Exploring the influence of brand ambassadors on brand resonance

Abstract

Brand Ambassadors have the power to influence the way in which consumers feel and respond to brands. Keller’s Consumer-based Brand Equity Model suggests a psychological bond that consumers share with brands, this bond, called Brand Resonance (Keller, 2001) is the basis on the research. The research aimed to answer whether Brand Ambassadors influence this bond between consumer and brand. The Interpretivist paradigm, following the Axiological tradition was used, following a qualitative research approach. The data collected through in-depth interviews and analysed using Thematic content analysis was collected from six participants. The researcher found that participants did respond positively to the use of George Clooney as a brand ambassador, although, most of the group agreed that the brand could include new brand ambassadors who can rejuvenate the brand in the eyes of the current and new consumers. The researcher drew up several recommendations based on the participant feedback and presented them to the reader after the topic was concluded.