CELEBRITY AND BRAND ENDORSEMENT OF NON-PROFIT ORGANIZATIONS
Journal Title: Marketing Identity - Year 2016, Vol 4, Issue 1
Abstract
Celebrity endorsement is today a frequently used approach across marketing channels. Paper covers the topic of celebrity marketing, celebrities as brands and perception of celebrity that can be influenced by a variety of factors with the emphasis on promotion of non-profit organizations. Presented research compares perception of celebrity concept in relation to concepts of self, commercial advertising and social advertising within a perception map consisting of bipolar attributes from semantic differential regarding the subgroup of adolescent respondents.
Authors and Affiliations
Magdaléna Kačániová, Zuzana Bačíková
Keywords
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