Holistic Model of Celebrity Endorsement in Political Marketing
Holistic Model of Celebrity Endorsement in Political Marketing
Author(s): Peter MikulášSubject(s): Politics / Political Sciences, Political psychology, Politics and communication, Politics and society, Comparative politics, Marketing / Advertising
Published by: Wydawnictwo Uniwersytetu Śląskiego
Keywords: celebrity; political marketing; celebrity endorsement; models of celebrity endorsement
Summary/Abstract: The aim of the paper is to provide useful tools for integral look at the celebrity endorsement process in political marketing that results in a holistic concept. The need for its creation was initiated by several authors, highlighting the inadequacy of partial approaches and thus limited possibilities for application of the existing models. Today, the main shortcomings of existing concepts of the theory and research in the field of celebrity endorsement lie in its fragmentation and inconsistency. The proposed model, based on theoretical research, has the ambition to open a wider debate on the issue and to provide practical tools for better understanding of the phenomenon.
Journal: Political Preferences
- Issue Year: 2016
- Issue No: 13
- Page Range: 87-95
- Page Count: 9
- Language: English