Creating new insights into important questions of celebrity marketing is fundamental to our work. To this end, we regularly carry out empirical studies. A selection of these studies is available on this page for download. We hope you will enjoy reading them.

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Archetypal Brand Ambassadors: Analysis of Current Advertising Campaigns Featuring Prominent Soccer Players

How are prominent soccer players who are currently working as brand ambassadors positioned archetypally? How does archetypal positioning work with brands? And which brands can potentially strengthen or change their archetypal positioning with their choice of brand ambassadors?

cpi CELEBRITY PERFORMANCE has developed an innovative, empirically based tool to analyze the current archetypal positioning of both brand ambassadors and brands and their archetypal potential. In our current study, we have used this method to investigate current partnerships between soccer players and brands.

Whether it’s Dante dancing at Media-Markt, Cristiano Ronaldo training with Samsung Electronics or Thomas Mueller shaving with Gillette, in this study we are analyzing which brands and soccer players have particularly distinct personality profiles. In other words, what archetypes do they embody and which advertising partnerships consequently appear promising?

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Advertising with Celebrity Endorsements

What added value is generated by using celebrities to endorse brands and products? How does the celebrity influence marketing KPIs such as purchase intention and perceived quality? Which commercials actually benefit from having famous spokespersons?

The present study once again tested the use of celebrity endorsements in advertising: cpi CELEBRITY PERFORMANCE analyzed the effectiveness of 16 commercials and also showed that determining just three indicators could provide the basis for a successful celebrity marketing campaign.

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Testimonial Campaigns: Testing the Impact of 16 Current TV Campaigns with Testimonials

Using testimonials in marketing continues to enjoy massive popularity with no sign of stopping! But what is the actual impact of current campaigns using such endorsements? What value do testimonials add to brand affinity, intent to purchase, and brand image? What brands actually benefit from having famous testimonials?

We answer these and other questions in the present study, which analyzes the effectiveness of 16 current TV commercials with celebrities. We also show you how ascertaining just three key indicators can create the basis for successful use of testimonials in marketing your brand.

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Celebrity Marketing in Germany: Potential for Success of Using Celebrities in Advertising

What are companies’ goals when they use celebrity endorsements in their marketing? Do investments in celebrity testimonials, sometimes costing tens of millions, create enough profit for the brands advertised to justify the expense?

In this study, consumers and company representatives were interviewed about the potential advertising success of celebrities. In addition, data about corporate goals in using celebrity endorsements and the general attitude in Germany towards celebrity marketing was also collected.

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