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Erschienen in:
2015 | OriginalPaper | Buchkapitel
Celebrity Branding in Asia
verfasst von : Martin Roll
Erschienen in: Asian Brand Strategy (Revised and Updated)
Verlag: Palgrave Macmillan UK
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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.