Celebrity endorsement

Finola Kerrigan, Paul Hewer, Douglas Brownlie

Research output: Chapter in Book/Report/Conference proceedingEntry for encyclopedia/dictionary

Abstract

This article outlines key theory related to celebrity endorsement. In doing so, we consider the benefits and challenges involved in deploying the symbolic capital associated with celebrity onto other brands. We consider psychological, economic, and cultural logics which inform key celebrity endorsement perspectives within the literature and suggest a need to develop the cultural approach further to incorporate the notion of brandscape and the implicit importance of temporality of meaning in the area of celebrity endorsement.
Original languageEnglish
Title of host publicationWiley Encyclopedia of Management
EditorsCary L. Cooper
Place of PublicationChichester, West Sussex
Volume9
Edition3rd
DOIs
Publication statusPublished - 26 Sep 2014

Keywords

  • celebrity endorsement
  • celebrity brands
  • people brands
  • branding
  • brandscape
  • celebrity culture

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  • Cite this

    Kerrigan, F., Hewer, P., & Brownlie, D. (2014). Celebrity endorsement. In C. L. Cooper (Ed.), Wiley Encyclopedia of Management (3rd ed., Vol. 9). https://doi.org/10.1002/9781118785317.weom090039