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The influence of brand ambassador on brand image in Social Media - Frederico Morais and Billabong Brand
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Resumo(s)
Social media has provided new tools for marketers to improve the efficiency of branding and communication strategies. In social media, firms create and recreate their brand image alongside a wide range of other stakeholders. Brand ambassadors, endorsers, and new influencers wield significant power over consumers’ perceptions of brands' image. This influence occurs through posts, comments, and reviews. In some cases, the connection between the ambassador and the brand has some spillovers from ambassador personality traits, leading to question the true impact of brand ambassadors on branding. Thus, this research aims to understand how an athlete can create a personal brand and how that athlete impacts other brands playing the role of brand ambassador. In this case, the athlete chosen is Frederico Morais, a Portuguese surfer who got a spot for the Olympic Games in Surfing, and Billabong - a brand of clothing and equipment related to surfing that he represents.
To pursue these purposes, Frederico's traits communicated online will be assessed, as well as the alignment between his image and Billabong brand image and values. This procedure allowed a deeper understanding of his brand characteristics projected online. It explored how social media potentiates celebrities, considered influencers of particular brands, and affects the brand image. Data were gathered through questionnaires and interviews and analyzed compared to the grounded theories related to this theme.
With this study, it is possible to conclude that the brand sponsors and the athlete Frederico Morais have coincident personality traits, and that the athlete’s personality does have an impact on the image of the sponsoring brand. The study’s findings demonstrate that they can be accounted for in future scientific studies, for brands that relate to Billabong and seek to obtain positive results from athletes in the form of endorsers.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing Intelligence
Palavras-chave
Personal Brand Athlete Brand Personality Social Media Endorser