Towards a model of Consumer Engagement with Celebrity Brands
Date Issued
2013
Author(s)
Abstract
Celebrities are an object as well as an instrument of marketing yet the consumer
behaviour literature is focused on brands and organizations as creators of value. Despite the
recent academic interest in personal branding there still is no coherent theoretical framework
to explain consumer engagement with celebrities.
Utilizing a cross-disciplinary review of the psychology, sociology, media, advertising and
marketing literature, this paper identifies internal influences on consumer behaviour and
proposes a two-dimensional approach to celebrity brands.
It contributes to understanding the consumer behaviour mechanisms that elevate
celebrities to role models and behaviour or attitude influencers.
behaviour literature is focused on brands and organizations as creators of value. Despite the
recent academic interest in personal branding there still is no coherent theoretical framework
to explain consumer engagement with celebrities.
Utilizing a cross-disciplinary review of the psychology, sociology, media, advertising and
marketing literature, this paper identifies internal influences on consumer behaviour and
proposes a two-dimensional approach to celebrity brands.
It contributes to understanding the consumer behaviour mechanisms that elevate
celebrities to role models and behaviour or attitude influencers.
Subjects