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

Learn More →

Determinants of celebrity-owned brands leveraging price premium

Determinants of celebrity-owned brands leveraging price premium PurposeThe purpose of this paper is to investigate the celebrity-brand association from a different perspective.Design/methodology/approachThis study uses exploratory factor analysis, confirmatory factor analysis, and binary logistic regression.FindingsThis study conceptualizes celebrity-owned brands (COBs). It statistically validates the complimentary and synergistic effects of six inter-related but distinct factors that are likely to influence a buyer’s willingness to pay price premium for COBs.Originality/valueThis study makes a novel attempt by analysing the celebrity-brand relationship from a different perspective. The paper deviates from the traditional and widely researched linkage of a celebrity with a brand through endorsement. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Fashion Marketing and Management Emerald Publishing

Determinants of celebrity-owned brands leveraging price premium

Loading next page...
 
/lp/emerald-publishing/determinants-of-celebrity-owned-brands-leveraging-price-premium-O33XPnUa70
Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
1361-2026
DOI
10.1108/JFMM-11-2016-0099
Publisher site
See Article on Publisher Site

Abstract

PurposeThe purpose of this paper is to investigate the celebrity-brand association from a different perspective.Design/methodology/approachThis study uses exploratory factor analysis, confirmatory factor analysis, and binary logistic regression.FindingsThis study conceptualizes celebrity-owned brands (COBs). It statistically validates the complimentary and synergistic effects of six inter-related but distinct factors that are likely to influence a buyer’s willingness to pay price premium for COBs.Originality/valueThis study makes a novel attempt by analysing the celebrity-brand relationship from a different perspective. The paper deviates from the traditional and widely researched linkage of a celebrity with a brand through endorsement.

Journal

Journal of Fashion Marketing and ManagementEmerald Publishing

Published: Jul 10, 2017

There are no references for this article.

You’re reading a free preview. Subscribe to read the entire article.


DeepDyve is your
personal research library

It’s your single place to instantly
discover and read the research
that matters to you.

Enjoy affordable access to
over 18 million articles from more than
15,000 peer-reviewed journals.

All for just $49/month

Explore the DeepDyve Library

Search

Query the DeepDyve database, plus search all of PubMed and Google Scholar seamlessly

Organize

Save any article or search result from DeepDyve, PubMed, and Google Scholar... all in one place.

Access

Get unlimited, online access to over 18 million full-text articles from more than 15,000 scientific journals.

Your journals are on DeepDyve

Read from thousands of the leading scholarly journals from SpringerNature, Wiley-Blackwell, Oxford University Press and more.

All the latest content is available, no embargo periods.

See the journals in your area

DeepDyve

Freelancer

DeepDyve

Pro

Price

FREE

$49/month
$499/year

Save searches from
Google Scholar,
PubMed

Create folders to
organize your research

Export folders, citations

Read DeepDyve articles

Abstract access only

Unlimited access to over
18 million full-text articles

Print

20 pages / month