Consumers’ Perceptions of Celebrity Values

Eda Gurel-Atay, Independent Scholar, USA
Lynn Kahle, Lundquist College of Business, University of Oregon, USA
Congruity between celebrity and product values is essential for effective endorsements. However, to select a celebrity who has congruent values with their products, companies need to know which values are associated with which celebrities. This study seeks to understand consumers’ perceptions of celebrity values and the implications of these perceptions.
[ to cite ]:
Eda Gurel-Atay and Lynn Kahle (2014) ,"Consumers’ Perceptions of Celebrity Values", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 786-786.