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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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.