Evaluating the Impact of Celebrity Status and Character Likability on Brand Recognition

2015 ◽  
pp. 331-334
Author(s):  
Anvita Kumar ◽  
George Balabanis
Keyword(s):  
Brand Recognition ◽  
Celebrity Status ◽  
The Impact

scholarly journals The Impact of Competitive Markets on Recruiting: Lessons from Collegiate Athletics

2018 ◽  
Vol 79 (1) ◽  
pp. 25-35
Author(s):  
Cary A. Caro
Keyword(s):  
High School ◽  
Labour Market ◽  
College Athletics ◽  
College Football ◽  
Collegiate Athletics ◽  
High School Athletes ◽  
New Markets ◽  
Brand Recognition ◽  
Football Programs ◽  
The Impact

AbstractConference realignment in NCAA college athletics impacted traditional rivalries and affiliations as it took shape from 2010 to 2013. As schools traded conferences, their college football programs were left to compete against new foes, and in new markets for high school athletes. The impact of brand recognition, prestige, and new conference affiliation on recruiting are examined herein. The findings of the market competitive externalities are important for every labour market in which business opt to compete.

Quantifying the Impact of CEO Social Media Celebrity Status: Novel Measures from Digital Gatekeeping Theory

2021 ◽  
Author(s):  
Xin Bao ◽  
Yiu Keung Raymond Lau ◽  
Baiqing Sun ◽  
Yue Fang
Keyword(s):  
Social Media ◽  
Celebrity Status ◽  
The Impact

KaBloom!: Revolution in the flower industry

2011 ◽  
Vol 14 (1) ◽  
pp. 61-77
Author(s):  
Gina Vega ◽  
Collette Dumas ◽  
Beverly Kahn ◽  
Jafar Mana
Keyword(s):  
Supply Chain ◽  
Organizational Structure ◽  
Leadership Styles ◽  
Exponential Growth ◽  
Business Models ◽  
Environmental Changes ◽  
Chain Management ◽  
Business Sustainability ◽  
Brand Recognition ◽  
The Impact

David Hartstein started KaBloom in 1998 with the goal of creating “the Starbucks of Flowers.” He successfully built brand recognition for the gardenlike shops, but problems plagued the young organization. Nearly three years and one recession later, KaBloom failed to live up to Hartsteinʼs forecast of exponential growth. This case has been designed for a graduate-level course in entrepreneurship/innovation. Students can compare franchising with other business models, examine the impact of organizational structure and leadership styles on business effectiveness, relate issues of supply chain management and logistics to environmental changes, and recognize the impact of innovation on business sustainability.

scholarly journals Generating Press, Bold Ideas, and Stubbornness: The Impact of Celebrity CEO's

1970 ◽  
Vol 33 (1) ◽  
pp. 73-99
Author(s):  
Josh Bendickson ◽  
Shelby Solomon
Keyword(s):  
Corporate Social Responsibility ◽  
Popular Culture ◽  
Social Responsibility ◽  
Business Strategy ◽  
Media Coverage ◽  
Poor Performance ◽  
American Popular Culture ◽  
Celebrity Status ◽  
Corporate Social ◽  
The Impact

Our purpose is to investigate and discuss the impact of celebrity CEOs. Numerous CEOs have attained celebrity status through infusion into media coverage. Consequently, CEOs routinely enter into American popular culture. We offer general propositions that successful CEOs gain positive media coverage, and thus gain celebrity CEO status. Subsequently, celebrity CEOs are vulnerable to becoming rigid in their business strategy and also fixate on increasing firms’ corporate social responsibility operatives, both of which are enhanced by narcissism. Under negative conditions (i.e., poor performance, bad press), celebrity CEOs tend to escalate their commitment as opposed to admitting a change is necessary.

scholarly journals HALAL COSMETICS REPURCHASE INTENTION: THE ROLE OF MARKETING ON SOCIAL MEDIA

2021 ◽  
Vol 7 (4) ◽  
Author(s):  
Mohamad Isa Abd Jalil ◽  
Suddin Lada ◽  
Mohd Ashari Bakri ◽  
Zakiah Hassan
Keyword(s):  
Social Media ◽  
Marketing Strategy ◽  
Word Of Mouth ◽  
Brand Management ◽  
Social Media Marketing ◽  
Brand Awareness ◽  
Repurchase Intention ◽  
Holistic View ◽  
Brand Recognition ◽  
The Impact

This research aims to study the effects of social media marketing strategies on the repurchase intention among suppliers of halal cosmetics in the context of Malaysia. The study, based on the theory of social media marketing, identifies these ties, and considers the mediating functions of word-of-mouth brand recognition and electronic word-of-mouth communication (e-WOM). The work takes a holistic view of brand recognition and e-WOM with reference to the two main relations, social media marketing strategy and repurchasing intention. The partial least squares structural equation modelling (PLS-SEM) method was employed and data collected from 300 respondents (followers) via an online questionnaire. The results indicate that there is a significant influence of social media marketing (SMM) on repurchase intention, brand awareness, and e-WOM; the impact is higher on brand awareness, followed by repurchase intention and eWOM. These results demonstrate that efficient brand management of the use of social media platforms will help increase brand awareness among halal cosmetics buyers. When used correctly, SMM may assist the distribution and communication of the most up-to-date information on cosmetic products and brands, resulting in increased awareness and repurchase intent. At the same time, eWOM is a useful tool for their respective followers to disseminate information. The research has important implications for the halal cosmetics sector, as it contributes to the theoretical and management literature on social media marketing strategy.          

scholarly journals Product placement in computer/video games: an analysis of the impact on customers purchasing decision

2019 ◽  
Vol 15 (3) ◽  
pp. 60-70
Author(s):  
Angelina Chernikova ◽  
Murilo Branco
Keyword(s):  
Virtual Reality ◽  
Video Games ◽  
Video Game ◽  
Purchase Intention ◽  
New Technologies ◽  
Product Placement ◽  
Theoretical Contribution ◽  
Brand Recognition ◽  
The Impact

The video game and virtual reality became a new way of doing marketing considering their growing popularity and the advances of new technologies in the past few decades. In this paper is presented a research that investigates the impact of product placement in video games on gamers’ decisions on the purchase of goods from advertised. This research is focused on two of the most played games nowadays: FIFA 19 and Final Fantasy XV. A survey with 465 respondents was conducted to understand the antecedents that impact the purchase decision considering the stimulus originated from the product placement. To conduct the survey, a framework was designed based in the extant literature reviewed and finally considering the constructs of product placement, quality of virtual reality, brand recognition, brand familiarity, emotional response and purchase frequency. The results of the study suggest that gamers generally respond positively towards product placement and that product placement can indirectly impact emotional responses that will impact on consumer’s purchase intention. Hence, advertising in the video game enhances brand recognition and the perception of virtual reality. The framework presented in this paper represents the theoretical contribution of this paper, relating different concepts in the theory of product placement to the purchase intention. Therefore, the findings on this paper can help managers to find the best way to reach customers by improving the product placement strategy in the video games.

scholarly journals Star quality: celebrity casting in London West End theatres

2014 ◽  
Vol 4 (1/2) ◽  
pp. 136-155 ◽  
Author(s):  
Niall Caldwell ◽  
Kathryn Nicholson
Keyword(s):  
Reality Tv ◽  
Second Phase ◽  
Content Type ◽  
The Public ◽  
Celebrity Status ◽  
Starting Point ◽  
Original Contribution ◽  
Tv Shows ◽  
The Impact ◽  
Gossip Columns

Purpose – The purpose of this paper is to investigate the practice of casting celebrity performers in London West End theatres. The paper uses the literature on celebrity to explore the impact that casting a celebrity has on the London theatre audience. Design/methodology/approach – The pervasiveness of celebrity culture forms the background and starting point for this research. In the first phase, theatre managers, directors and producers were interviewed to explore their views on the practice of celebrity casting. In the second phase, an audience survey was conducted. The approach taken is exploratory and is intended to illuminate the conditions under which a successful celebrity-focused strategy can be constructed. Findings – A distinction between fame and celebrity was drawn by both theatre professionals and audiences, with celebrity status being seen as something that is created by media exposure and being in the public eye. This is in contrast to fame, which is earned by being famous for something, or some achievement. Theatre audiences are more likely to be attracted by celebrities who have theatrical expertise and not by someone known simply through film, television or the all-pervasive gossip columns. Celebrities with a background in theatre and film were seen to strongly draw audiences to the theatre, as opposed to those with a background in reality TV shows, search-for-a-star shows or for being half of a famous couple. Originality/value – The paper is focused on the theatre and makes an original contribution to the current discussion of the power wielded by celebrities. It is the first empirical research on this aspect of the theatre business. Its contribution lies in understanding audience members’ interpretation and understanding of celebrity to ascertain the extent to which they perceive celebrities as credible to perform theatre. This is based on a differentiation between their mediated fame and expertise. It is helpful and useful information for producers when deciding whether or not to cast a celebrity and to which audiences that the celebrity might appeal.

Show products or show people: an eye-tracking study of visual branding strategy on Instagram

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Lijie Zhou ◽  
Fei Xue
Keyword(s):  
Visual Attention ◽  
Eye Tracking ◽  
Fixation Duration ◽  
First Person ◽  
Optical Elements ◽  
Content Type ◽  
Brand Recognition ◽  
Third Person ◽  
The Impact ◽  
Fixation Frequency

Purpose This paper aims to examine the effects of visual themes and view perspectives on users’ visual attention to brand posts on Instagram. The impact of visual attention on brand attitude and recognition is also explored. Design/methodology/approach The authors conducted a 4 (visual themes: customer-centric, employee-centric, product-centric and symbolic visuals) × 2 (view perspectives: first-person view vs third-person view) between-subject factorial eye-tracking experiment to explore their effects on viewers’ visual attention (fixation frequency and fixation duration), attitude toward the brand and brand recognition. Findings Results showed that, under a first-person view, participants spent the longest time viewing customer-centric images and paid the most attention to product-centric and customer-centric images. For images in the third-person view, product-centric images received the longest fixation duration and highest fixation frequency. Customer-centric image and product-centric image generated significantly higher amount of fixation duration and fixation frequency than the symbolic image, regardless of view perspective. Brand recognition was positively influenced by fixation frequency but not by fixation duration. Originality/value This study is an extended application of Aaker’s (1996) brand identity planning model in visual branding on Instagram. As the findings indicated, the effective use of visual strategies could lead to more positive responses toward the brand. By understanding how optical elements stimulate visual branding processing, marketing professionals will be able to improve information designing skills in visual-based social media platforms (such as Instagram).

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