Star power: the evolution of celebrity endorsement research
International Journal of Contemporary Hospitality Management
ISSN: 0959-6119
Article publication date: 8 January 2018
Abstract
Purpose
The aim of this paper is to summarize the celebrity endorsement literature to identify trends and challenges related to key research areas. Based on a critical review of existing literature, this paper presents several recommendations regarding potential future directions of celebrity endorsement research in hospitality and tourism.
Design/methodology/approach
The paper presents a critical review of literature from both the general marketing and hospitality and tourism fields.
Findings
Over the past decade, significant progress has been made in hospitality and tourism celebrity endorsement research, with several new constructs being revealed and tested. However, the extant findings are rather mixed and inconclusive because industry features have not been systematically examined and study contexts and samples have varied widely. To advance the hospitality and tourism celebrity endorsement research, an extended meaning transfer model with six propositions is proposed. Several areas for future research are also discussed.
Practical implications
This paper offers up-to-date findings on celebrity endorsement to practitioners, and the proposed extended meaning transfer model can provide marketers useful guidelines on selecting appropriate endorsers for their products/brands.
Originality/value
In previous studies, scholars mainly used one or more of the three types of celebrity endorser selection models and only examined specific antecedents of effective endorsement. To date, researchers have not yet conceptualized a modified model that captures the unique features of the hospitality and tourism industry and reconciles the mixed findings in the extant literature. This paper proposes an extended meaning transfer model to explain the endorser selection process, provides a good foundational understanding of the extant celebrity endorsement research and makes several recommendations regarding future research directions for hospitality and tourism scholars with implications for practitioners.
Keywords
Citation
Yang, W. (2018), "Star power: the evolution of celebrity endorsement research", International Journal of Contemporary Hospitality Management, Vol. 30 No. 1, pp. 389-415. https://doi.org/10.1108/IJCHM-09-2016-0543
Publisher
:Emerald Publishing Limited
Copyright © 2018, Emerald Publishing Limited