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Beyond Endorsements: How Celebrity Creative Directors Influence Consumers’ Attitudes Toward The Advertisement, Kendra Fowler, Veronica L. Thomas
Beyond Endorsements: How Celebrity Creative Directors Influence Consumers’ Attitudes Toward The Advertisement, Kendra Fowler, Veronica L. Thomas
Association of Marketing Theory and Practice Proceedings 2018
Many marketers are beginning to expand the roles that celebrities play in support of brands. Connections now go beyond the typical endorsement relationship to include employing celebrities as Creative Directors. It is imperative to understand the implications of these new relationships, as they may have different outcomes for the brand. Relying on research from the brand alliance literature, theories on the associative network model of memory, and cultural transfer of meaning, we suggest that hiring celebrities to act in the capacity of Creative Directors may have additional positive ramifications for the brand that go beyond simply utilizing celebrities as brand …
Spies!, Sam Fullerton, Roger Brooksbank
Spies!, Sam Fullerton, Roger Brooksbank
Association of Marketing Theory and Practice Proceedings 2018
This article comprises two distinct components. First is the delineation of a typology that encompasses the various approaches by which marketers can track the behavior of an individual in the marketplace. A total of 17 broad approaches were identified. Associated with each technique is the issue of whether personal information is being extracted via the tracking process, whether consumers’ involvement is voluntary, and – if voluntary – what action was required on the part of the consumer. The 17 approaches are far from reflecting a homogeneous approach to the data gathering process. The second part of the study focused on …
A Preliminary Model Reflecting The Potential Contributions Shared By The Four Parties Within The Realm Of Sports Sponsorship, Carol L. Bruneau, Sam Fullerton
A Preliminary Model Reflecting The Potential Contributions Shared By The Four Parties Within The Realm Of Sports Sponsorship, Carol L. Bruneau, Sam Fullerton
Association of Marketing Theory and Practice Proceedings 2018
Sports sponsorships have become an increasingly large investment for many organizations. IEG (citation) has forecast that in 2017, total global sponsorship spending will be approximately $62.8 billion, up 4.2% from 2016 expenditures. Close to 70%, or almost $44 billion, of total sponsorship spending will be directed towards the sponsoring of sports events, leagues, teams and individual sports personalities. And the bulk of these investments will be implemented by marketers such as McDonald’s and Coca-Cola in efforts to create a sports overlay so as to increase demand for nonsports products. Who benefits from this outpouring of money by companies? Of course, …