Emotional Branding Through Celebrity Endorsements

2019 ◽  
pp. 33-47
Author(s):  
Kopal Agrawal Dhandhnia ◽  
Sanjeev Tripathi
Keyword(s):  
Brand Equity ◽  
Brand Strategy ◽  
Celebrity Endorsement ◽  
Celebrity Endorsements ◽  
Celebrity Advertising ◽  
Positive Effect

Emotional branding is an effective way to create a long-lasting relationship with the customers. The recent shift in brand strategy is towards gaining an emotional share of consumers and understanding the symbolic, emotional features that generate socio-psychological associations in their minds. Use of celebrities through celebrity advertising can act as effective tools to develop a strong emotive tie with a consumer, which can overtime, culminate into long-term brand equity and an emotional connect with the brand. In this chapter, we develop an understanding of various aspects of celebrity endorsement and explain how these can be used to connect emotionally with consumers. We also illustrate situations where use of celebrities has had a positive effect on emotional branding and where it has failed miserably.

Emotional Branding Through Celebrity Endorsements

2018 ◽  
pp. 273-287
Author(s):  
Kopal Agrawal Dhandhnia ◽  
Sanjeev Tripathi
Keyword(s):  
Brand Equity ◽  
Brand Strategy ◽  
Celebrity Endorsement ◽  
Celebrity Endorsements ◽  
Celebrity Advertising ◽  
Positive Effect

Emotional branding is an effective way to create a long-lasting relationship with the customers. The recent shift in brand strategy is towards gaining an emotional share of consumers and understanding the symbolic, emotional features that generate socio-psychological associations in their minds. Use of celebrities through celebrity advertising can act as effective tools to develop a strong emotive tie with a consumer, which can overtime, culminate into long-term brand equity and an emotional connect with the brand. In this chapter, we develop an understanding of various aspects of celebrity endorsement and explain how these can be used to connect emotionally with consumers. We also illustrate situations where use of celebrities has had a positive effect on emotional branding and where it has failed miserably.

Evaluation of Celebrity Endorsements on Consumer Perception and Brand Equity in Indian Market

2020 ◽  
pp. 92-105
Author(s):  
Ankita Sen Negi ◽  
Payel Das
Keyword(s):  
Marketing Strategy ◽  
Brand Equity ◽  
Consumer Perception ◽  
Common Phenomenon ◽  
Celebrity Endorsement ◽  
Celebrity Endorsements ◽  
Sports Industry ◽  
The Relationship ◽  
Positive Effect ◽  
Celebrity Endorsers

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.

Evaluation of Celebrity Endorsements on Consumer Perception and Brand Equity in Indian Market

2018 ◽  
pp. 36-52
Author(s):  
Ankita Sen Negi ◽  
Payel Das
Keyword(s):  
Marketing Strategy ◽  
Brand Equity ◽  
Consumer Perception ◽  
Common Phenomenon ◽  
Celebrity Endorsement ◽  
Celebrity Endorsements ◽  
Sports Industry ◽  
The Relationship ◽  
Positive Effect ◽  
Celebrity Endorsers

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.

Exploring meaning transfer in celebrity endorsements: measurement and validation

2017 ◽  
Vol 9 (2) ◽  
pp. 87-104 ◽  
Author(s):  
Subhadip Roy ◽  
Varsha Jain
Keyword(s):  
Structural Equation ◽  
Equation Modeling ◽  
Transfer Model ◽  
Comprehensive Model ◽  
Celebrity Endorsement ◽  
Celebrity Endorsements ◽  
Content Type ◽  
Brand Meaning ◽  
Meaning Transfer ◽  
Positive Effect

Purpose The “meaning transfer model (MTM)” is one of the less researched models in celebrity endorsement. The purpose of this paper is to empirically measure and validate a comprehensive model of meaning transfer in celebrity endorsements. Design/methodology/approach Based on a conceptual model of meaning transfer that starts from celebrity identity as an antecedent of perceived celebrity meaning (CM), the study integrates CM, brand meaning (BM) and consumer behavior (CB) and two moderators leading to six studied hypotheses. The model is empirically tested using survey data (of 483 consumers) from India with the application of factor analysis and structural equation modeling. Findings Major results indicate a positive effect of CM on BM and BM on subsequent CB. The moderating effect of consumer knowledge and product involvement in successful meaning transfer is also observed. Research limitations/implications Contribution of the present study lies in the validation of a comprehensive model of meaning transfer in celebrity endorsements that may pave the way to the explanation of previous confounding results. Practical implications The present study provided an actionable model for marketers that would lead to successful meaning transfer and the various factors that need to be controlled. Originality/value This is the first study to validate the MTM that integrates the basic tenets of celebrity endorsement theory.

scholarly journals Explicating industrial brand equity

2016 ◽  
Vol 116 (5) ◽  
pp. 858-882 ◽  
Author(s):  
Sharifah Faridah Syed Alwi ◽  
Bang Nguyen ◽  
TC Melewar ◽  
Yeat Hui Loh ◽  
Martin Liu
Keyword(s):  
Brand Equity ◽  
Air Conditioning ◽  
Brand Image ◽  
Brand Strategy ◽  
Brand Trust ◽  
Brand Performance ◽  
Content Type ◽  
Brand Attributes ◽  
Business To Business

Purpose – The purpose of this paper is to explore brand equity from multiple perspectives (tangible and intangible) and their joint consequences, namely, on industrial buyers’ brand loyalty and their long-term commitment. The aim is to provide a more comprehensive framework of the buyer’s behavioral response in the business-to-business context by integrating both trust elements and industrial brand attributes (brand performance and industrial brand image). In addition, the study explores the mediation effects of trust and brand attributes on industrial buyers’ responses such as loyalty and long-term commitment. Design/methodology/approach – Using a survey approach, the study includes respondents working in the heating, ventilating and air-conditioning (HVAC) industry in Malaysia, and data are collected in the industrial air-conditioning segment. The research model was tested with SEM. Findings – Findings show that brand performance and industrial brand image directly affect brand trust but with different effects on buyers’ commitment and loyalty. Interestingly, industrial brand image only mediates the responses via brand trust, while brand performance has a direct effect. Thus, both brand performance and industrial brand image build buyer trust. But in this context, it is brand performance rather than industrial brand image that influences long-term commitment and loyalty. The study concludes that in the HVAC industry, brand performance, industrial brand image, buyer trust, industrial loyalty and commitment build brand equity. Originality/value – Significant research reveals that, in business-to-business contexts, brand equity depends on the supplier’s brand trust and attributes of the brand such as brand image and brand performance. While useful in guiding a supplier’s or industry’s brand strategy, the study of both brand trust and brand attributes has led to only a partial explanation of the supplier’s or industry’s brand equity. The present research explores industrial brand equity, focussing on tangible assets (performance) and intangible assets (brand image), and their joint consequences.

Crop rotations with clover and their productivity

2020 ◽  
Author(s):  
Ol'ga Gladysheva ◽  
Oksana Artyuhova ◽  
Vera Svirina
Keyword(s):  
Forest Soil ◽  
Crop Rotation ◽  
Gray Forest Soil ◽  
Arable Land ◽  
Perennial Grasses ◽  
Crop Rotations ◽  
Field Crop ◽  
Pure Steam ◽  
Positive Effect

The results of long-term research in experiments with crop rotations with different clover saturation are presented. It is shown that the cluster has a positive effect on the main indicators of vegetation of dark-gray forest soil. The introduction of two fields of perennial grasses into the six-field crop rotation significantly increases both the humus reserves and increases the productivity of arable land by 1.5–2 times compared to the crop rotation with a field of pure steam.

The depressing (negative) effect of oestradiol benzoate on the in vitro secretion of LH and FSH by the pituitary gland of the LRH-pretreated long-term ovariectomized rat changes into the augmentative (positive) effect after discontinuation of the LRH-pretreatment

1985 ◽  
Vol 110 (3) ◽  
pp. 329-337 ◽  
Author(s):  
G. A. Schuiling ◽  
H. Moes ◽  
T. R. Koiter
Keyword(s):  
Depressing Effect ◽  
Ovx Rats ◽  
Gonadotrophin Secretion ◽  
Oestradiol Benzoate ◽  
Negative Effect ◽  
Positive Effect ◽  
Perifusion System

Abstract. The effect of pretreatment in vivo with oestradiol benzoate on in vitro secretion of LH and FSH was studied in long-term ovariectomized (OVX) rats both at the end of a 5-day continuous in vivo pretreatment with LRH and 4-days after cessation of such LRH pretreatment. Rats were on day 0 sc implanted with osmotic minipumps which released LRH at the rate of 250 ng/h. Control rats were implanted with a piece of silicone elastomer with the dimensions of a minipump. On days 2 and 4 the rats were injected with either 3 μg EB or with oil. On day 5 part of the rats were decapitated and the in vitro autonomous (i.e. non-LRH-stimulated) and 'supra-maximally' LRHstimulated release of LH and FSH was studied using a perifusion system. From other rats the minipumps were removed on day 5 and perifusion was performed on day 9. On the 5th day of the in vivo LRH pretreatment the pituitary LH/FSH stores were partially depleted; the pituitaries of the EB-treated rats more so than those of the oil-injected rats. EB alone had no significant effect on the content of the pituitary LH- and FSH stores. On day 9, i.e. 4 days after removal of the minipumps, the pituitary LH and FSH contents had increased in both the oil- and the EB injected rats, but had not yet recovered to control values. In rats not subjected to the 5-days pretreatment with LRH EB had a positive effect on the supra-maximally LRH-stimulated secretion of LH and FSH as well as on the non-stimulated secretion of LH. EB had no effect on the non-stimulated secretion of FSH. After 5 days of in vivo pretreatment with LRH only, the in vitro non-stimulated and supra-maximally LRH-stimulated secretion of both LH and FSH were strongly impaired, the effect correlating well with the LRH-induced depletion of the pituitary LH/FSH stores. In such LRH-pretreated rats EB had on day 5 a negative effect on the (already depressed) LRH-stimulated secretion of LH (not on that of FSH). EB had no effect on the non-stimulated LH/FSH secretion. It could be demonstrated that the negative effect of the combined LRH/EB pretreatment was mainly due to the depressing effect of this treatment on the pituitary LH and FSH stores: the effect of oestradiol on the pituitary LRH-responsiveness (release as related to pituitary gonadotrophin content) remained positive. In LRH-pretreated rats, however, this positive effect of EB was smaller than in rats not pretreated with LRH. Four days after removal of the minipumps there was again a positive effect of EB on the LRH-stimulated secretion of LH and FSH as well as on the non-stimulated secretion of LH. The positive effect of EB on the pituitary LRH-responsiveness was as strong as in rats which had not been exposed to exogenous LRH. The non-stimulated secretion of FSH was again not affected by EB. The results demonstrate that the effect of EB on the oestrogen-sensitive components of gonadotrophin secretion consists of two components: an effect on the pituitary LRH-responsiveness proper, and an effect on the pituitary LH/FSH stores. The magnitude of the effect of EB on the LRH-responsiveness is LRH dependent: it is very weak (almost zero) in LRH-pretreated rats, but strong in rats not exposed to LRH as well as in rats of which the LRH-pretreatment was stopped 4 days previously. Similarly, the effect of EB on the pituitary LH and FSH stores is LRH-dependent: in the absence of LRH, EB has no influence on the contents of these stores, but EB can potentiate the depleting effect of LRH on the LH/FSH-stores. Also this effect disappear after cessation of the LRH-pretreatment.

Удобрение огурца в Западной Сибири

2018 ◽  
Author(s):  
Т.А. Кuznetsova ◽  
N.А. Коlpakov
Keyword(s):  
Organic Fertilizers ◽  
Control Variant ◽  
Positive Effect ◽  
Different Doses

Показано, что длительное применение как минеральных, так и органических удобрений в различных дозах и сочетаниях положительно влияет на урожайность огурца. Установлено, что в условиях 14-й ротации урожайность на всех вариантах опыта была выше, чем на контрольном варианте и составила 16,4–22,3 т/га, против 16,0 т/га в контроле.The authors show that the long-term use of both mineral and organic fertilizers in different doses and combinations has a positive effect on the yield of cucumber. It was found that under 14 rotation conditions the yield on all variants of the experiment was higher than on the control variant and amounted to 16.4–22.3 t/ha, against 16.0 t/ha on the control.

Possibilities and prospects of conservative therapy for endometriosis, as a chronical progressing disease (review of literature)

GYNECOLOGY ◽  
2020 ◽  
Vol 22 (1) ◽  
pp. 14-18 ◽  
Author(s):  
Tatyana Yu. Pestrikova ◽  
Elena A. Yurasova ◽  
Igor V. Yurasov
Keyword(s):  
Quality Of Life ◽  
Abnormal Uterine Bleeding ◽  
Modern Medicine ◽  
Reproductive Age ◽  
Aim Analysis ◽  
Scientific Publications ◽  
Terra Incognita ◽  
Positive Effect

Relevance. Endometriosis is a common gynecological disease that affects up to 10% of women of reproductive age worldwide and is the main cause of pain and infertility. Endometriosis is a disease, although it has been known for a long time, nevertheless, in many ways it represents terra incognita for modern medicine. Aim. Analysis of literature on the feasibility of long-term and the use of the drug dienogest 2 mg (Vizanne), which has a positive effect on the quality of life of patients with endometriosis. Materials and methods. To write this review, a search was made for domestic and foreign publications in Russian and international search engines (PubMed, eLibrary, etc.) over the past 13 years. The review included articles from peer-reviewed literature. Results. The review presents data on the difficulties of verifying the diagnosis of endometriosis due to a combination of this pathology with pain, infertility, abnormal uterine bleeding. The pathogenesis of the origin of endometriosis-associated pain is presented. The efficacy of the use of the drug dienogest (Vizanne), which has a powerful antiproliferative effect that reduces the main symptoms of endometriosis (pain, bleeding), is substantiated. The expediency of long-term and safe use of the drug dienogest (Vizanne), which has a positive effect on the quality of life of patients with endometriosis, has been proved. Conclusions. Numerous scientific publications confirm the feasibility of prolonged use of the drug dienogest (Vizanne), to achieve remission during endometriosis.

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