Female, married and endorsing: integrating celebrity marital status, role congruence and credibility

Roy, Subhadip; Mohapatra, Subhalaxmi

doi:10.1080/0965254x.2015.1076877

Cited by 2 publications

(2 citation statements)

References 34 publications

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“…The literature survey, as given in Table 1, suggests that the existing research has focused on the identification of celebrity associations. The table further shows that a majority of the studies ranging from the work of Baker and Churchill (1977) to Roy and Mohapatra (2017) have used Ohanian’s (1990) celebrity credibility associations, namely attractiveness, expertise and trustworthiness. However, there are also studies which have used other celebrity associations apart from attractiveness, expertise and trustworthiness.…”

Section: Literature Reviewmentioning

confidence: 99%

Measuring Celebrity Equity: Unearthing the Consumer Knowledge Structure Associations

Ghuman

Parmar

Mann

2019

Global Business Review

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The qualitative research aims to develop an understanding of how consumers view the celebrity as a brand and also to measure and compare the celebrity equities. This research applies associative network theory to identify the celebrity association networks residing in the minds of the consumers using Brand Concept Maps (BCMs) methodology. It also measures the celebrity equity by measuring the relative strength, favourability and uniqueness of the associations. Three celebrities from different professions are selected for this study. Data for the construction of BCMs have been obtained from 50 respondents. The associations are shown on BCMs, and their structure has been analysed using general and central characteristics. Celebrity equity is measured using Krishnan (1996, International Journal of Research in Marketing, 13(4), 389–405) methodology. The results reveal that consumers link five categories of associations with a celebrity, namely professional associations, public-image-related associations, social responsibility- and ethics-related associations, lifestyle associations and negative associations. Further, the celebrities are found to have strong brand equities, but their relative equities differ from each other. This study reveals that the managers need to consider a wide range of associations for measuring celebrity equity. It also provides academicians and celebrity managers with a new methodology for measuring celebrity equity.

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Section: Literature Reviewmentioning

confidence: 99%

Measuring Celebrity Equity: Unearthing the Consumer Knowledge Structure Associations

Ghuman

Parmar

Mann

2019

Global Business Review

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“…The obvious ones are meanings transferred directly from stereotypes such as age and ethnicity. Some nebulous meanings transferred by fans' interpreting players' attitudes, lifestyle, personality, looks or marital status have also been identified (Roy and Mohapatra, 2017).…”

Section: The Personal Component: Non-product-related Associationsmentioning

confidence: 99%

The structure, content and context of achieved celebrity brands: a study of footballers in their brandscapes

Zarkada

Tzoumaka

2020

IJSMM

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Celebrity athletes are the most prominent achieved celebrity brands with well-noted effects in consumer behaviour. Still, current research is characterised by terminological polyglossia and conceptual overlaps, which results in a lack of clarity regarding the brand structure and content. Moreover, there is no consideration of the brandscape; the team or sports club the player belongs to or has most closely associated his name with. This paper addresses the current limitations by adopting an exploratory approach. Through qualitative research, namely five focus groups, we empirically investigated the celebrity footballer brand associations as they are being perceived by keen football fans. The data demonstrate that the celebrity footballer brand comprises two distinct components proposed by Keller (1993): 1) the professional one, to include product-related associations, further distinguished into individual, organisational and contextual associations; 2) the personal one, which corresponds to non-product-related associations and reflects the balance of a person's perceived virtues and vices. The role of the brandscape emerges as affecting his professional and personal associations both positively and negatively.

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Female, married and endorsing: integrating celebrity marital status, role congruence and credibility

Cited by 2 publications

References 34 publications

Measuring Celebrity Equity: Unearthing the Consumer Knowledge Structure Associations

Measuring Celebrity Equity: Unearthing the Consumer Knowledge Structure Associations

The structure, content and context of achieved celebrity brands: a study of footballers in their brandscapes

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