UTICAJ ANGAŽOVANJA POZNATIH LIČNOSTI NA EFEKTIVNOST OGLAŠAVANJA I IMIDŽ BRENDA
Brand advertising by using celebrity endorsement is a very popular strategy among marketers. This practice has been used for almost a century and its popularity has been constantly growing. Frequent use of this strategy is based on the assumption that the positive image and certain personal characte...
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| Format: | Article |
| Language: | English |
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Pale University of East Sarajevo
2013-01-01
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| Series: | Zbornik Radova Ekonomskog Fakulteta u Istočnom Sarajevu |
| Subjects: | |
| Online Access: | http://www.zrefis.com/images/zrefis2013-7/147-161%20Sladjana%20Starcevic.pdf |
| _version_ | 1827161778449022976 |
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| author | Slađana Starčević |
| author_facet | Slađana Starčević |
| author_sort | Slađana Starčević |
| collection | DOAJ |
| description | Brand advertising by using celebrity endorsement is a very popular strategy among marketers. This practice has been used for almost a century and its popularity has been constantly growing. Frequent use of this strategy is based on the assumption that the positive image and certain personal characteristics will be transferred from a celebrity to a brand. In this paper, we have presented four basic theories/models relating to the involvement of celebrities in brand advertising: the source credibility model, the source attractiveness model, the meaning transfer model, and celebrity/product fit model. These four models are the basis for most of the research in this area. In addition, the review of previous studies on the impact of this strategy on the effectiveness of advertising and brand image has been presented. Generally, studies have provided the evidence that the involvement of a celebrity in advertising produces significantly more favourable consumer reactions (higher level of attention, the better recall of the message and brand name, more favourable attitudes and purchase intentions etc.), as opposed to the involvement of an unknown person in advertising. |
| first_indexed | 2024-03-12T10:05:14Z |
| format | Article |
| id | doaj.art-45e2da144bcb4a89819f985a432acbec |
| institution | Directory Open Access Journal |
| issn | 1840-3557 |
| language | English |
| last_indexed | 2025-03-21T00:34:20Z |
| publishDate | 2013-01-01 |
| publisher | Pale University of East Sarajevo |
| record_format | Article |
| series | Zbornik Radova Ekonomskog Fakulteta u Istočnom Sarajevu |
| spelling | doaj.art-45e2da144bcb4a89819f985a432acbec2024-08-03T06:48:43ZengPale University of East SarajevoZbornik Radova Ekonomskog Fakulteta u Istočnom Sarajevu1840-35572013-01-01714716110.7251/ZREFIS1307147SUTICAJ ANGAŽOVANJA POZNATIH LIČNOSTI NA EFEKTIVNOST OGLAŠAVANJA I IMIDŽ BRENDASlađana StarčevićBrand advertising by using celebrity endorsement is a very popular strategy among marketers. This practice has been used for almost a century and its popularity has been constantly growing. Frequent use of this strategy is based on the assumption that the positive image and certain personal characteristics will be transferred from a celebrity to a brand. In this paper, we have presented four basic theories/models relating to the involvement of celebrities in brand advertising: the source credibility model, the source attractiveness model, the meaning transfer model, and celebrity/product fit model. These four models are the basis for most of the research in this area. In addition, the review of previous studies on the impact of this strategy on the effectiveness of advertising and brand image has been presented. Generally, studies have provided the evidence that the involvement of a celebrity in advertising produces significantly more favourable consumer reactions (higher level of attention, the better recall of the message and brand name, more favourable attitudes and purchase intentions etc.), as opposed to the involvement of an unknown person in advertising.http://www.zrefis.com/images/zrefis2013-7/147-161%20Sladjana%20Starcevic.pdfbrandcelebrityadvertisingendorsementconsumer. |
| spellingShingle | Slađana Starčević UTICAJ ANGAŽOVANJA POZNATIH LIČNOSTI NA EFEKTIVNOST OGLAŠAVANJA I IMIDŽ BRENDA Zbornik Radova Ekonomskog Fakulteta u Istočnom Sarajevu brand celebrity advertising endorsement consumer. |
| title | UTICAJ ANGAŽOVANJA POZNATIH LIČNOSTI NA EFEKTIVNOST OGLAŠAVANJA I IMIDŽ BRENDA |
| title_full | UTICAJ ANGAŽOVANJA POZNATIH LIČNOSTI NA EFEKTIVNOST OGLAŠAVANJA I IMIDŽ BRENDA |
| title_fullStr | UTICAJ ANGAŽOVANJA POZNATIH LIČNOSTI NA EFEKTIVNOST OGLAŠAVANJA I IMIDŽ BRENDA |
| title_full_unstemmed | UTICAJ ANGAŽOVANJA POZNATIH LIČNOSTI NA EFEKTIVNOST OGLAŠAVANJA I IMIDŽ BRENDA |
| title_short | UTICAJ ANGAŽOVANJA POZNATIH LIČNOSTI NA EFEKTIVNOST OGLAŠAVANJA I IMIDŽ BRENDA |
| title_sort | uticaj angazovanja poznatih licnosti na efektivnost oglasavanja i imidz brenda |
| topic | brand celebrity advertising endorsement consumer. |
| url | http://www.zrefis.com/images/zrefis2013-7/147-161%20Sladjana%20Starcevic.pdf |
| work_keys_str_mv | AT slađanastarcevic uticajangazovanjapoznatihlicnostinaefektivnostoglasavanjaiimidzbrenda |