Online from: 1967
Subject Area: Marketing
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|Title:||The equity effect of product endorsement by celebrities: A conceptual framework from a co-branding perspective|
|Author(s):||Diana Seno, (Westpac Banking Corporation, Melbourne, Australia), Bryan A. Lukas, (Faculty of Economics and Commerce, University of Melbourne, Parkville, Australia)|
|Citation:||Diana Seno, Bryan A. Lukas, (2007) "The equity effect of product endorsement by celebrities: A conceptual framework from a co-branding perspective", European Journal of Marketing, Vol. 41 Iss: 1/2, pp.121 - 134|
|Keywords:||Brand equity, Brand image, Celebrtities, Product endorsement|
|Article type:||Research paper|
|DOI:||10.1108/03090560710718148 (Permanent URL)|
|Publisher:||Emerald Group Publishing Limited|
Purpose – The purpose of this study is to outline a conceptual framework that can be used to organise and guide future research into how celebrity product endorsement creates equity for both the endorsed product-brand and the endorsing celebrity.
Design/methodology/approach – The theoretical perspective adopted in this study is that celebrity product endorsement is a form of co-branding.
Findings – The central thesis is that both endorser image and brand image serve as mediators in the equity-creation process of celebrity product endorsement.
Originality/value – Research contributions and directions for future research are provided.
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