Article2007

The equity effect of product endorsement by celebrities

321 citations0/0 files storedEuropean Journal of Marketing

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Digital Marketing and Social Media

Abstract

Purpose The purpose of this study is to outline a conceptual framework that can be used to organise and guide future research into how celebrity product endorsement creates equity for both the endorsed product‐brand and the endorsing celebrity. Design/methodology/approach The theoretical perspective adopted in this study is that celebrity product endorsement is a form of co‐branding. Findings The central thesis is that both endorser image and brand image serve as mediators in the equity‐creation process of celebrity product endorsement. Originality/value Research contributions and directions for future research are provided.

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References

1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity 1997Strategic Brand Management: Building, Measuring, and Managing Brand Equity 1990Construction and Validation of a Scale to Measure Celebrity Endorsers' Perceived Expertise, Trustworthiness, and Attractiveness 1989Who is the Celebrity Endorser? Cultural Foundations of the Endorsement Process 2017Communication And Persuasion 2007Strategic Brand Management 1985Physical Attractiveness of the Celebrity Endorser: A Social Adaptation Perspective 1990An Investigation into the “Match-up” Hypothesis in Celebrity Advertising: When Beauty May Be Only Skin Deep

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