Celebrity endorsements of high involvement brands evoke cognitive evaluations that can erode brand equity and affect celebrity credibility
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Title: Celebrity endorsements of high involvement brands evoke cognitive evaluations that can erode brand equity and affect celebrity credibility

Essay Details:

Subject: Business
Author: Josephine S
Date: May 30, 2015
Level:
Grade: A
Length: 11 / 3289

Essay text:

Celebrity endorsements have long been seen as one of the most preferred tools to build a firm's brand equity by advertisers. This strategy has largely been successful. In fact every possible brand that enjoys high equity amongst its target populace has used celebrities at least once to endorse their products or services. However, when it comes to studying the effects of celebrity endorsement, very little work has been done to understand whether celebrity endorsements can lead to brand erosion, especially in high involvement products/services. This work primarily focuses on this issue. The overall picture that emerges reveals a positive relationship between celebrity endorsements and brand equity built through positive brand associations of the brand and the celebrity...

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