One of the biggest problems in the world of celebrity branding is that marketers engage superstars like Beckham to build awareness, but fail to consider celebrity influence in more focused ways at other stages of the consumer decision-making process. Why stop at brand awareness when the power of Lady Gaga, Justin Bieber and Katy Perry can increase active product evaluation or consumer loyalty? Thursday, May 22, 2014
Starstruck or star-crossed? Leveraging celebrities in strategic marketing
http://www.economistgroup.com/leanback/consumers/celebrity-branding-starstruck-or-star-crossed/
One of the biggest problems in the world of celebrity branding is that marketers engage superstars like Beckham to build awareness, but fail to consider celebrity influence in more focused ways at other stages of the consumer decision-making process. Why stop at brand awareness when the power of Lady Gaga, Justin Bieber and Katy Perry can increase active product evaluation or consumer loyalty?
One of the biggest problems in the world of celebrity branding is that marketers engage superstars like Beckham to build awareness, but fail to consider celebrity influence in more focused ways at other stages of the consumer decision-making process. Why stop at brand awareness when the power of Lady Gaga, Justin Bieber and Katy Perry can increase active product evaluation or consumer loyalty? 