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
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Subject: Business
Date: July 31, 2007
Length: 11 / 3289
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It can also lead to the erosion of credibility that a celebrity enjoys within a public domain thus adversely affecting chances of endorsements in the future. Introduction: In today's competitive environment, it's not just enough to have a product of good quality, it is important that the product is better than your competitor's product and above everything else comes a relation; a relation between the company and its customers...
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Building such a relationship is a challenge faced by most modern day marketers. Over the years, marketers have explored various avenues to build a lasting relationship with its customers. One of the most successful ideas to come across has been to "build a brand"...
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Common topics in this essay:
Celebrity Infatuation   Celebrity Endorsement   Celebrity Endorsements   Celebrity endorsements of high involvement brands evoke cognitive evaluations that can erode brand equity and affect celebrity credibility   Celebrity endorsements   The Pinocchio Factor In Consumer Attitudes Towards Celebrity Endorsement: Celebrity Endorsement, The Reebok Brand, And An Examination Of A Recent Campaign   Celebrity Endorsement   Celebrity   celebrity worship   CELEBRITY ENDORSEMENT   celebrity worship   Bad celebrity influences   Celebrity Phenomenon   Celebrity Politicians   celebrity worship  
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