Celebrity endorsement

Finola Kerrigan; Paul Hewer; Douglas Brownlie

doi:10.1002/9781118785317.weom090039

Celebrity endorsement

Finola Kerrigan, Paul Hewer, Douglas Brownlie

Marketing

Research output: Chapter in Book/Report/Conference proceeding › Entry 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 language	English
Title of host publication	Wiley Encyclopedia of Management
Editors	Cary L. Cooper
Place of Publication	Chichester, West Sussex
Volume	9
Edition	3rd
DOIs	https://doi.org/10.1002/9781118785317.weom090039
Publication status	Published - 26 Sept 2014

Keywords

celebrity endorsement
celebrity brands
people brands
branding
brandscape
celebrity culture

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10.1002/9781118785317.weom090039

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KW - celebrity brands

KW - people brands

KW - branding

KW - brandscape

KW - celebrity culture

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Celebrity endorsement

Abstract

Keywords

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