The equity effect of product endorsement by celebrities: A conceptual framework from a co‐branding perspective
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.
Keywords
Citation
Seno, D. and Lukas, B.A. (2007), "The equity effect of product endorsement by celebrities: A conceptual framework from a co‐branding perspective", European Journal of Marketing, Vol. 41 No. 1/2, pp. 121-134. https://doi.org/10.1108/03090560710718148
Publisher
:Emerald Group Publishing Limited
Copyright © 2007, Emerald Group Publishing Limited