Buy custom Celebrity endorsements of high involvement brands evoke cognitive evaluations that can erode brand equity and affect celebrity credibility
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| Topic: |
Business
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| Number of pages / Number of words: |
12 / 3289 |
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Building such a relationship is a challenge faced by most modern day marketers.
Over the years, marketers have explored various avenues to build a lasting relationship with its customers. One of the most successful ideas to come across has been to "build a brand". A brand, as Philip Kotler and Gary Armstrong, leading authorities on marketing, define is, "A name, term, sign, symbol, or design, or a combination of these intended to identify the goods or services of one seller or group of sellers and to differentiate them from the competitors"...
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A brand, as Philip Kotler and Gary Armstrong, leading authorities on marketing, define is, "A name, term, sign, symbol, or design, or a combination of these intended to identify the goods or services of one seller or group of sellers and to differentiate them from the competitors".
A former board member of Coco Cola once famously talked about the value of a brand...
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General points of the essay
Celebrity endorsements of high involvement brands evoke cognitive evaluations that can erode brand equity and affect celebrity credibility
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