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- Title
ENDOSSEMENT, PSEUDO ENDOSSEMENT ET CO-ENDOSSEMENT D'UNE MARQUE PATRONYMIQUE.
- Authors
Viot, Catherine
- Abstract
Generally, endorsement means asking a well-known person, often a celebrity, to explicitly appropriate a brand's promotional discourse. Some patronymic brands, however, adopt a different strategy, calling on experts, consumer-witnesses and even, in certain cases, the heads of the companies which market those brands. How valid is that approach and what are its specific consequences? Patronymic brands, which focus on company heads' endorsement, use original strategies, and benefit from three major advantages: the attractive aura of success, expert credibility, and product congruency.
- Subjects
ADVERTISING endorsements; BRAND name products; MARKETING strategy; SALES promotion; CONSUMERS; CASE method (Teaching)
- Publication
Décisions Marketing, 2012, Issue 66, p21
- ISSN
0779-7389
- Publication type
Article
- DOI
10.7193/dm.066.21.33