Celebrities as Participants in the Brand Building Process of a Business

• Autorzy: Katarzyna Kolasińska-Morawska
• Języki publikacji: EN

Abstrakty

EN

The article above is dedicated to the question of using the image of a famous person or celebrity for the image of a company or its offer. It presents the role and significance of the marketing communication process which determines how the brand's image is perceived and formed in the minds of companies' current and potential customers. Against this background, the possibilities were presented for using famous people as carriers of information, who are a physical and tangible representation of the company's brand and become its link with customers. The phenomenon which then transpires is known as celebrity endorsement, and as a sophisticated operation allows the company to shape the desired attitudes towards the organisation's brand, product or service. One example of this is advertising campaigns of retail grocery chains. These businesses have decided to use famous people as support for the company's brand, trusting that the values which are connected with the star will be transferred to their brand, which will help to create a distinctive and unique image of the company in the eyes of customers, bring them closer to the company and of course have a share in their wallets (original abstract)

Słowa kluczowe

EN

Marketing; Communication

PL

Marketing; Komunikowanie

• Czasopismo: Przedsiębiorczość i Zarządzanie
• Rocznik: 2013
• Tom: 14
• Numer: z. 2 Marketing we współczesnym przedsiębiorstwie
• Strony: 123--137

Twórcy

autor

Katarzyna Kolasińska-Morawska

• Społeczna Akademia Nauk

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