Celebrity Endorsements and Brand Personality

Celebrity endorsement is a highly researched field in marketing. Having its roots in psychology and the source credibility of communication (Hovland and Weiss, 1952; McCroskey and Young, 1981) it has come up a long way since the early research was done in the seventies (Friedman, et al., 1976; Kamen et al., 1975). Researchers have delved into various issues of celebrity endorsements such as source credibility of the celebrity, celebrity-brand congruence and meaning transfer model (McCracken, 1989). Research in Brand Personality is relatively new. The works of Aaker and Fournier (1995), Aaker (1997) and Durgee (1998) initiated the interest which ultimately resulted in the construction of a Brand Personality Scale by Aaker (1997). However, researchers have not looked into the issue of Celebrity Personality affecting the Brand Personality even in congruence studies. In this paper we try to address the issue of celebrity personality affecting brand personality. Based on an empirical study, we try to find out whether the same personality dimensions exist for the celebrity and the brand endorsed respectively. Following which we have tried to see whether celebrity personality has an effect of brand personality. The study is supposed to generate research interest because of its novelty of idea.



Citation:

Subhadip Roy and Y.L.R Moorthi (2009) ,"Celebrity Endorsements and Brand Personality", in AP - Asia-Pacific Advances in Consumer Research Volume 8, eds. Sridhar Samu, Rajiv Vaidyanathan, and Dipankar Chakravarti, Duluth, MN : Association for Consumer Research, Pages: 217-218.

Authors

Subhadip Roy, ICFAI INSTITUTE FOR MANAGEMENT TEACHERS, HYDERABAD, INDIA
Y.L.R Moorthi, INDIAN INSTITUTE OF MANAGEMENT, BANGALORE, INDIA



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 8 | 2009



Share Proceeding

Featured papers

See More

Featured

J13. The Good and Bad of a Delayed Indulgence: Effects on Self-Perceptions and Purchase Satisfaction

Argiro Kliamenakis, Concordia University, Canada
Kamila Sobol, Concordia University, Canada

Read More

Featured

J10. Transnational Consumer Lifestyle

zahra Sharifonnasabi, Queen Mary University of London
Fleura Bardhi, City University of London, UK

Read More

Featured

Consumers’ Implicit Mindsets and Responses to Cause-related Marketing Campaigns

Meng-Hua Hsieh, Kent State University, USA
Ozge Yucel-Aybat, Pennsylvania State University Harrisburg

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.