Cardiff University | Prifysgol Caerdydd ORCA
Online Research @ Cardiff 
WelshClear Cookie - decide language by browser settings

Unpacking celebrity brands through unpaid market communications

Davies, Fiona and Slater, Stephanie ORCID: https://orcid.org/0000-0001-9817-3687 2015. Unpacking celebrity brands through unpaid market communications. Journal of Marketing Management 31 (5/6) , pp. 665-684. 10.1080/0267257X.2014.1000941

[thumbnail of FINALsenttoJMM17 12 2014forsendingtoproduction.pdf]
Preview
PDF - Accepted Post-Print Version
Download (644kB) | Preview

Abstract

This paper explores the role of unpaid communications (newspaper and online reporting, blogs, associated comments and tweets) in informing consumer decisions on celebrity brands. The research tests “the old model of celebrity endorsement” (Chahal, 2013) in a new context using new media. Despite the ample literature (Erdogan, 1999; Keller, 2008) on celebrity appeal, the impact of unpaid messages remains underexplored. The paper addresses this gap, confirming that unpaid messages in relation to celebrity events enhance endorsement potential for associated, but not unrelated, products. We unpack celebrity brands by showing that message communication during and after celebrity events can change media profiles and fans’ perceptions of celebrity brands and we show the transformation effect that new media offer for celebrity endorsement.

Item Type: Article
Date Type: Publication
Status: Published
Schools: Business (Including Economics)
Subjects: H Social Sciences > HE Transportation and Communications
H Social Sciences > HF Commerce
Uncontrolled Keywords: celebrity, communication, unpaid messages, events
Additional Information: PDF uploaded in accordance with publisher policy at http://www.sherpa.ac.uk/romeo/issn/0267-257X/ [accessed 23/1/14]. Access to full text embargoed for 18 months after online publication.
Publisher: Taylor and Francis
ISSN: 1472-1376
Date of First Compliant Deposit: 30 March 2016
Date of Acceptance: December 2014
Last Modified: 07 Nov 2023 04:51
URI: https://orca.cardiff.ac.uk/id/eprint/69578

Citation Data

Cited 13 times in Scopus. View in Scopus. Powered By Scopus® Data

Actions (repository staff only)

Edit Item Edit Item

Downloads

Downloads per month over past year

View more statistics