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From Brand Ambassador to Cannibal? How to Protect Brand Equity and Identity When Brand Ambassadors Depart

Lesniak, Frida LU and Berzell, Greta LU (2024) In LBMG Strategic Brand Management - Masters Paper Series BUSN21 20242
Department of Business Administration
Abstract
Purpose: This study aims to explore the impact of long-term brand ambassadors on brand equity and emotional connections with consumers. Additionally, the study will focus on the challenges brands face when a long-term ambassador departs and how to handle them.

Methodology: This paper takes a qualitative approach, using secondary data and case studies to explore how brands manage the exit of long-term brand ambassadors. By analyzing both literature and three different cases, Nespresso and George Clooney, Nike and Michael Jordan, and Head & Shoulders and Henrik Lundqvist, the study examines both practical and theoretical perspectives.

Findings: This study shows how brands risk experiencing significant consumer resistance and loss of... (More)
Purpose: This study aims to explore the impact of long-term brand ambassadors on brand equity and emotional connections with consumers. Additionally, the study will focus on the challenges brands face when a long-term ambassador departs and how to handle them.

Methodology: This paper takes a qualitative approach, using secondary data and case studies to explore how brands manage the exit of long-term brand ambassadors. By analyzing both literature and three different cases, Nespresso and George Clooney, Nike and Michael Jordan, and Head & Shoulders and Henrik Lundqvist, the study examines both practical and theoretical perspectives.

Findings: This study shows how brands risk experiencing significant consumer resistance and loss of brand equity due to the departure of a long-term brand ambassador. Additionally, the study shows how emotional attachment between consumers and the brand ambassador, as well as strong visual association between the consumers and brand ambassador are important dimensions to consider when handling long-term brand ambassador departure.
Originality/Value: This research contributes to the existing literature on brand management by providing insights about the double-edged sword that is brand ambassadors in strengthening emotional connections and brand recognition. It also offers practical strategies for brands to mitigate the risks associated with losing a brand ambassador. (Less)
Please use this url to cite or link to this publication:
author
Lesniak, Frida LU and Berzell, Greta LU
supervisor
organization
course
BUSN21 20242
year
type
L3 - Miscellaneous, Projetcs etc.
subject
keywords
Brand ambassadors, brand equity, peripheral elements, brand kernel, change management, consumer loyalty, consumer perception.
publication/series
LBMG Strategic Brand Management - Masters Paper Series
language
English
id
9177590
date added to LUP
2024-11-08 10:28:16
date last changed
2024-11-08 10:28:16
@misc{9177590,
  abstract     = {{Purpose: This study aims to explore the impact of long-term brand ambassadors on brand equity and emotional connections with consumers. Additionally, the study will focus on the challenges brands face when a long-term ambassador departs and how to handle them.

Methodology: This paper takes a qualitative approach, using secondary data and case studies to explore how brands manage the exit of long-term brand ambassadors. By analyzing both literature and three different cases, Nespresso and George Clooney, Nike and Michael Jordan, and Head & Shoulders and Henrik Lundqvist, the study examines both practical and theoretical perspectives.

Findings: This study shows how brands risk experiencing significant consumer resistance and loss of brand equity due to the departure of a long-term brand ambassador. Additionally, the study shows how emotional attachment between consumers and the brand ambassador, as well as strong visual association between the consumers and brand ambassador are important dimensions to consider when handling long-term brand ambassador departure.
Originality/Value: This research contributes to the existing literature on brand management by providing insights about the double-edged sword that is brand ambassadors in strengthening emotional connections and brand recognition. It also offers practical strategies for brands to mitigate the risks associated with losing a brand ambassador.}},
  author       = {{Lesniak, Frida and Berzell, Greta}},
  language     = {{eng}},
  note         = {{Student Paper}},
  series       = {{LBMG Strategic Brand Management - Masters Paper Series}},
  title        = {{From Brand Ambassador to Cannibal? How to Protect Brand Equity and Identity When Brand Ambassadors Depart}},
  year         = {{2024}},
}