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- June 2012
- Article
The Economic Value of Celebrity Endorsements
By: Anita Elberse and Jeroen Verleun
What is the payoff to enlisting celebrity endorsers? Although effects on stock returns are relatively well documented, little is known about any impact on sales—arguably a metric of more direct importance to advertising practitioners. In this study of athlete...
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Keywords:
Stocks;
Value;
Advertising;
Sales;
Brands and Branding;
Decisions;
Economics;
Marketing Strategy;
Investment Return
Elberse, Anita, and Jeroen Verleun. "The Economic Value of Celebrity Endorsements." Journal of Advertising Research 52, no. 2 (June 2012): 149–165.
- 16 Dec 2009
- News
Risks and rewards of celebrity endorsements
- December 16, 2009
- Guest Column
Risks and Rewards of Celebrity Endorsements
By: Anita Elberse
Elberse, Anita. "Risks and Rewards of Celebrity Endorsements." CNN.com (December 16, 2009).
- 21 May 2012
- News
How To Get A Celebrity Endorsement From The Queen Of England
- 29 Oct 2007
- HBS Case
Marketing Maria: Managing the Athlete Endorsement
over a course of a career or in the flash of an eye—just ask Atlanta Falcons quarterback Michael Vick, who was a top endorsement target of clients such as Coca-Cola until he was disgraced earlier this year in a dogfighting scandal....
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- Web
Celebrating our Student Fathers - MBA
East and North Africa South America United States 19 Jun 2022 Celebrating our Student Fathers Admissions Staff Author MBA Admissions tag Military Partners & Families Student Life Today and every day, we View Details
- September 2016 (Revised April 2020)
- Case
Dwyane Wade
By: Anita Elberse and Jennifer Schoppe
In July 2016, while on his annual China tour to help promote the sportswear brand Li-Ning, basketball superstar Dwyane Wade and his long-time business manager, Lisa Joseph-Metelus, face a decision regarding one of his other business partnerships—that with the American...
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Keywords:
Branding;
Fashion;
Superstar;
Celebrity Endorsement;
Innovation;
Creative Industries;
Talent;
General Management;
Sports;
Entertainment;
Brands and Branding;
Marketing;
Management;
Strategy;
Personal Development and Career;
Consumer Products Industry;
Fashion Industry;
Sports Industry;
China
Elberse, Anita, and Jennifer Schoppe. "Dwyane Wade." Harvard Business School Case 517-035, September 2016. (Revised April 2020.)
- Web
Celebrating Latinx Heritage Month at HBS - MBA
East and North Africa South America United States 15 Oct 2020 Celebrating Latinx Heritage Month at HBS Latino Student Organization (LASO) Author MBA Students tag Diverse Perspectives Student Profile As we View Details
- February 2024
- Case
Adventures Inc: 21st Century Brand Building
By: Boris Groysberg and Sarah L. Abbott
Founded in 2020, Adventures worked with celebrities in Brazil to create and launch digitally native brands. The idea was to match the celebrity’s skill in creating content and entertaining fans with Adventures’ skill in consumer packaged goods marketing and operations....
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- Web
HBS Section I Celebrates Parents, Mentors, and Partners Day - MBA
East and North Africa South America United States 17 Oct 2023 HBS Section I Celebrates Parents, Mentors, and Partners Day Tricia Peralta Author MBA Students tag 1st Year (RC) Case Method Student Life If there’s one thing our LEAD...
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- Web
Celebrating Socioeconomic Diversity and Inclusion at HBS (Part 2) - MBA
East and North Africa South America United States 03 Mar 2023 Celebrating Socioeconomic Diversity and Inclusion at HBS (Part 2) tag FirstGen+ Diverse Perspectives Socioeconomic Inclusion Student Life Student Profile The week of February...
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- September 2023
- Case
The Meteoric Rise of Skims
Since its founding in 2019 by Kim Kardashian and Jens Grede, Skims, a solutions-oriented brand creating the next generation of underwear, loungewear, and shapewear with an eye toward body-type and skin-tone inclusivity, has experienced a meteoric rise. Kardashian, who...
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Keywords:
Brand;
Branding;
Direct-to-consumer;
DTC;
Influencers;
Influencer Marketing;
Fashion;
Growth;
Direct Marketing;
Influence;
Reputation;
Social Inference;
Consumer Goods;
Consumer Products;
Female Entrepreneur;
Female Protagonist;
Entrepreneurship And Strategy;
Brand & Product Management;
Competitive Advantage;
Online Followers;
Retail;
Retail Formats;
Retailing;
Online Retail;
Celebrities;
Celebrity;
Celebrity Endorsement;
Go To Market Strategy;
Apparel;
Startup Marketing;
Startups;
Brands and Branding;
Growth and Development Strategy;
Growth Management;
Distribution Channels;
Digital Marketing;
Advertising;
Power and Influence;
Fashion Industry;
Apparel and Accessories Industry;
Consumer Products Industry;
United States
Israeli, Ayelet, Jill Avery, and Leonard A. Schlesinger. "The Meteoric Rise of Skims." Harvard Business School Case 524-023, September 2023.
- Web
Celebrating Socioeconomic Diversity and Inclusion at HBS (Part 1) - MBA
East and North Africa South America United States 28 Feb 2023 Celebrating Socioeconomic Diversity and Inclusion at HBS (Part 1) tag FirstGen+ Diverse Perspectives Socioeconomic Inclusion Student Life Student Profile The week of February...
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- Web
Celebrating Asian American and Pacific Islander Heritage Month at HBS (part 2) - MBA
East and North Africa South America United States 16 May 2023 Celebrating Asian American and Pacific Islander Heritage Month at HBS (part 2) Asian Affinity Business Association (AABA) Author MBA Students tag Clubs Diverse Perspectives...
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- January 2015
- Case
The Blonde Salad
By: Anat Keinan, Kristina Maslauskaite, Sandrine Crener and Vincent Dessain
In 2014, Chiara Ferragni, a globe-trotting founder of the world's most popular fashion blog The Blonde Salad, and Riccardo Pozzoli, her co-founder and business partner, had to decide how to best monetize her blog as well as her shoe line called the "Chiara Ferragni...
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Keywords:
Social Media;
Digital Influencers;
Fashion Blogger;
Brand Authenticity;
Digital Marketing;
Brands;
Start-up;
Fashion;
Shoe;
Chiara Ferragni;
Celebrity Endorsement;
Celebrity Management;
Lifestyle Brand;
Digital Brand;
New Brand Development;
Branding;
Instagram;
Online Followers;
Fashion Blog;
Marketing Partnerships;
Brand Portfolio;
Luxury Brand;
Louis Vuitton;
Dior;
Designer Brands;
Authenticity;
Luxury;
Blogs;
Product Positioning;
Commercialization;
Consolidation;
Brands and Branding;
Entrepreneurship;
Business Model;
Fashion Industry;
Apparel and Accessories Industry;
Publishing Industry
Keinan, Anat, Kristina Maslauskaite, Sandrine Crener, and Vincent Dessain. "The Blonde Salad." Harvard Business School Case 515-074, January 2015.
- 27 Aug 2019
- News
Lipstick Tips: How Influencers Are Making Over Beauty Marketing
- 17 Jun 2015
- News
How Maria Sharapova Became the World’s Wealthiest Female Athlete
- April 2019 (Revised October 2019)
- Case
Sanjeev Kapoor: The Recipe for Success
By: Boris Groysberg and Mahima Rao-Kachroo
India's most recognized celebrity chef Sanjeev Kapoor has been an integral part of the country's food industry since 1993. As a celebrity chef, Kapoor enjoyed a 17-year run of his hit TV cooking show “Khana Khazana,” published more than 100 cookbook titles in multiple...
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Keywords:
Advertising;
Business Ventures;
Change;
Decision Making;
Entrepreneurship;
Food;
Leadership;
Management;
Markets;
Media;
Organizations;
Ownership;
Problems and Challenges;
Quality;
Relationships;
Technology;
Food and Beverage Industry;
India;
South Asia
Groysberg, Boris, and Mahima Rao-Kachroo. "Sanjeev Kapoor: The Recipe for Success." Harvard Business School Case 419-076, April 2019. (Revised October 2019.)
- January 2009 (Revised March 2010)
- Case
LeBron James
By: Anita Elberse and Jeff McCall
In 2005, to the astonishment of many sports industry insiders, superstar basketball player LeBron James fired his agent and established his own firm, LRMR, to handle all aspects of his business ventures and marketing activities and named his childhood friend Maverick...
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Keywords:
Talent and Talent Management;
Compensation and Benefits;
Brands and Branding;
Marketing Strategy;
Sports;
Sports Industry
Elberse, Anita, and Jeff McCall. "LeBron James." Harvard Business School Case 509-050, January 2009. (Revised March 2010.)
- April 2006 (Revised June 2008)
- Case
New Balance Athletic Shoe, Inc.
By: H. Kent Bowen, Robert S. Huckman and Carin-Isabel Knoop
Considers whether New Balance, one of the world's five largest manufacturers of athletic footwear, should respond to Adidas' planned acquisition of Reebok--a transaction that would join the second- and third-largest companies in the industry. Highlights the unique...
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Keywords:
Mergers and Acquisitions;
Production;
Supply Chain Management;
Performance Improvement;
Competition;
Consolidation;
Apparel and Accessories Industry
Bowen, H. Kent, Robert S. Huckman, and Carin-Isabel Knoop. "New Balance Athletic Shoe, Inc." Harvard Business School Case 606-094, April 2006. (Revised June 2008.)