-5225-3150-0.ch003.
Full textAbstract:
One of the most popular forms of marketing strategy to endorse a product or a brand is celebrity endorsement. Masses are big fan of celebrities both films or sports industry. Hence, using celebrities for brand or social welfare activities is a common phenomenon. Consumers do not purchase a product not because of their love and trust on the celebrity only. This study is aimed at finding the relation in building brand equity and the celebrity endorsers. This research infers the relationship between consumer perception formed through celebrity endorsements and its impact brand equity. It is also inferred from the study that celebrity endorsement fit for a product has a positive effect on consumer perception, hence building brand equity.