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Essay Details:
Essay text:
This article looks at consumer attitudes and associations
towards celebrity endorsement, using the case of Reebok and their latest marketing
campaign. An adapted version of metaphor elicitation was undertaken to find major constructs in a
sample consisting of University students. Findings from this paper confirm the importance of selection
perceived credibility of the spokesperson and image fit, the credibility of the setting, and
the dangers of overshadowing and over-endorsement. An interesting finding regards what is referred
to as the “Pinocchio factor”, the consumer perceiving the celebrity spokesperson as Pinocchio,
where his nose grows when he is not telling the truth...
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Common topics in this essay:
- Celebrity Infatuation
- Celebrity Endorsement Marketing Campaigns
- 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 endorsement are a waste of money
- Bad celebrity influences
- Celebrity Phenomenon
- Celebrity Politicians
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