The Personal Branding Model by Celebrity Endorsement in Thai Film Business

Abstract

This paper focus is on findings from a research project that reflected upon the ingredients factor which have facilitated the success perspective of celebrity endorsement and how it impacted on personal branding in Thai film business. The study was undertaken to reflect upon the ingredients factor have aided celebrity endorsement which have enhanced and to gain strong brand maintaining for sustainable celebrity endorsement. Celebrity endorsement was applied to capture, to keep the customers loyal. According to business executives experiences on using celebrity endorsers which provided a basis for personal business. The research adopted the Delphi expert consensus results revealed that the innovative blending model of the Personal Performance Balanced Scorecard (PPBC) together with celebrity endorsement ingredients yield the success of the sustainable personal branding can proposed co-creation value to Thai film business.