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...

Full description

Saved in:
Bibliographic Details
Main Authors: Pedro BELTRÁN CUERVO, Cecilia VALLEJOS PARÁS
Format: Article
Language:English
Published: University of Bucharest Publishing House 2024-12-01
Series:Styles of Communication
Subjects:
Online Access:https://drive.google.com/file/d/1MHo9V66qg5kltDZTvWQyRg99NuylKIhl/view
Tags: Add Tag
No Tags, Be the first to tag this record!
_version_ 1832540790008578048
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