Celebrity Branding Advertising Processing: A Conceptual Model

被引：0
|
作者：
Azevedo, Antonio [1 ]
机构：
[1] Univ Minho, Braga, Portugal
来源：
REDISCOVERING THE ESSENTIALITY OF MARKETING | 2016年
关键词：
Advertising processing; Celebrity branding; Self-congruence; Scopophilia and self-sexualization; PERSPECTIVE; PLEASURE; ATTITUDE;
D O I：
10.1007/978-3-319-29877-1_118
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
Recently, some celebrities have created their own perfume brands. This study proposes a conceptual model for the celebrity branding advertising processing which acknowledges the influence of celebrity-related factors, sociocultural trends, and the advertising copy strategy. Using a sample of 100 subjects, this study analyzes the branding advertising processing of Beyonce/Heat and the simulation of the branding of a new celebrity brand-Lana del Rey. Focusing at the catalyst role of congruence between the celebrity brand personality and consumer self-concept, we analyze the implications of self-sexualization, scopophilia, and glamour as predictors of the willingness to pay for a bottle of perfume.
引用
收藏
页码：599 / 611
页数：13
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