Matching with the stars: How brand personality determines celebrity endorsement contract formation

Zamudio, César

doi:10.1016/j.ijresmar.2015.07.002

Cited by 47 publications

(22 citation statements)

References 52 publications

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“…Both human and product brands have brand personality (Aaker, 1997; Choi and Reid 2016). Zamudio (2016) investigates the interaction of brand personality dimensions for a human brand and a corporate brand. From the consumers’ point of view, celebrities may also have a form of brand equity similar to that of product brands.…”

Section: Theoretical Backgroundmentioning

confidence: 99%

The impact of self-congruity and virtual interactivity on online celebrity brand equity and fans’ purchase intention

Liu

Zhang

2020

JPBM

111

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Purpose There is growing interest among marketers in advertising and promoting their brands by adopting an online celebrity endorsement strategy. However, how online celebrities build their own brand equity and how online celebrity brand equity impacts fans’ purchase behavior have not been extensively researched in the extant literature. This paper aims to explore the factors that contribute to online celebrity branding and improving fans’ purchase intentions. Design/methodology/approach A survey and an experiment were conducted among consumers from the mainland of China. A total of 12 hypotheses were proposed to exam how self-congruity and virtual interactivity impact online celebrity branding and to explore the moderating role of perceived quality and product type. Findings This paper reveals that customers’ perceived self-congruity with online celebrities’ image and virtual interactivity positively impact the brand equity of online celebrities. Additionally, compared with virtual interactivity, the effect of customer perceived self-congruity on a brand is more significant. The brand equity of online celebrities thereby drives followers’ purchase intentions and the perceived quality of products positively moderates this relationship. Originality/value The research conclusions provide managerial implications for marketing practitioners for how to use human brands on social media platforms in the web 2.0 era and ultimately enhance consumer purchase intentions.

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Section: Theoretical Backgroundmentioning

confidence: 99%

The impact of self-congruity and virtual interactivity on online celebrity brand equity and fans’ purchase intention

Liu

Zhang

2020

JPBM

111

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“…Meanwhile, the reality of today is that consumers live in a media-saturated world overwhelmed with various visual images. Marketers use celebrity endorsements in various ways to communicate the value of their offerings (Chang & Ko, 2016; Gwinner, 1997; White et al, 2009; Zamudio, 2016). At one end of the impact of this strategy on a continuum is the very high positive image and equity of the firm.…”

Section: Theoretical Backgroundmentioning

confidence: 99%

Postmodernism, ethnicity, and celebrity culture in women’s symbolic consumption

Gbadamosi

2019

International Journal of Market Research

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Although postmodernism and celebrity culture are closely linked, research attention on this has not been adequately synthesized with ethnic minority groups. Hence, this article, which is rooted in an interpretive research paradigm, explores the symbolic consumption of Black African women in the UK with specific reference to celebrity culture. Although the study shows some purchase decisions based on products’ functionality, generally, it shows the robust interplay of personal, cultural, social, and commercial factors in the symbolic consumption of these women. This is shown to be linked to the prevalent celebrity culture in the society. They consume to enhance their self-esteem and keep up with the societal trend in the host environment. Hence, the notion of acculturation features prominently in their consumption. The article extends the discourse on the extant ethnic minority studies and augments the current knowledge about symbolic consumption especially with reference to Black African women.

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“…Zamudio [20] defines celebrity endorsement as brand alliance between a corporate brand and a human brand, which is the celebrity and expressed that celebrity endorsement is important to enhance value of the corporate brand or its products and turn it into a brand that is preferred by consumers.…”

Section: Celebrity Endorsementmentioning

confidence: 99%

Celebrity Endorsement: Developing A Brand Image in Housing Ads

Yöreş¹

2017

Advancing Insights on Brand Management

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This article aims to analyze the celebrity endorsement strategy used to communicate brand image messages in housing advertisements. Even though there is a lot of literature about celebrity endorsement, no research has been made up to now about how this method is used in the housing market. Within the scope of the study, first housing advertisements published from 2001 to 2016 have been scanned. Hurriyet newspaper was selected as the source as it is the newspaper with the highest circulation. After all the advertisements published on Hurriyet newspaper have been scanned, advertisement where a celebrity was the spokesperson was determined. This research, which tries to explain celebrity endorsement widely used for marketing of housings with the "meaning transfer model" of McCracken, showed that in transferring cultural meaning of the celebrity to the product or housing, traits of attractiveness or credibility is exploited in general. However, it was seen that other meanings of the celebrity-modern, traditional, etc.-along with his/her credibility and attractiveness are effective in determining the image of the housing project marketed.

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Matching with the stars: How brand personality determines celebrity endorsement contract formation

Cited by 47 publications

References 52 publications

The impact of self-congruity and virtual interactivity on online celebrity brand equity and fans’ purchase intention

The impact of self-congruity and virtual interactivity on online celebrity brand equity and fans’ purchase intention

Postmodernism, ethnicity, and celebrity culture in women’s symbolic consumption

Celebrity Endorsement: Developing A Brand Image in Housing Ads

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