CELEBRITY BRANDS: MONO-BRANDING AND CELEBRITY
ENTERPRENEURSHIP
CELEBRITY BRANDS: MONO-BRANDING AND CELEBRITY
ENTERPRENEURSHIP
Author(s): Peter Mikuláš, Oľga ChalányováSubject(s): Media studies, Social development, Marketing / Advertising, Globalization, Socio-Economic Research
Published by: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
Keywords: celebrity branding; celebrity endorsement; mono-branding;
Summary/Abstract: Celebrity endorsement can be used in various branding and marketing communication strategies. Besides standard engaging of celebrities as brand representatives of ambassadors, there are also possibilities leading to more direct connection between the celebrity and promoted subject. More concretely, we mean the creation and marketing of brands with the same name as celebrities´, which is called mono-branding. The literature started to research this phenomenon only recently, althoughit´s use is quite frequent and some celebrity mono-brands are extremely popular. In this study, we point to the placement of mono-branding to the context of general celebrity endorsement concept,explain circumstances of it´s application and most of all, open wider perspective for this form of celebrity presence in contemporary culture.
Journal: Marketing Identity
- Issue Year: 4/2016
- Issue No: 1/2
- Page Range: 454-462
- Page Count: 9
- Language: English