From Rolex to Casio: Analyzing the Impact of Celebrity Mentions on Brand Perception

DOI

10.2991/978-94-6463-596-6_52How to use a DOI?

Keywords

Celebrity endorsement; Consumer perception; Brand attitude; Social media impact

Abstract

Many brands around the world use celebrity endorsement as part of their marketing strategy to take advantage of a celebrity’s fame to promote a product. Usually, this strategy is linked to positive results. However, there are times when a celebrity may be involved in a scandal, producing negative associations for both the celebrity and the brand. Although there is several research on celebrity endorsement, it remains to be fully explored how it impacts consumers within specific contexts. At the beginning of 2023, Shakira made analog comparisons between Rolex and Casio, and Ferrari and Twingo in her song BZRP Music Session #53, without an agreement with these brands, generating millions of views on Spotify in less than a day and a stir on social networks. This work analyzes how the analog mention of the Casio brand in Shakira’s song affects the perception and attitudes of Peruvian consumers, through semi-structured interviews, differentiated by their previous relationship with the Casio brand. The difference in impact between the two groups studied has been distinguished: the attitudes of Group 1, with little or no relationship with the brand, were negatively affected, while the attitudes of Group 2, with a previous relationship, were not affected.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Jhamely Jimenez
AU  - Francisco Arbaiza
PY  - 2024
DA  - 2024/12/17
TI  - From Rolex to Casio: Analyzing the Impact of Celebrity Mentions on Brand Perception
BT  - Proceedings of the International Conference on Communication and Applied Technologies 2024 (ICOMTA 2024)
PB  - Atlantis Press
SP  - 597
EP  - 607
SN  - 2667-128X
UR  - https://doi.org/10.2991/978-94-6463-596-6_52
DO  - 10.2991/978-94-6463-596-6_52
ID  - Jimenez2024
ER  -