MADONNA’S FOUR-DECADE INFLUENCE: BRAND STRATEGY AND GLOBAL IMPACT OF THE CELEBRATION TOUR RIO DE JANEIRO
Madonna, a well-known musician and entertainer who has remained at the top of her game for over 40 years, is also a marketing and brand strategist. This research explores the evolution of global perceptions around her brand following her 2024 Celebration Tour, culminating in a record-breaking closin...
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| Format: | Article |
| Language: | English |
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University of Bucharest Publishing House
2024-12-01
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| Series: | Styles of Communication |
| Subjects: | |
| Online Access: | https://drive.google.com/file/d/1MHo9V66qg5kltDZTvWQyRg99NuylKIhl/view |
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| _version_ | 1832540790008578048 |
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| author | Pedro BELTRÁN CUERVO Cecilia VALLEJOS PARÁS |
| author_facet | Pedro BELTRÁN CUERVO Cecilia VALLEJOS PARÁS |
| author_sort | Pedro BELTRÁN CUERVO |
| collection | DOAJ |
| description | Madonna, a well-known musician and entertainer who has remained at the top of her game for over 40 years, is also a marketing and brand strategist. This research explores the evolution of global perceptions around her brand following her 2024 Celebration Tour, culminating in a record-breaking closing concert in Rio de Janeiro attended by 1.6 million people. Grounded in the theoretical frameworks of Aaker’s and Keller’s brand equity models, the study employs a quantitative methodology using a self-administered online questionnaire distributed among Madonna’s international fan communities. The survey examined the most important components of brand equity. The results suggest that Madonna has a firm stronghold in the entertainment world. Notably, most respondents reported that the 2024 tour enhanced her brand’s value on a global scale. This longstanding impact shows her capacity to continue to be an iconic cultural figure and confirms the longevity and power of her brand. |
| format | Article |
| id | doaj-art-35e75dc731a64d4ba261c8f608ba7bd6 |
| institution | Kabale University |
| issn | 2065-7943 2067-564X |
| language | English |
| publishDate | 2024-12-01 |
| publisher | University of Bucharest Publishing House |
| record_format | Article |
| series | Styles of Communication |
| spelling | doaj-art-35e75dc731a64d4ba261c8f608ba7bd62025-02-04T15:06:20ZengUniversity of Bucharest Publishing HouseStyles of Communication2065-79432067-564X2024-12-01162316010.31178/SC.16.2.02MADONNA’S FOUR-DECADE INFLUENCE: BRAND STRATEGY AND GLOBAL IMPACT OF THE CELEBRATION TOUR RIO DE JANEIRO Pedro BELTRÁN CUERVO0https://orcid.org/0009-0000-6027-2903Cecilia VALLEJOS PARÁS1https://orcid.org/0000-0001-7286-9299Salle University Mexico, Ciudad de Mexico Salle University Mexico, Ciudad de MexicoMadonna, a well-known musician and entertainer who has remained at the top of her game for over 40 years, is also a marketing and brand strategist. This research explores the evolution of global perceptions around her brand following her 2024 Celebration Tour, culminating in a record-breaking closing concert in Rio de Janeiro attended by 1.6 million people. Grounded in the theoretical frameworks of Aaker’s and Keller’s brand equity models, the study employs a quantitative methodology using a self-administered online questionnaire distributed among Madonna’s international fan communities. The survey examined the most important components of brand equity. The results suggest that Madonna has a firm stronghold in the entertainment world. Notably, most respondents reported that the 2024 tour enhanced her brand’s value on a global scale. This longstanding impact shows her capacity to continue to be an iconic cultural figure and confirms the longevity and power of her brand. https://drive.google.com/file/d/1MHo9V66qg5kltDZTvWQyRg99NuylKIhl/viewbrand perceptionbrand imagebrand equitymadonna’s influenceonline music communities. |
| spellingShingle | Pedro BELTRÁN CUERVO Cecilia VALLEJOS PARÁS MADONNA’S FOUR-DECADE INFLUENCE: BRAND STRATEGY AND GLOBAL IMPACT OF THE CELEBRATION TOUR RIO DE JANEIRO Styles of Communication brand perception brand image brand equity madonna’s influence online music communities. |
| title | MADONNA’S FOUR-DECADE INFLUENCE: BRAND STRATEGY AND GLOBAL IMPACT OF THE CELEBRATION TOUR RIO DE JANEIRO |
| title_full | MADONNA’S FOUR-DECADE INFLUENCE: BRAND STRATEGY AND GLOBAL IMPACT OF THE CELEBRATION TOUR RIO DE JANEIRO |
| title_fullStr | MADONNA’S FOUR-DECADE INFLUENCE: BRAND STRATEGY AND GLOBAL IMPACT OF THE CELEBRATION TOUR RIO DE JANEIRO |
| title_full_unstemmed | MADONNA’S FOUR-DECADE INFLUENCE: BRAND STRATEGY AND GLOBAL IMPACT OF THE CELEBRATION TOUR RIO DE JANEIRO |
| title_short | MADONNA’S FOUR-DECADE INFLUENCE: BRAND STRATEGY AND GLOBAL IMPACT OF THE CELEBRATION TOUR RIO DE JANEIRO |
| title_sort | madonna s four decade influence brand strategy and global impact of the celebration tour rio de janeiro |
| topic | brand perception brand image brand equity madonna’s influence online music communities. |
| url | https://drive.google.com/file/d/1MHo9V66qg5kltDZTvWQyRg99NuylKIhl/view |
| work_keys_str_mv | AT pedrobeltrancuervo madonnasfourdecadeinfluencebrandstrategyandglobalimpactofthecelebrationtourriodejaneiro AT ceciliavallejosparas madonnasfourdecadeinfluencebrandstrategyandglobalimpactofthecelebrationtourriodejaneiro |