Celebrity Branding in Asia

Martin Roll ()

Chapter Chapter 5 in Asian Brand Strategy, 2006, pp 74-95 from Palgrave Macmillan

Abstract: Abstract Michael Jordan vouching for Nike’s shoes, Michael Schumacher endorsing Ferrari and Tiger Woods endorsing Accenture have been some of the more popular brand-celebrity collaborations in the Western world. Lately, we have seen the emergence of brand-celebrity collaborations within Asia with the Chinese basketball star Yao Ming endorsing a range of products from consumer electronics and clothing to fast-food chains in China, Bollywood superstar Shah Rukh Khan endorsing an ever-increasing portfolio of brands in India, and Jackie Chan speaking for many brands.

Keywords: Brand Awareness; Brand Communication; Luxury Brand; Celebrity Endorsement; Movie Star (search for similar items in EconPapers)
Date: 2006
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DOI: 10.1057/9780230513068_5

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