When celebrity endorsement goes wrong; implications for brand advertising.

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28120%2F10%3A63509681" target="_blank" >RIV/70883521:28120/10:63509681 - isvavai.cz</a>
Result on the web
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DOI - Digital Object Identifier
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Result language
angličtina
Original language name
When celebrity endorsement goes wrong; implications for brand advertising.
Original language description
The recent involvement of certain top celebrities in very unpleasant situations has raised concerns as to the implications of using celebrities as representatives of brands or companies for that matter. The objective of this paper is to understand the implications of such brand-celebrity relationship on advertising, especially when the image and credibility of the celebrity is tainted. This paper makes use of empirical evidence of how celebrity endorsements have gone wrong over the years. The suggestions from this paper will help managers to understand the intricacies involved in employing the services of celebrities, so that they can put in place the necessary mechanism to handle any unpleasant circumstances that may arise from such a partnership.
Czech name
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Czech description
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Publication year
2010
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection
Mezinárodní Baťova konference pro doktorandy a mladé vědecké pracovníky
ISBN
978-80-7318-922-8
ISSN
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e-ISSN
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Number of pages
14
Pages from-to
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Publisher name
Univerzita Tomáše Bati ve Zlíně, Fakulta managementu a ekonomiky
Place of publication
Zlín
Event location
Zlín
Event date
Jan 1, 2010
Type of event by nationality
EUR - Evropská akce
UT code for WoS article
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