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Celebrity Endorsement: Die Auswirkungen von Skandalen und Fehltritten
Paperback
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ISBN10: 3656252580
ISBN13: 9783656252580
Publisher: Grin Verlag
Published: Aug 18 2012
Pages: 74
Weight: 0.24
Height: 0.18 Width: 5.83 Depth: 8.27
Language: German
ISBN13: 9783656252580
Publisher: Grin Verlag
Published: Aug 18 2012
Pages: 74
Weight: 0.24
Height: 0.18 Width: 5.83 Depth: 8.27
Language: German
Bachelorarbeit aus dem Jahr 2012 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,0, Ludwig-Maximilians-Universität München (Institut für marktorientierte Unternehmensführung), Sprache: Deutsch, Abstract: Der Einsatz von Celebrities als Teil der Markenkommunikationsstrategie ist zur gängigen Praxis vieler Unternehmen geworden. Sie investieren signifikante Beträge, um in Zeiten zunehmender Informationskonkurrenz Gehör zu finden. Dabei erhoffen sie sich nicht nur eine grö ere Aufmerksamkeit, sondern auch ein Transfer der positiven Eigenschaften des Celebrity auf die beworbene Marke bzw. das Unternehmen. Jedoch können Unternehmen das Privatleben ihres Celebrity nicht kontrollieren und so kann es zu für das Unternehmen unerwünschten Ereignissen kommen. Moralische, ethische oder legale Probleme des Celebrity werden zur Herausforderung, um die Reputation des Produkts bzw. des Unternehmens zu wahren und Konsumenten nicht zu verlieren. Die Theorie des assoziativen Lernens und eine grö ere Gewichtung negativer Informationen implizieren dabei ein hohes Risiko. Doch welche Erwartungen Konsumenten in solchen Fällen an die Unternehmen stellen und welche Faktoren für sie dabei ausschlaggebend sind, ist unbekannt. Ebenso welche Rückkoppelungen durch die negativen Informationen entstehen können. Eine qualitative Untersuchung anhand fokussierter Interviews hat Faktoren aufgezeigt, die es für Unternehmen im Falle des Auftauchens negativer Informationen über den Celebrity Endorser zu beachten gilt. Experteninterviews mit Unternehmen haben dagegen die Praxis näher untersucht und dabei sowohl Dissonanzen, als auch Analogien aufgedeckt. Es wurde evident, dass die Reaktionsweisen der Unternehmen und somit ihr good citizenship behavior primär für Einstellung und Kaufabsicht der Konsumenten verantwortlich sind. Der Level der Medienaufmerksamkeit bezüglich des negativen Ereignisses zeigte sich dabei als moderierenden Faktor. Ebenso wurden die Erwartungen der Konsumente
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