Because you're worth it! Understanding returns on celebrity endorsement

Abstract

Purpose

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting‐edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

Anyone who visited Japan in the 1980s or 1990s will tell you the shock they felt when they saw the peculiar site of a huge US or European star putting their name to something as mundane as cheap cigarettes or a brand of soda. In the pre‐internet era, it was all too easy for the likes of Harrison Ford to earn serious money by lending their name and image to a brand and product unknown outside of Eastern Asia without it affecting their popularity in home markets.

Practical implications

The paper provides strategic insights and practical thinking that have influenced some of the world's leading organizations.

Originality/value

The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy‐to‐digest format.

Citation

(2013), "Because you're worth it! Understanding returns on celebrity endorsement", Strategic Direction, Vol. 29 No. 3, pp. 5-7. https://doi.org/10.1108/02580541311304562