A New Scale to Capture the Multidimensionality of Celebrity Image

Abstract

The present study aims to develop a reliable and valid scale that measures the multidimensionality of celebrity images and is generalizable across diverse celebrity professions. A survey has been conducted using a sample of 484 respondents to gather data relating to the dimensions of celebrity images of four selected celebrities from two celebrity profession categories, namely, movie stars and sport stars. EFA, CFA and SEM have been used for developing a reliable and valid scale of celebrity images. The scale encompasses seven dimensions of celebrity image: social and ethical responsibility, life and style, professional capabilities, perspective towards celebrity’s profession, orientation towards fans, attractive physique and public image. Marketers can use the scale to identify the dimensions of celebrity images to select appropriate celebrities for their product endorsement. They can also use the identified dimensions of celebrity images to better differentiate, position and extend their brands while designing their marketing strategies related to product positioning, celebrity endorsements and celebrity brand extensions. It would enable researchers and practitioners to bring standardization to celebrity image research in the field of brand endorsements.

Exploring the Relationship Between Celebrity Worship and Brand Equity: The Mediating Role of Self-brand Connection

“…Judgemental sampling warranted that the respondents are fit for the current research, whereas quota sampling method focused on respondents’ age and gender, and thereby, reflected the actual population distribution of Punjab, a province in northern India. Quota cum judgemental sampling also helped to counterbalance biases of the respondent (Mann et al, 2020). Mall intercept survey technique was used to gather data responses.…”

“…Escalas (2004) confers that the consumers are frequently occupied in the development of their personal identity as well as required images. Celebrities, as human brands, are vital means by which these needs of a consumer are achieved (Belk, 1988; Mann et al, 2020). Celebrities have powerful representative associations which are crucial in establishing consumer’s sense of self, thereby enhancing and reinforcing the consumer’s self-image (Dwivedi et al, 2015).…”

“…The current research is also significant from the viewpoint that it is conducted in the Asian background, particularly in Indian setting. India is one of the major consumers of celebrity advertising (Ghuman et al, 2019; Mahanta & Sangameshwaran, 2010; Mann et al, 2020; Parmar et al, 2020a, 2020b). Research also shows that more than 50 per cent of the total advertisements in India comprise of a celebrity endorser (Duff & Phelps, 2019).…”

The Moderating Effect of Attachment Styles on the Relationship Between Celebrity Credibility and Brand Attachment

“…Finally, the current research is also vital from the point of view that it is carried out in the Asian backdrop, mainly in Indian context. Previous academic research (Ghuman et al, 2021;Mann et al, 2020; highlights the fact that India is one of the largest consumers of celebrity endorsements, and celebrities enjoy special position in the society, which, thereby, makes this research more noteworthy.…”

The Trends and Factors in the presentation of athletes' media images

“…Mann et al contribute a scale that had seven dimensions of celebrity image by analyzing the media content of film and sports stars: social and ethical responsibility, life and style, professional capabilities, perspective towards celebrity's profession, orientation towards fans, attractive physique, and public image. They believe that all these factors were important in today's celebrities [8].…”