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Publications

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  • All HBS Web  (41)
    • News  (14)
    • Research  (27)
  • Faculty Publications  (13)

Show Results For

  • All HBS Web  (41)
    • News  (14)
    • Research  (27)
  • Faculty Publications  (13)
Page 1 of 41 Results →
  • 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... View Details
Keywords: Stocks; Value; Advertising; Sales; Brands and Branding; Decisions; Economics; Marketing Strategy; Investment Return
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Elberse, Anita, and Jeroen Verleun. "The Economic Value of Celebrity Endorsements." Journal of Advertising Research 52, no. 2 (June 2012): 149–165.
  • May–June 2024
  • Article

What Makes a Successful Celebrity Brand?

By: Ayelet Israeli, Jill Avery, Leonard A. Schlesinger and Matt Higgins
Celebrities have shifted from endorsing established brands to being influencers for established brands to drawing on their influence to create brands themselves. The authors examine what it takes to make celebrity brands work. View Details
Keywords: Celebrities; Celebrity Endorsement; Celebrity Management; Celebrity; Direct To Consumer Marketing; DTC; Influencer Marketing; Influencers; Influencer Advertising; Influencer; Brands and Branding; Product Marketing; Power and Influence; Advertising; Social Media; Consumer Products Industry; United States
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Israeli, Ayelet, Jill Avery, Leonard A. Schlesinger, and Matt Higgins. "What Makes a Successful Celebrity Brand?" Harvard Business Review 102, no. 3 (May–June 2024): 50–55.
  • 16 Dec 2009
  • News

Risks and rewards of celebrity endorsements

  • December 16, 2009
  • Guest Column

Risks and Rewards of Celebrity Endorsements

By: Anita Elberse
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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

    What Makes a Successful Celebrity Brand?

    Celebrity endorsements of existing brands have been a part of marketing strategy for decades. But in a world where celebrities have built enormous social media followings and have become effective influencers, many stars are making a pivot: Instead of endorsing or... View Details

    • 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.... View Details
    Keywords: by Sarah Jane Gilbert; Sports
    • 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.... View Details
    Keywords: Digital Brand; Influencer Marketing; Growth And Scaling; Capital Constraints; Brand Portfolio Strategy; CPG; Start-up; Celebrity Endorsement; Digital Marketing; Growth and Development Strategy; Entrepreneurship; Advertising; Social Media; Business Startups; Joint Ventures; Brands and Branding; Brazil
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    Groysberg, Boris, and Sarah L. Abbott. "Adventures Inc: 21st Century Brand Building." Harvard Business School Case 424-065, February 2024.
    • 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... View Details
    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
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    Elberse, Anita, and Jennifer Schoppe. "Dwyane Wade." Harvard Business School Case 517-035, September 2016. (Revised April 2020.)
    • September 2023
    • Case

    The Meteoric Rise of Skims

    By: Ayelet Israeli, Jill Avery and Leonard A. Schlesinger
    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... View Details
    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; Social Influencers; Brands and Branding; Growth and Development Strategy; Growth Management; Distribution Channels; Digital Marketing; Advertising; Power and Influence; Social Media; Fashion Industry; Apparel and Accessories Industry; Consumer Products Industry; United States
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    Israeli, Ayelet, Jill Avery, and Leonard A. Schlesinger. "The Meteoric Rise of Skims." Harvard Business School Case 524-023, September 2023.
    • May 2024
    • Teaching Note

    The Meteoric Rise of Skims

    By: Ayelet Israeli, Jill Avery and Leonard A. Schlesinger
    Teaching Note for HBS Case No. 524-023, "The Meteoric Rise of Skims." View Details
    Keywords: Brand; Branding; Direct-to-consumer; DTC; Influencers; Influencer Marketing; Fashion; Growth; Direct Marketing; Influence; Reputation; Social Influence; 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; Social Media; Fashion Industry; Apparel and Accessories Industry; Consumer Products Industry; United States
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    Israeli, Ayelet, Jill Avery, and Leonard A. Schlesinger. "The Meteoric Rise of Skims." Harvard Business School Teaching Note 524-067, May 2024.
    • 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... View Details
    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
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    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... View Details
    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
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    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... View Details
    Keywords: Talent and Talent Management; Compensation and Benefits; Brands and Branding; Marketing Strategy; Sports; Sports Industry
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    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... View Details
    Keywords: Mergers and Acquisitions; Production; Supply Chain Management; Performance Improvement; Competition; Consolidation; Apparel and Accessories Industry
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    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.)
    • November 2012
    • Case

    New Balance Athletic Shoe, Inc. (Abridged)

    By: H. Kent Bowen, Robert S. Huckman, Carin-Isabel Knoop and Matthew Preble
    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... View Details
    Keywords: Production; Competitive Strategy; Supply Chain; Brands and Branding; Apparel and Accessories Industry; Sports Industry; Retail Industry; Asia; United States
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    Bowen, H. Kent, Robert S. Huckman, Carin-Isabel Knoop, and Matthew Preble. "New Balance Athletic Shoe, Inc. (Abridged)." Harvard Business School Case 613-006, November 2012.
    • 29 Feb 2024
    • HBS Case

    Beyond Goals: David Beckham's Playbook for Mobilizing Star Talent

    five-year, $6.5 million-a-year contract with LA Galaxy that positioned him to buy the Major League Soccer’s (MLS) Miami franchise in 2018. As his two-decade soccer career waned, Beckham’s star remained ascendant in business and entertainment, with deals to View Details
    Keywords: by Avery Forman; Sports
    • 07 Jun 2023
    • HBS Case

    3 Ways to Gain a Competitive Advantage Now: Lessons from Amazon, Chipotle, and Facebook

    the same customers. The Ordinary reduces costs. The no-frills cosmetic brand eschews the kind of product customization and coveted celebrity endorsements often seen in the industry, cutting research and... View Details
    Keywords: by Michael Blanding
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