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Author: Fykaa Caan
Publisher: Taylor & Francis
ISBN: 1000830950
Category : Business & Economics
Languages : en
Pages : 163
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Book Description
This book explores the concept of the celebrity as a 'Human Fashion Brand' and the effectiveness of the celebrity in promoting fashions and shaping the identity and decisions of fashion consumers. Beginning with an overview of the background and context of the fashion celebrity, the authors consider celebrity fashion classifications, fashion influencers, explore existing theory, models, and tools and the role of technology; and explain how celebrity-endorsed products impact on fashion consumers and trends. The book defines and develops a ‘Human Fashion Brand Model’, which describes the relationship between the fashion celebrity, fashion celebrity marketers and fashion consumer behaviour choices in celebrity fashion emulation. Coupled with reflective questions to aid learning, every chapter is illustrated by case studies of celebrities as fashion brands, as well as their impact on fashion, including Kylie Jenner and Kim Kardashian, Beyoncé, and Madonna. Providing a holistic understanding of the celebrity as a human fashion brand and celebrity-inspired fashion consumption, Celebrity Fashion Marketing should be recommended reading for advanced undergraduate and postgraduate students studying Celebrity Fashion and Influencer Marketing, Fashion Marketing, Fashion Brand Management, and Consumer Behaviour.
Author: Fykaa Caan
Publisher: Taylor & Francis
ISBN: 1000830950
Category : Business & Economics
Languages : en
Pages : 163
Get Book Here
Book Description
This book explores the concept of the celebrity as a 'Human Fashion Brand' and the effectiveness of the celebrity in promoting fashions and shaping the identity and decisions of fashion consumers. Beginning with an overview of the background and context of the fashion celebrity, the authors consider celebrity fashion classifications, fashion influencers, explore existing theory, models, and tools and the role of technology; and explain how celebrity-endorsed products impact on fashion consumers and trends. The book defines and develops a ‘Human Fashion Brand Model’, which describes the relationship between the fashion celebrity, fashion celebrity marketers and fashion consumer behaviour choices in celebrity fashion emulation. Coupled with reflective questions to aid learning, every chapter is illustrated by case studies of celebrities as fashion brands, as well as their impact on fashion, including Kylie Jenner and Kim Kardashian, Beyoncé, and Madonna. Providing a holistic understanding of the celebrity as a human fashion brand and celebrity-inspired fashion consumption, Celebrity Fashion Marketing should be recommended reading for advanced undergraduate and postgraduate students studying Celebrity Fashion and Influencer Marketing, Fashion Marketing, Fashion Brand Management, and Consumer Behaviour.
Author: Katharina Krützkamp
Publisher: GRIN Verlag
ISBN: 3656540985
Category : Business & Economics
Languages : en
Pages : 79
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Book Description
Bachelor Thesis from the year 2013 in the subject Business economics - Offline Marketing and Online Marketing, grade: 2,1, University of Applied Sciences Essen, language: English, abstract: 1. Introduction 1.1 Aim of the paper The aim of this Bachelor thesis is to work out how celebrity marketing ideally works to make customers internalize the marketing objective. Strengthen the company’s image and brands, bonding customers and at least making profit. Among a lot of different marketing tools, celebrity marketing seems to be the most popular and promising one for companies to present their products excellently. Consequently, this paper answers the question, how especially celebrity marketing has to be developed in case of having a competitive advantage to competitors and the best effect on the customer. This paper focuses on a current example to explain how celebrity marketing is successfully applied in general and concerning to Coca Cola light’s activities. Before pointing out how to create effective celebrity marketing, this thesis presents the trends in marketing tools generally. The second problem statement is, if marketing is still promising in times of every company doing it. Purpose of this thesis is then to analyze Coca Cola light’s campaign concerning success potential and develop a future outlook to outline the development of celebrity marketing as a form of modern communication between company and customer and discuss Coca Cola light’s position in celebrity marketing referring to the latest campaign. 1.2 Relevance of the topic Nowadays, due to ongoing globalization and consequently the increasing fierce competition between the global operating companies, remaining competitive is getting harder. To establish a sustainable competitive advantage, many companies use a popular testimonial to advertise their product. Especially leading brands and companies wanting to strengthen their brand equity, benefit from this type of marketing. By the successful image transfer the brand is getting an added value as well as an improved band image and a strengthen customer loyalty. But celebrity marketing has disadvantages on the other side, too. This is proved in latest studies showing that celebrity marketing’s success have decreased recently. Often, credibility of the brand suffers as a result of a celebrity having more than one advertising contract for different products. Celebrity marketing can be more than just endorsing the company’s product. It has the chance to become the connecting link between the company - and the brand it stands for – and the customer by creating emotionality and interest.
Author: Jordan McAuley
Publisher:
ISBN: 9781604870060
Category : Business & Economics
Languages : en
Pages : 264
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Book Description
Discover creative strategies for getting your products in celebrities' hands, getting low-cost and free celebrity endorsements, linking your business, product or service to celebrities in other ways, and even making yourself into a celebrity in your field. All of these strategies are Celebrity Leverage. Shows you how to get other celebrities to promote your business, your products, and your services. Reveals how to turn yourself into a celebrity in your area, your niche and your field.
Author: Irving J. Rein
Publisher: McGraw-Hill Companies
ISBN:
Category : Advertising
Languages : en
Pages : 376
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Book Description
High Visibility is the ground-breaking book that describes and explains the whole new industry that has evolved to help you - as a professional - achieve this much-sought-after celebrity.
Author: Saloomeh Tabari
Publisher: Springer Nature
ISBN: 3031635167
Category :
Languages : en
Pages : 227
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Book Description
Author: Hamish Pringle
Publisher: John Wiley & Sons
ISBN: 0470869712
Category : Business & Economics
Languages : en
Pages : 340
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Book Description
Celebrities have always captured the imagination of the public. In today's age of consumerism, their ability to influence our behaviour can be seen worldwide. Harnessing this power can reap huge rewards for business — the Jamie Oliver campaign helped turn around Sainsbury?s fortunes, with the return on investment estimated at £27.95 for every advertising pound spent; sales of Walker?s Crisps increased by 105% thanks to Gary Lineker; One to One re-launched its brand with stars including Kate Moss and Elvis Presley. Celebrity Sells demonstrates the awesome power of famous names, when skilfully used, to sell brands and offers practical advice on how to develop and advertise a brand using celebrities, including: How to choose the right celebrity for your brand How to build your brand using a celebrity How to manage relationships with celebrities How to protect celebrity and brand reputation
Author: Douglas Brownlie
Publisher: Routledge
ISBN: 1351742701
Category : Business & Economics
Languages : en
Pages : 266
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Book Description
Bringing together the latest thinking on both celebrity brands and celebrity culture from academics specialising in the field of marketing, this book explores a range of insightful contexts in order to add vigour and vitality to our understanding of the connections between celebrities, markets and culture. It unpacks the identity theoretics which have their origins in the turn to celebrity culture and the spectacle and glamour of mass-media practices. In doing so, the contributors hint at new forms of individuation where the line between the virtual and the actual is blurred, and where images of celebrities construct and deconstruct themselves. This book was originally published as a special issue of the Journal of Marketing Management.
Author: Jennifer Brubaker
Publisher: Rowman & Littlefield
ISBN: 1498579736
Category : Language Arts & Disciplines
Languages : en
Pages : 139
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Book Description
Integrated Marketing Communication: Celebrity and the American Political Process uses an integrated marketing communication perspective to examine the brand of the celebrity as it is brought into the American political system, primarily in the form of celebrity endorsements and branding, as candidates, causes, and movements use celebrities as a strategy to reach voters. Jennifer Brubaker posits that while the relationship between celebrities and political issues is hardly new, it has evolved into a significant connection—in the past, it was a novelty to see a politically active celebrity; today, it’s becoming an expectation related to fame. Using integrated marketing communication and persuasion theory, Brubaker argues that establishing candidates’ brand identity is a critical factor in determining whether they win or lose an election, and celebrity-politics relationships are a central tool in building a candidates’ brand identity. Scholars of political science, communication, marketing, and history will find this book particularly useful.
Author: Nick Nanton
Publisher:
ISBN: 9780983947073
Category : Business & Economics
Languages : en
Pages : 188
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Book Description
Celebrity Branding You(r) laser focuses on one of the most profound, yet simple, business concepts that will revolutionize your business. By Celebrity Branding yourself as the expert in your fi eld, you are able to distinguish yourself and your business in such a way that you can eliminate any competition that you may have. While prospects may shop other alternatives for your product or service, in the end the only way that they can get you and your unique style and talent is to buy from you and your business. This method of growing a business not only offers the advantage of brand identity but also creates the highest level of relationship building with a personality-driven brand. This book is written in a very specifi c style to allow you as a reader to walk through the process of Celebrity Branding step-bystep, until at the end you will understand all of the elements required in order to Celebrity Brand your business. Whether you are a one-person business or a multimillion-dollar operation, Celebrity Branding You(r) offers the opportunity to create a unique brand that cannot be copied. If you have ever wondered if you could do it... If you have ever wondered if you could be the celebrity expert in your fi eld... This book gives you the opportunity and the tools to make it happen. There is simply no excuse to wait any longer, and we encourage you to take action now, buy the book and start the process of Celebrity Branding You(r)."
Author: Stacy Landreth Grau
Publisher: Business Expert Press
ISBN: 1637422091
Category : Business & Economics
Languages : en
Pages : 223
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Book Description
Social media influencers rule the world! Gone are the days of worshipping movie stars and athletes only for their talent. Everyday people are fast becoming the new celebrities and thus influencers for Millennials and Generation Z. In the past few years, social media influencers dominate pop culture and brands are eager to work with them to build their brands. From music to gaming; from fashion to sports; from wellness to lifestyle branding there are more than 50 million people calling themselves “creators” and many are influencers amassing a highly engaged community. For brands, what are the most effective ways to identify and cultivate influencers and support content creation? This book is for anyone who wants to understand the landscape of influencer marketing with an eye for collaborations between influencers and companies. Perfect for brand managers and agency professionals, up and coming influencers, and students wanting to enter this exciting field of marketing, this book combines practical advice and examples with an overview of the academic insights to date. Topics include creators and the creator economy, typology of influencers, how to work with them, considerations for campaign design and implementation. Celebrity 2.0: The Role of Social Media Influencer Marketing to Build Brands is a great primer to the influencer marketing ecosystem and the influencer marketing relationship framework to learn how content marketing, native advertising and content marketing all come together.
