Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

Celebrity advertising in the case of negative associations: discourse analysis of weblogs

Celebrity advertising in the case of negative associations: discourse analysis of weblogs Purpose – The purpose of this paper is to examine celebrity advertising in the case of negative associations. Design/methodology/approach – In total, 451 posts were captured permanently from randomly selected weblogs, and analyzed by discourse analysis. The basic emerging themes therein have been isolated and interpreted, and a model of celebrity endorsement in the case of negative information has been developed. Findings – When a celebrity becomes involved in an undesirable event, the consumers' perceptions of the celebrity may or may not change. This study argues that this situation is influenced by “the level of negativity”, “the level of blameworthiness”, “admiration” and the “message content”. In addition, it was found that the admiration affects the perceived image of the celebrity and it is also affected by “the level of negativity” and “the level of blameworthiness”. Furthermore, the message given is directly associated with the “negativity”, “blameworthiness”, “perception of the celebrity”, and “the perception of the brand”. Research limitations/implications – The present study examined only one case of celebrity advertising. Practical implications – The expectations and attitudes of the identified segments should be taken into consideration when firms develop marketing programs. Originality/value – This study, unlike others, analyzes the case of the continuance of the endorsement relationship between the company and the negatively publicized celebrity. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Management Research Review Emerald Publishing

Celebrity advertising in the case of negative associations: discourse analysis of weblogs

Management Research Review , Volume 34 (12): 16 – Nov 1, 2011

Loading next page...
 
/lp/emerald-publishing/celebrity-advertising-in-the-case-of-negative-associations-discourse-045r9B2Ac6

References (53)

Publisher
Emerald Publishing
Copyright
Copyright © 2011 Emerald Group Publishing Limited. All rights reserved.
ISSN
2040-8269
DOI
10.1108/01409171111186405
Publisher site
See Article on Publisher Site

Abstract

Purpose – The purpose of this paper is to examine celebrity advertising in the case of negative associations. Design/methodology/approach – In total, 451 posts were captured permanently from randomly selected weblogs, and analyzed by discourse analysis. The basic emerging themes therein have been isolated and interpreted, and a model of celebrity endorsement in the case of negative information has been developed. Findings – When a celebrity becomes involved in an undesirable event, the consumers' perceptions of the celebrity may or may not change. This study argues that this situation is influenced by “the level of negativity”, “the level of blameworthiness”, “admiration” and the “message content”. In addition, it was found that the admiration affects the perceived image of the celebrity and it is also affected by “the level of negativity” and “the level of blameworthiness”. Furthermore, the message given is directly associated with the “negativity”, “blameworthiness”, “perception of the celebrity”, and “the perception of the brand”. Research limitations/implications – The present study examined only one case of celebrity advertising. Practical implications – The expectations and attitudes of the identified segments should be taken into consideration when firms develop marketing programs. Originality/value – This study, unlike others, analyzes the case of the continuance of the endorsement relationship between the company and the negatively publicized celebrity.

Journal

Management Research ReviewEmerald Publishing

Published: Nov 1, 2011

Keywords: Advertising; Celebrities; Celebrity advertising; Celebrity endorsement; Discourse analysis; Negative associations; Web sites

There are no references for this article.