Celebrity Branding in Asia

Martin Roll
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Martin Roll: Martin Roll Company

Chapter Chapter 5 in Asian Brand Strategy (Revised and Updated), 2015, pp 87-106 from Palgrave Macmillan

Abstract: Abstract For a long time, companies have used well-known public figures, movie stars and sports personalities to endorse their brands, as it is widely believed that these celebrities help to build or reposition brands by extending personality, character, and popularity to the brands they endorse. This chapter looks into this brandbuilding tool that is fast gaining currency with leading Asian corporations.

Keywords: Brand Awareness; Brand Communication; Luxury Brand; Celebrity Endorsement; Global Brand (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-35917-9_5

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DOI: 10.1057/9781137359179_5

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