Consumer acceptance of brand ambassador replacement

Famous faces in advertising are increasingly promoting a wide variety of products. Thomas Gottschalk enjoys his Goldbären George Clooney drinks his Nespresso with relish and Heidi Klum presents her weatherproof hair thanks to Taft hairspray. The trend of advertising products with well-known personalities is increasingly shaping marketing in Germany. The reason for this is the media overload consumers are exposed to and the associated difficulty in reaching them. Successful communication is an essential foundation for brand and corporate success. The focus is not only on short-term brand preference or increasing market share but rather on differentiation stabilising market share and strengthening the brand in terms of content. People's perceptions are increasingly proving to be a key factor in the effectiveness of communication. But what happens when the brand ambassador is replaced? Based on theoretical principles and a survey this book examines the fundamental factors that determine the use of a testimonial and how these can affect a replacement.