Celebrity Endorsement
Introduction
R. C. Natarajan seeks input on the impact of celebrity-endorsement of products/services
ARC: Connections: ELMAR: Posting
I am interested in studying the impact of celebrity-endorsement of products/services [of certain brands] on the image of that celebrity. I am looking for information on such studies done elsewhere.
When a celebrity is seen in many advertisements, there is a high possibiloity that the public may dislike one or more of his/her appearance in certain types of advertisements or certain product categories.
- Has any study been done on how the celebrity’s image is affected by such endorsements?
- Are there any models built on this relationship?
- Can anyone suggest a set of essential readings on this subject please?
R.C. Natarajan
Please respond to:
A recent example of research in endorsement is:
Seno, Diana and Bryan A. Lukas (2007), "The Equity Effect of Product Endorsement by Celebrities: A Conceptual Framework from a Co-Branding Perspective, European Journal of Marketing, 41 (1/2), 121-134 [Publisher].