Sponsorship/Celebrity Endorsment(英文版)(ppt 19頁)

Sponsorship/Celebrity Endorsment(英文版)內容提要：
Housekeeping
New Developments
Reprise of Session VIII
Advertising
Today’s Topic
Leveraging Secondary Associations to Build the Brand
Sponsorship/Celebrity Endorsement
……
Sponsorship Status
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Sincerity and Local Sponsorship (Community based e.g Tesco’s computers for Schools).
High Status and Perceived Quality of Sponsoring Brand(s)
Global Events and Quality
……
Fit arising from‘source credibility’:-
Expertise: The extent to which the communicator is perceived to be a source of valid assertions about the object/message.
Trustworthiness: The degree of confidence in the communicator’s intent to tell what is true
Attractiveness: The physical and or emotional attractiveness of the source

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