Connecting With Celebrities: the Therapeutic Function of Celebrity Endorsement

Consumers with compromised identities look to brands endorsed by celebrities to construct and communicate their self-concepts to a greater extent than those with less insecurity. Three studies demonstrate this for consumers whose self-esteem is threatened (1), have low levels of social complexity (2), and are under high life stress (3).



Citation:

Jennifer Edson Escalas and James R. Bettman (2012) ,"Connecting With Celebrities: the Therapeutic Function of Celebrity Endorsement", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 76-80.

Authors

Jennifer Edson Escalas, Vanderbilt University, USA
James R. Bettman, Duke University, USA



Volume

NA - Advances in Consumer Research Volume 40 | 2012



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