Celebrity endorsement

Kerrigan, Finola and Hewer, Paul and Brownlie, Douglas (2014) Celebrity endorsement. In: Wiley Encyclopedia of Management. Wiley/Blackwell, Chichester, West Sussex. ISBN 9781119972518

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Official URL: https://doi.org/10.1002/9781118785317.weom090039

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.

Author(s):	Kerrigan, Finola, Hewer, Paul ORCID: https://orcid.org/0000-0002-7661-8195 and Brownlie, Douglas
Item type:	Book Section
ID code:	52936
Keywords:	celebrity endorsement, celebrity brands, people brands, branding, brandscape, celebrity culture, Marketing. Distribution of products, Marketing
Subjects:	Social Sciences > Commerce > Marketing. Distribution of products
Department:	Strathclyde Business School > Marketing
Depositing user:	Pure Administrator
Date deposited:	07 May 2015 11:31
Last modified:	25 Jan 2020 02:25
Related URLs:	Journal or Publication
URI:	https://strathprints.strath.ac.uk/id/eprint/52936
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