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With the increasing competition in the industry brand, major jewelry brands in addition to increased advertising investment, strengthen channel construction and brand marketing activities, the more eyes on the celebrity endorsements. especially in recent years, many popular stars, big S, Kelly Chen, Lin Chi-ling, Huang Lei and all popular jewelry brand favored. Well, the film stars joining jewelry brand will produce the kind of effect? first jewelry brand select a star as a spokesperson, is the Chinese star influence and visibility in the community, hoping to enhance their brand image through celebrity endorsements, add more weights for the brand code. The big stars as spokesmen jewelry brand through effective promotion and publicity, in the short term to quickly upgrade the status of the brand in the franchisees and the minds of consumers, to attract audience attention. second celebrity endorsements enhance brand credibility. Star high endorsement fees has become a consensus in consumer seems celebrity endorsements is a symbol of the brand strength, the strength of enterprises to provide consumers with a more secure product quality and after-sales service. Face of two similar jewelery brand, consumers prefer brand of celebrity endorsements. third, directly contributing to the enhancement of the terminal sales. The film stars tend to have a lot of appeal and influence, the powerful fan group behind them can not be underestimated. Purchase demand, the fans generally choose their favorite brand of celebrity endorsements, and continue to recommend to friends and family around, thus expanding the brand's visibility. Plus on the star itself brings credibility and corporate publicity, enhance product sales will inevitably bring. However, many choose celebrity endorsements jewelry brand, either because the star effect achieved double benefits to enhance the brand and increase sales; but some have little effect, and even had a reaction, then, how Select star? the one hand, the star image and brand positioning matches. High the star endorsement jewelry not only worth the stars represent the public image should match companies want to convey to consumers the brand culture and positioning. Or highlight the beautiful fashion elegant expression, or to convey a positive and healthy cultural ideas. An image in the public the impression that in general, not representative works in the low-end of the star naturally can not bring good publicity for the enterprise.
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