Celebrity Endorsements and Beyond: New Avenues for Celebrity Branding
Article first published online: 28 AUG 2012
© 2012 Wiley Periodicals, Inc.
Psychology & Marketing
Special Issue: Psychology, Marketing, and Celebrities
Volume 29, Issue 9, pages 690–703, September 2012
How to Cite
Keel, A. and Nataraajan, R. (2012), Celebrity Endorsements and Beyond: New Avenues for Celebrity Branding. Psychol. Mark., 29: 690–703. doi: 10.1002/mar.20555
- Issue published online: 28 AUG 2012
- Article first published online: 28 AUG 2012
The authors assess the extant research in the area of celebrity endorsement and point out the need for continuing research in celebrity marketing. Suggestions for future research are made in a wide breadth of areas, spanning from celebrity endorsements to novel areas of celebrity branding. The authors propose three celebrity-branding strategies and discuss the factors that may influence their effectiveness. Other areas for future research in celebrity marketing that are discussed include ethical marketing to vulnerable consumers and social marketing. The authors conclude with suggestions regarding theories and methods that can be used for future research in celebrity marketing.