“WHAT IF A CELEBRITY AND A BRAND CO-CREATE A NEW COLLECTION?”: THE NEW FRONTIER OF COBRANDED ENDORSEMENT
(주)코리아스칼라
- 최초 등록일
- 2023.04.05
- 최종 저작일
- 2017.07
- 7페이지/ 어도비 PDF
- 가격 4,000원
* 본 문서는 배포용으로 복사 및 편집이 불가합니다.
서지정보
ㆍ발행기관 : 글로벌지식마케팅경영학회(GFMC)
ㆍ수록지정보 : GFMC Session1
ㆍ저자명 : Monica Mendini, Mihchael Gibbert
영어 초록
“Cobranded endorsement”, i.e. the interactive partnership between a brand and a celebrity, seems to be the last frontier for endorsing a brand and increasing brand popularity. Indeed, the collaborations between a celebrity and a brand are increasing in number and growing in importance. Many new products or capsule collections are created and launched after these partnerships. The paper wants to investigate whether this cobranded endorsement has positive effects on brand equity. Findings from an experimental study carried out in the fashion segment reveal that cobranded endorsements foster a better attitude towards the brand and a higher purchase intention.
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