The equity effect of product endorsement by celebrities: A conceptual framework from a co-branding perspective

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European Journal of Marketing

ISSN: 0309-0566

Online from: 1967

Subject Area: Marketing

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Document Information:
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
Abstract:	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.