CELEBRITY AND BRAND ENDORSEMENT OF NON-PROFIT
ORGANIZATIONS
CELEBRITY AND BRAND ENDORSEMENT OF NON-PROFIT
ORGANIZATIONS
Author(s): Magdaléna Kačániová, Zuzana BačíkováSubject(s): Media studies, Social psychology and group interaction, Cognitive Psychology, Social Theory, Marketing / Advertising, Socio-Economic Research
Published by: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
Keywords: brand; celebrity; commercial advertising; non-profit sector; social advertising;
Summary/Abstract: Celebrity endorsement is today a frequently used approach across marketing channels. Paper covers the topic of celebrity marketing, celebrities as brands and perception of celebrity that can be influenced by a variety of factors with the emphasis on promotion of non-profit organizations. Presented research compares perception of celebrity concept in relation to concepts of self, commercial advertising and social advertising within a perception map consisting of bipolar attributes from semantic differential regarding the subgroup of adolescent respondents.
Journal: Marketing Identity
- Issue Year: 4/2016
- Issue No: 1/2
- Page Range: 423-434
- Page Count: 12
- Language: English