Brand Identity Relevance and Co-Existence with Star Power

DOI

10.2991/aebmr.k.220501.080How to use a DOI?

Keywords

Marketing communication; advertising; celebrity endorsement

Abstract

Advertising as the most effective promotion tool available to marketer has been employing celebrity as figure to help focus the message and eventually sells the marketer’s solution. The effectiveness of advertising to close the deal has been widely accepted by both academics and practicians alike. The topic whether celebrities are even necessary has been debated by both field of marketing. As such, this paper aims to investigate the role of celebrity to promote a marketer’s solution through advertising. Through qualitative research using phenomenological approach, it is found that celebrity character have positive attribution towards fastening the message delivery and helping advertising recall. The research also found that celebrities needs to be chosen by their characteristic that matches the brand’s solution and not by choosing celebrities who are at the peak of their fame.

Copyright

© 2022 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article distributed under the CC BY-NC 4.0 license.

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TY  - CONF
AU  - Michael Adhi Nugroho
AU  - Rudy Harjanto
PY  - 2022
DA  - 2022/05/11
TI  - Brand Identity Relevance and Co-Existence with Star Power
BT  - Proceedings of the tenth International Conference on Entrepreneurship and Business Management 2021 (ICEBM 2021)
PB  - Atlantis Press
SP  - 525
EP  - 531
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.220501.080
DO  - 10.2991/aebmr.k.220501.080
ID  - Nugroho2022
ER  -