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Presenting global brands with celebrity endorsement through impression management: a case study of 12 brand archetypes
Name: Xiaolin, Hu
LCSH:
Internet marketing
LCSH:
Social media
LCSH:
Branding (Marketing)
Abstract:
This research aims to investigate the relation between 12 brand archetypal presentations and celebrity endorsement. As for bridging elements, they are impression management and storytelling techniques from celebrities. This research applies textual analysis to identify the results qualitatively. Moreover, the selected samples are 12 personal care brands endorsing advertisements within the period of 2018 - 2023 and corresponding globally famous or industry - excellent celebrities with more than 1 million fans on social media platforms. Accordingly, results identified that celebrities manage their public impression by enhancing expertise, trustworthiness, and attractiveness. Specifically, the integration between endorsement and lifestyle, archetypal performances and psychologically dimensional performances of celebrities devote to positive image establishment, which simultaneously reflect the archetypal positioning of brands. Lastly, referring to storytelling techniques, apart from traditional narrative structures, first - person narration, third - person narration and absent narrator narration, modern advertising narrative structures also provide effective guidance in analyzing storytelling effects. They are the 4P model with the promise - picture - proof - push procedure and Before - After - Bridge (BAB) model. Moreover, by utilizing narrative structures to simplify key messages in advertising, it could arouse resonance in the interactions between celebrities and audiences. Additionally, themes related to storytelling, such as spoken and written words, authentic realism, sensory appeal , and inclusive diversity , play essential roles in reflecting 12 brand archetypes.
Bangkok University. Library and Learning Space
Address:
BANGKOK
Email:
library@bu.ac.th
Name: Ratanasuda Punnahitanond
Role:
Advisor of thesis
Role:
Advisor of thesis
Created:
2024
Modified:
2024-08-14
Issued:
2024-08-14
วิทยานิพนธ์/Thesis
application/pdf
eng
DegreeName: Master of Communication Arts
Level: Master's Degree
Descipline: Global Communication
Grantor: Bangkok University
©copyrights Bangkok University
RightsAccess:
ใช้เวลา
0.023428 วินาที
Xiaolin, Hu
| Title | Contributor | Type |
|---|---|---|
| Presenting global brands with celebrity endorsement through impression management: a case study of 12 brand archetypes
มหาวิทยาลัยกรุงเทพ Xiaolin, Hu | Ratanasuda Punnahitanond Suwannamas Lekngam Wongwilatnurak | วิทยานิพนธ์/Thesis |
Ratanasuda Punnahitanond
Suwannamas Lekngam Wongwilatnurak
| Title | Creator | Type and Date Create |
|---|---|---|
| Presenting global brands with celebrity endorsement through impression management: a case study of 12 brand archetypes
มหาวิทยาลัยกรุงเทพ Ratanasuda Punnahitanond;Suwannamas Lekngam Wongwilatnurak | Xiaolin, Hu | วิทยานิพนธ์/Thesis |