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World Conference on Information Systems and Technologies

WorldCIST'18 2018: Trends and Advances in Information Systems and Technologies pp 312–321Cite as

Software-Based Brand Ambassador Selection — A Celebrity-Branding Assessment Framework in Action

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Part of the book series: Advances in Intelligent Systems and Computing ((AISC,volume 745))

Abstract

Premium consumer product manufacturers are frequently cooperating with celebrities as brand ambassadors today for generating PR leverage, enhancing an emotional brand appeal and creating unique customer experiences. In this context, the selection of the right celebrity brand ambassador is crucial. The related decision-making process involves the strategic evaluation of celebrities and the subsequent selection of brand ambassadors, which are human-centric, knowledge-intensive tasks. Therefore, these are frequently performed in a rather informal way. While celebrity endorsement has been extensively studied in the literature, a more formal, process-oriented approach for brand ambassador selection as basis for an appropriate decision support system is still lacking. Therefore, in this paper a celebrity branding assessment framework is proposed. On the basis of the framework, a celebrity evaluation software tool is developed and evaluated. The evaluation verifies the feasibility of the proposed approach. However, the implementation of brand-specific adaptations reveals to be essential.

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Notes

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Author information

Authors and Affiliations

  1. Neu-Ulm University of Applied Sciences, Wileystraße 1, 89231, Neu-Ulm, Germany

    Selina Görgner & Philipp Brune

Authors
  1. Selina Görgner
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  2. Philipp Brune
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Corresponding author

Correspondence to Philipp Brune .

Editor information

Editors and Affiliations

  1. Departamento de Engenharia Informática, Universidade de Coimbra, Coimbra, Portugal

    Álvaro Rocha

  2. College of Engineering, The Ohio State University, Columbus, OH, USA

    Hojjat Adeli

  3. DSI/EEUM, Universidade do Minho, Guimarães, Portugal

    Luís Paulo Reis

  4. DIMES, Università della Calabria, Arcavacata di Rende, Italy

    Sandra Costanzo

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Görgner, S., Brune, P. (2018). Software-Based Brand Ambassador Selection — A Celebrity-Branding Assessment Framework in Action. In: Rocha, Á., Adeli, H., Reis, L.P., Costanzo, S. (eds) Trends and Advances in Information Systems and Technologies. WorldCIST'18 2018. Advances in Intelligent Systems and Computing, vol 745. Springer, Cham. https://doi.org/10.1007/978-3-319-77703-0_32

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  • DOI: https://doi.org/10.1007/978-3-319-77703-0_32

  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-319-77702-3

  • Online ISBN: 978-3-319-77703-0

  • eBook Packages: EngineeringEngineering (R0)

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