scholarly journals Endorsement Agreements: lo sfruttamento dell’immagine di un atleta

2021 ◽  
Vol 2 (1 - 2021) ◽  
Author(s):  
Giovanni Solazzi
Keyword(s):  
Social Media ◽  
Brand Association

"Nonostante in Europa gli agenti degli atleti di maggior successo preferiscono focalizzare la propria attività sull’intermediazione, i contratti di endorsement assumono sempre maggiore importanza. Dapprima, l’articolo illustra come questo tipo di contratti si differenzino da altri più conosciuti come sponsorship e merchandising. Successivamente, dopo aver classificato i diversi tipi di endorsement, il lavoro si concentra sul concetto di “brand association” e la sua struttura nell’era dei social media, con particolare attenzione al nuovo trend che vede atleti chiedere azioni societarie in cambio dell’uso della loro immagine"" Dopo aver analizzato le norme delle diverse federazioni che regolamento l’uso di questi accordi, tra cui la Rule 40 CIO, l’articolo discute diverse clausole contrattuali tipiche dei contratti di endorsement, inclusa quella di idoneità e quelle morali, che permettono al brand di svincolarsi dagli accordi non appena emergono scandali riguardanti i propri endorser."

PERAN PUBLIC RELATIONS ORGANISASI B2B MEMBANGUN BRAND IMAGE MELALUI JEJARING SOSIAL PROFESIONAL LINKEDIN (STUDI KASUS MITSUBISHI FUSO)

2021 ◽  
Vol 6 (2) ◽  
pp. 156
Author(s):  
Suci Sitoresmi
Keyword(s):  
Social Media ◽  
Public Relations ◽  
Brand Image ◽  
Media Communication ◽  
Brand Association ◽  
Use Of Social Media ◽  
Social Media Communication ◽  
Business To Business

Social media communication still not becoming key focus in business to business (B2B) organization. In fact, social media utilization in supporting company activities continues to develop. This condition requires B2B companies to adapt to the tremendous use of social media nowadays. LinkedIn is a media social platform which has the same ‘professional’ audience with B2B organizations, including professional executive, decision makers, and top-level-management. The purpose of this writing is to determine how does the role of B2B public relations in building brand image through LinkedIn. This research was conducted through a qualitative approach with a case study method. The results show that the role of B2B public relations in building brand image through LinkedIn can be done by creating LinkedIn contents that considering the dimensions of brand image, namely brand identity, brand personality, brand association, brand behavior and attitude, and brand competence and benefit.

scholarly journals The Effect of Natural Celebrity–Brand Association and Para-Social Interaction in Advertising Endorsement for Sustainable Marketing

2020 ◽  
Vol 12 (15) ◽  
pp. 6215
Author(s):  
Ke Zhang ◽  
Kineta Hung
Keyword(s):  
Social Media ◽  
Social Interaction ◽  
Real Life ◽  
Product Placement ◽  
Marketing Strategies ◽  
Effective Strategy ◽  
Brand Association ◽  
Frequent Use ◽  
Sustainable Marketing ◽  
Boot Strapping

Celebrity endorsement has been regarded as an effective strategy for enterprises to implement sustainable marketing strategies. However, frequent use of celebrity ads renders consumers skeptical of the ads’ and celebrity’s profit-making intent, which may adversely affect the sustainable marketing of the brand. This has given rise to “natural celebrity-brand association” that features celebrities using the brand in real-life settings, which is usually presented on social media rather than mass media. Using a boot-strapping approach, the study contrasts the effects of natural and commercial endorsements (i.e., natural vs. advertising, natural vs. product placement) on consumer brand responses. Results showed that natural celebrity–brand association exerts superior effects. Further, the mediating variables, para-social interaction (PSI) and its drivers (celebrity attractiveness, consumers’ perceived homophily with the celebrity), which reflect consumer’s emotional connection with a celebrity, also exert significantly stronger effects in the natural (vs. commercial) endorsement context. This research provides insights for advertisers and marketers in exploring new patterns of brand presentation forms in advertisements and gaining competitive advantage in sustainable marketing.

scholarly journals Success of Social Media Marketing Efforts in Retaining Sustainable Online Consumers: An Empirical Analysis on the Online Fashion Retail Market

2019 ◽  
Vol 11 (13) ◽  
pp. 3596 ◽  
Author(s):  
Yong Wang ◽  
Shamim Chowdhury Ahmed ◽  
Shejun Deng ◽  
Haizhong Wang
Keyword(s):  
Social Media ◽  
Brand Loyalty ◽  
Emerging Market ◽  
Social Media Marketing ◽  
Target Market ◽  
Fashion Industry ◽  
Brand Preference ◽  
Brand Attachment ◽  
Brand Association ◽  
Online Consumers

This research examines the overall performance achievement of social media marketing (SMM) in Bangladesh by determining whether social media is successful in creating brand consciousness (i.e., brand preference, brand attachment, brand association, and brand loyalty) toward online consumers, which in turn may lead to buying commitment. In total, 564 Bangladeshi consumers were surveyed to monitor their responsiveness toward social media-aided motivations. We selected the online buying environment in Bangladesh, which is an emerging market established less than one decade ago. We specifically choose the entire local fashion industry as our target market, excluding the websites of international fashion brands operated overseas. We used the holistic concept of the five aspects of SMM, namely, interaction, entertainment, customization, electronic word of mouth (eWOM), and trendiness. Moreover, we statistically calculated the performance of social media through the consequences of five measures, namely, brand loyalty, brand preference, brand attachment, brand association, and buying commitment. We used regular linear multiple regression, correlation, and descriptive statistics to obtain statistical results. The study found strong evidence that SMM efforts (SMMEs) of the local Bangladeshi fashion industry are successful in establishing consumer attachment and preference. However, they fail to secure committed buyers when the measurement scale is below 50%. In line with the results of previous studies on consumer loyalty, our results demonstrate that SMMEs fail to create committed buyers. Lack of loyalty and association drive consumers to become uncommitted buyers.

scholarly journals Young consumers’ insights on brand equity

2015 ◽  
Vol 43 (3) ◽  
pp. 276-292 ◽  
Author(s):  
Jumiati Sasmita ◽  
Norazah Mohd Suki
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Brand Loyalty ◽  
Brand Image ◽  
Brand Awareness ◽  
Full Time ◽  
Content Type ◽  
Brand Association ◽  
The Social ◽  
Young Consumers

Purpose – The purpose of this paper is to examine the effects of brand association, brand loyalty, brand awareness, and brand image on brand equity among young consumers. Design/methodology/approach – Data from 200 young consumers were analysed using descriptive, correlation and multiple regression analysis via the Statistical Package for Social Sciences computer programme version 21. Findings – Empirical results via multiple regressions authenticated that brand awareness predominantly affects brand equity among young consumers. These young consumers get input and awareness of the particular product or brand from the social media. They can clearly recognize the particular product or brand in comparison to competing products or brands and know how it looks and its characteristics from the social media. Research limitations/implications – Respondents were randomly drawn from the population of the full time students in a public university in Malaysia. Consequently, they may not represent the entire population of Malaysia. Practical implications – Input regarding the effects of brand association, brand loyalty, brand awareness, and brand image on brand equity among young consumers would help marketers and practitioners to formulate strategies to enhance their brand equity in order to obtain competitive advantage and business sustainability, particularly among young consumer markets. Originality/value – Empirical findings offer academic contributions to the existing body of knowledge of consumer behaviour as the sophisticated quantitative data analyses used will eventually allow future researchers to explicate the contribution of the current study to understand the importance of brand equity among young consumers in Malaysia.

Where Social Media Meets AAC

ASHA Leader ◽  
2015 ◽  
Vol 20 (7) ◽  
Author(s):  
Vicki Clarke
Keyword(s):  
Social Media

Making Twitter Work For You

ASHA Leader ◽  
2013 ◽  
Vol 18 (5) ◽  
Keyword(s):  
Social Media ◽  
Public Relations ◽  
Speech Language Pathologists

As professionals who recognize and value the power and important of communications, audiologists and speech-language pathologists are perfectly positioned to leverage social media for public relations.

Doctors employ social media

2013 ◽  
Vol 44 (1) ◽  
pp. 4
Author(s):  
Jane Anderson
Keyword(s):  
Social Media

A Lesson in Taking Social Media to the Medical Level

2011 ◽  
Vol 44 (7) ◽  
pp. 75
Author(s):  
SALLY KOCH KUBETIN
Keyword(s):  
Social Media
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