Executive summary of 'Celebrity endorsement, self-brand connection and consumer-based brand equity'

摘要

This summary has been provided to allow managers and executives a rapid appreciation of the content of this article. Those with a particular interest in the topic covered may then read the article in toto to take advantage of the more comprehensive description of the research undertaken and its results to get the full benefits of the material present. Using celebrities to endorse brands has become a widely adopted strategy. In the USA alone, celebrity endorsements are believed to be a feature of around 15 per cent of advertisements. As the strategy involves considerable expenditure, marketers should expect such endorsements to positively impact on consumer perceptions of brand equity. Various models of brand equity have been proposed in the literature. One of the most commonly utilized purports that equity comprises brand awareness, brand associations, perceived quality and brand loyalty. Brand associations are important, as they reflect what a consumer knows about a brand based on information and personal experience. These associations can vary in strength and determine what brand knowledge will be recalled from consumer memory. Plenty evidence has shown that strong, positive associations favorably impact on attitude toward the brand and purchase intention.