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Unpacking celebrity brands through unpaid market communications

Davies, Fiona and Slater, Stephanie 2015. Unpacking celebrity brands through unpaid market communications. Journal of Marketing Management 31 (5/6) , pp. 665-684. 10.1080/0267257X.2014.1000941

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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: 19 Mar 2019 16:56
URI: http://orca.cf.ac.uk/id/eprint/69578

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