Entrepreneur Endorser

10 Pages Posted: 28 Jul 2005

Date Written: March 10, 2005

Abstract

The paper would focus on how various celebrities from various fields have posed as entrepreneurs for themselves. How they have formed themselves as an organization and are marketing themselves as products or brands. The issues would include how they have used celebrity image consultants for themselves similar to corporate image building consultancy by various organizations.

The main theme of the paper would be to analyze the success formula for such entrepreneur endorsers. It would also discuss the various strategies followed by celebrities and the extent of success they have achieved. Another aspect of the endorsing, which would be dealt with, is that how some entrepreneurs of successful firms have posed them as celebrities and have not resorted to any film stars or sportsperson and yet had success.

The paper would conclude by discussing the strategy, which could work for celebrity entrepreneurs and the various pitfalls that they should look out for. In this respect the concept of Self Branding would be emphasized.

Keywords: celebrity endorsement, entrepreneur, advertising, strategies

JEL Classification: M31

Suggested Citation

Chopra, Komal, Entrepreneur Endorser (March 10, 2005). Available at SSRN: https://ssrn.com/abstract=761465 or http://dx.doi.org/10.2139/ssrn.761465

Komal Chopra (Contact Author)

Amity Business School ( email )

Sec-125, E-1 Block, ASET
Noida - 201303 (U.P.), 201303
India

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