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Kumar, Sandeep
- Celebrity Advertising and its Role to Brand Equity:A Review
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Authors
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1 Uttaranchal University, Arcadia Grant, Chandanwari, Premnagar, Dehradun, Uttarakhand 248007, IN
1 Uttaranchal University, Arcadia Grant, Chandanwari, Premnagar, Dehradun, Uttarakhand 248007, IN
Source
Asian Journal of Management, Vol 8, No 3 (2017), Pagination: 925-929Abstract
Celebrity advertising has become more prevalent in the modern era. A celebrity advertising helps to enhance the sales and provides the mutual benefit to both brand and celebrity. This article reviews the determinants of celebrity advertising and its role to brand equity. Using the fame in the advertising is not a wrong thing, but there are various determinants which affect the celebrity advertising. Result endorses that celebrity profession, trust, attractiveness, decent match with the brand, image, and fame is a most useful tool to attract or fascinate the more customers. Furthermore, using the celebrity in advertising is the rich source of the brand awareness, brand image, brand loyalty, etc. which leads to the high brand equity. Hence the celebrity advertising is a powerful mechanism to influence the customers’ lifestyle or build the brand equity.Keywords
Brand Equity, Celebrity Adverting, Determinants, Consumer.
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- Does Promotion Mix Really Help to Enhance Brand Equity:A Literature Review
Abstract Views :489 |
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Authors
Affiliations
1 Uttaranchal University, Arcadia Grant, Chandanwari, Premnagar, Dehradun, Uttarakhand, IN
1 Uttaranchal University, Arcadia Grant, Chandanwari, Premnagar, Dehradun, Uttarakhand, IN
Source
Asian Journal of Management, Vol 8, No 4 (2017), Pagination: 1387-1392Abstract
In the modern marketing, promotion is the most familiar strategy used by the various business organizations to fascinate the customer. Promotional mix is a critical approach to enhance the sales that are why companies try to do some more attractive, influencing promotion through various media. The prime motive of the article is reviewing the promotions mix elements significance (advertising, personal selling, public relations and direct marketing, sale promotion) to brand equity dimensions. The result endorses that promotional mix component helps to enhance the brand equity. No doubt, promotion mix elements have a dynamic and significant impact on brand equity, but studies also recommended that monetary promotion might harm brand image which can be a negative effect on brand equity creation. This article discusses the significance of promotion mix element to brand equity.Keywords
Promotion Mix, Brand Equity, Significance, Advertising.References
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