Saving face of sponsorship

Pincus, Ben
September 2004
Brand Strategy;Sep2004, Issue 185, p54
Trade Publication
No abstract available.


Related Articles

  • Celebrity Marketing.  // MMR;3/25/2013, Vol. 30 Issue 6, p39 

    The article reports on the product endorsements of various celebrities which is considered as marketing strategy of most companies who include beauty author Michelle Phillips, Olympic swimmer Dara Torres, and television (TV) and radio host Mario Lopez.

  • Talent, Looks or Brains? New Zealand Advertising Practitioners' Views on Celebrity and Athlete Endorsers. Charbonneau, Jan; Garland, Ron // Marketing Bulletin;May2005, Vol. 16, p1 

    The established practice of using celebrities and professional athletes as endorsers shows no sign of abating. While a substantial body of literature exists researching effective celebrity and athlete endorser characteristics, little research has been conducted from the advertising practitioner...

  • Hit or Mislead. Petty, Ross D. // Marketing Management;Sep/Oct2006, Vol. 15 Issue 5, p44 

    The article discusses secondary brand associations, which are links between brands and other entities that have preexisting perceived qualities or attributes for consumers. These entities include geographic regions, celebrity endorsers, sporting events, and other brands. The association's...

  • Adding Stars to Products Not Always a Good Equation. O'Loughlin, Sandra // Brandweek;4/24/2006, Vol. 47 Issue 17, p8 

    The article focuses on the reputation of several celebrities based on market response to the brands that they endorse. A new report, Celebrity Influence Study, from market research firm NPD Group, sheds some light on which stars and athletes are now hot and not with consumers. Ranking high on...

  • Athletes as Product Endorsers: The Effect of Gender and Product Relatedness. Boyd, Thomas C.; Shank, Matthew D. // Sport Marketing Quarterly;2004, Vol. 13 Issue 2, p82 

    Although the use of athletes as endorsers is increasing, we know relatively little about how consumers perceive athlete endorsers and the factors that influence endorser effectiveness. In particular, we know little about how congruence--the "fit" between the product, the endorser and the...

  • EFFECT OF CELEBRITY ENDORSEMENT ON CUSTOMERS' BUYING BEHAVIOR; A PERSPECTIVE FROM PAKISTAN. Ahmed, Ali; Azmat Mir, Farhan; Farooq, Omer // Interdisciplinary Journal of Contemporary Research in Business;Sep2012, Vol. 4 Issue 5, p584 

    Celebrities are the personalities that are well known in public either because of their credibility or of their attractiveness or because of both of these. To leverage this, advertisers use celebrities in their advertisement to increase the effectiveness and heighten the believability of...

  • Examining the Effectiveness of Athlete Celebrity Endorser Characteristics and Product Brand Type: The Endorser Sexpertise Continuum. Simmers, Christina S.; Damron-Martinez, Datha; Haytko, Diana L. // Journal of Sport Administration & Supervision;Apr2009, Vol. 1 Issue 1, p52 

    This research furthers the theoretical perspectives that athlete endorsers are brands unto themselves, and that athlete-endorser effectiveness is determined by congruent pairings of the athlete-endorser brand and the product brand by introducing the Endorser Sexpertise Continuum. This model...

  • Financial Firms Blur the Line Between Pitchmen, Product. Brankin, Andrea McKenna // American Banker;6/28/2011, Vol. 176 Issue 99, p6 

    The article focuses on marketing strategy for products in the prepaid and credit card market citing examples such as the celebrity endorsement for Kardashian Kard prepaid cards, the promotion of SocialWise Inc.'s BillMyParents prepaid MasterCard by an extreme athlete, and Rob Dyrdek, and the...

  • Your view...  // Event;Feb/Mar2012, p15 

    The authors discuss the appropriate celebrity for the right brand or event which is a good quality idea to reinforce the values of a brand, and high-profile visitors who can provide different benefits depending on the level of their involvement with an event.


Read the Article

Other Topics