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Who endorses whom? Meanings transfer in celebrity endorsement

Who endorses whom? Meanings transfer in celebrity endorsement Purpose – Celebrity endorsement is one of the most popular forms of marketing, and this study aims to suggest that celebrity endorsement should be considered as a brand alliance, where meanings and values can transfer from either partner to the other. This paper seeks to report on an exploratory attempt to identify the processes involved and explore whether celebrity endorsement should be considered a brand alliance. Design/methodology/approach – After a review of both celebrity endorsement and brand alliance literature, a case of meaning transfer process was examined. The collaboration between Sainsbury's Supermarkets Ltd and celebrity chef Jamie Oliver was studied as a case, within which a special episode of negative publicity emerged and was analysed through newspaper articles. Findings – A model for a reciprocal meaning transfer process is proposed and the existence of a brand‐alliance‐like relationship in the case is established. Originality/value – The paper is the first qualitative study to examine meaning transfer process in a real life celebrity endorsement context. It indicates the need for managing celebrity endorsement as a brand alliance by suggesting that celebrity endorsement should be considered as an alliance of equals. A model illustrated and supported by a case study is proposed. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Product & Brand Management Emerald Publishing

Who endorses whom? Meanings transfer in celebrity endorsement

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Publisher
Emerald Publishing
Copyright
Copyright © 2010 Emerald Group Publishing Limited. All rights reserved.
ISSN
1061-0421
DOI
10.1108/10610421011085767
Publisher site
See Article on Publisher Site

Abstract

Purpose – Celebrity endorsement is one of the most popular forms of marketing, and this study aims to suggest that celebrity endorsement should be considered as a brand alliance, where meanings and values can transfer from either partner to the other. This paper seeks to report on an exploratory attempt to identify the processes involved and explore whether celebrity endorsement should be considered a brand alliance. Design/methodology/approach – After a review of both celebrity endorsement and brand alliance literature, a case of meaning transfer process was examined. The collaboration between Sainsbury's Supermarkets Ltd and celebrity chef Jamie Oliver was studied as a case, within which a special episode of negative publicity emerged and was analysed through newspaper articles. Findings – A model for a reciprocal meaning transfer process is proposed and the existence of a brand‐alliance‐like relationship in the case is established. Originality/value – The paper is the first qualitative study to examine meaning transfer process in a real life celebrity endorsement context. It indicates the need for managing celebrity endorsement as a brand alliance by suggesting that celebrity endorsement should be considered as an alliance of equals. A model illustrated and supported by a case study is proposed.

Journal

Journal of Product & Brand ManagementEmerald Publishing

Published: Sep 21, 2010

Keywords: Product endorsement; Brands; Retailing; Case studies

References