Celebrity co-branding partners as irrelevant brand information in advertisements

Ilicic, Jasmina; Webster, Cynthia

doi:10.1016/j.jbusres.2011.12.014

Cited by 71 publications

(61 citation statements)

References 30 publications

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“…On the other hand, a commercial brand grants a personal brand its image, a fact also pointed out by . The co-branding construct is often used in the context of cooperation between commercial brands or celebrities (Ilicic &Webster, 2013), but in context of network economy and based on essence on personal brand as a planned process of self-marketing, a hypothesis has been developed which talks about a conscious identification with a commercial brand in order to create a personal brand. Namely: the more a FB user identifies with a fan page of a particular brand, the more strongly, in his/her opinion, it affects a positive attitude of other users towards his/her personal brand.…”

Section: Personal Brandingmentioning

confidence: 99%

Consumer Social Network Brand Identification and Personal Branding. How Do Social Network Users Choose Among Brand Sites?

Kucharska

2017

SSRN Journal

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Section: Personal Brandingmentioning

confidence: 99%

Consumer Social Network Brand Identification and Personal Branding. How Do Social Network Users Choose Among Brand Sites?

Kucharska

2017

SSRN Journal

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“…They may be celebrities who "employ branding techniques such as managing, trademarking and licensing their names, launching their own product lines and agreeing to product endorsements to enhance their perceived value and brand equity." [32]. Therefore, these celebrities can be considered and treated as brands.…”

Section: "Human Brand" and "Human Branding" As A Metaphorical Conceptmentioning

confidence: 99%

Counteracting Domain Loss and Epistemicide in Specialized Discourse: A Case Study on the Translation of Anglophone Metaphors to French

Bordet

2016

Publications

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Abstract:The dominance of English as the world language of publication has had a decisive impact on the dissemination of information and innovation across cultures, with a resulting tendency to a standardization of scientific conceptualization. This dominance does not only impact scientific and academic discourse, but also the whole range of professional and technical texts representative of various specialized discourses. This paper advocates engaging in the practice of dynamic translation to keep non-English specialized languages alive. Advanced students' analysis of translation projects yields revealing examples of conflicting views of the world, between English and French, in emerging and controversial fields such as "shadow banking" or "human branding". The students' evaluation of alternative solutions to problems of equivalence highlights the cultural gaps which exist within global fields of knowledge and can be interpreted in terms of the intercultural and interlinguistic transfer of specialized metaphor. It is shown that the practice and analysis of translation provide an appropriate approach for a better understanding of languages for specific purposes (LSP) and the development of awareness of domain loss and epistemicide.

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“…The link to higher order associations is possible when the celebrity and brand are congruent or have a natural belongingness (Till, 1998). Match-up between the celebrity and brand facilitates the development of an associative link and results in endorsement effectiveness (Ilicic and Webster, 2013;Kamins and Gupta, 1994).…”

Section: Consumer Brand Associations and Brand Concept Mapsmentioning

confidence: 99%

“…Corporate and celebrity brand associations studies highlight the importance of the match-up between the celebrity's image and the brand's image (Batra and Homer, 2004;Ilicic and Webster, 2013;Kamins, 1990: Kamins andGupta, 1994;Lee and Thorson, 2008;Till andBusler, 1998, 2000;Till et al, 2008;Törn, 2012). Limited research identifies the associations that make up celebrity brand image and the sources of celebrity endorser value.…”

mentioning

confidence: 99%

Consumer values of corporate and celebrity brand associations

Ilicic

Webster

2015

Qualitative Market Research: An International Journal

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Purpose – This study aims to explore consumer brand associations and values derived from a corporate brand and a celebrity brand endorser prior to their endorsement. Design/methodology/approach – This study uses both hierarchical value mapping and brand concept mapping (BCM) to identify brand attributes that translate to personal meaning for consumers and then to identify whether these attributes are encompassed by a specific brand. Findings – Results from brand concept maps and hierarchical value maps show consumers value accessibility and customer service in financial corporate brands. Consumers value expertise in celebrity brands and respect success in both corporate and celebrity brands. A central finding is the importance of brand authenticity. Corporate brand authenticity establishes a sense of security and assists in the development of brand relationships. Celebrity brand authenticity creates consumer attention and enhances celebrity trustworthiness aiding in the development of a consumer – celebrity brand relationship. Research limitations/implications – The findings have implications for corporate brands utilizing celebrity endorsers. In terms of strategic positioning, corporate brands need to center their marketing communications on desired brand associations at the core of both the corporate and celebrity brand that translate to personal meaning for consumers. Originality/value – This study uses a combined theoretical and methodological approach, drawing on associative network theory and means-end chain theory, and BCM and hierarchical value mapping methods, respectively, to understand and uncover personal meaning or value derived from brand associations.

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Celebrity co-branding partners as irrelevant brand information in advertisements

Cited by 71 publications

References 30 publications

Consumer Social Network Brand Identification and Personal Branding. How Do Social Network Users Choose Among Brand Sites?

Consumer Social Network Brand Identification and Personal Branding. How Do Social Network Users Choose Among Brand Sites?

Counteracting Domain Loss and Epistemicide in Specialized Discourse: A Case Study on the Translation of Anglophone Metaphors to French

Consumer values of corporate and celebrity brand associations

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