Periodical
What Makes a Successful Celebrity Brand?
| Title: | What Makes a Successful Celebrity Brand? |
|---|---|
| Authors: | Israeli, Ayelet1, Avery, Jill2, Schlesinger, Leonard A.3, Higgins, Matt4 |
| Source: | Harvard Business Review. May/Jun2024, Vol. 102 Issue 3, p50-55. 6p. 2 Color Photographs. |
| Abstract: | Celebrities have shifted from endorsing established brands to being influencers for established brands to drawing on their influence to create brands themselves. The authors examine what it takes to make celebrity brands work. [ABSTRACT FROM AUTHOR] |
| Subject Terms: | *Brand name products, *Influencer marketing, Celebrities |
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| ISSN: | 00178012 |
| Database: | Business Source Complete |
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