Findings - The study finds that celebrity endorsement in itself had no significant effect on the reputation of telecommunication companies. Celebrity attractiveness, likeability and trustworthiness had a direct
In the medium term, the sales of luxury goods are anticipated to register substantial growth as key brands are directing their investment in digital marketing and partnering with e-commerce platforms to cater to the increasing number of online shoppers. Additionally, luxury fashion companies are tight...
admire or relate to. It is just a straightforward psychological effect whereby the consumers subconsciously feel that by buying a product marketed by a celebrity admired; they will be able to replicate the celebrity's desired attributes or attract people who share their interests. This phenomenon ...
Because of the existence of cutback on TV entertainment, it is bound to limit the exposure of these stars, especially the Hong Kong and Taiwan stars in mainland programs. And the decline of star exposure will undoubtedly reduce the celebrity endorsement effect of entertainment stars for shoe comp...
It is recommended that New Balance Shoes commence celebrity endorsement for their product and even sponsor sports events like Adidas does. The excessive competition creates this need. With a change in the promotional activities the company might not improve market share. Adidas has to focus on movin...
Buffalo Boots, a brand that sells particularly chunky platform sneakers, has seen huge growth on the "dad" shoes trend. The company first became popular in the mid-90s, after being worn by the Spice Girls at parties and photo shoots. The celebrity endorsement led to a surge of interest, ...
Although speaking for many brands is not a new phenomenon as a whole, Jay Chou phenomenon is still necessary for analysis, because the phenomenon he has triggered is different from that of an early celebrity endorsement of many brands. Jay Chou's advertising phenomenon shows a trend: the enterp...
Currently, we couldhardly live a single day without seeing a celebrity spokesperson promoting a product or a social campaign on TV, net or other media. This is anintensely popular trend that we cannot fail to notice. There is no doubt that the celebrity spokespeople co...
use of “gimmicks through promotional campaigns” (e.g. Buy 1 Free 1) that aimed to drive sales rather than addressing product accessibility, were observed in this study. The QSR sector provided little evidence that they were committed to healthier product accessibility. In some cases, these ...
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