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The qualitative research aims to develop an understanding of how consumers view the celebrity as a brand and also to measure and compare the celebrity equities. This research applies associative network theory to identify the celebrity association networks residing in the minds of the consumers using Brand Concept Maps (BCMs) methodology. It also measures the celebrity equity by measuring the relative strength, favourability and uniqueness of the associations. Three celebrities from different professions are selected for this study. Data for the construction of BCMs have been obtained from 50 respondents. The associations are shown on BCMs, and their structure has been analysed using general and central characteristics. Celebrity equity is measured using Krishnan (1996, International Journal of Research in Marketing, 13(4), 389–405) methodology. The results reveal that consumers link five categories of associations with a celebrity, namely professional associations, public-image-related associations, social responsibility- and ethics-related associations, lifestyle associations and negative associations. Further, the celebrities are found to have strong brand equities, but their relative equities differ from each other. This study reveals that the managers need to consider a wide range of associations for measuring celebrity equity. It also provides academicians and celebrity managers with a new methodology for measuring celebrity equity.

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The present study aims to develop a reliable and valid scale that measures the multidimensionality of celebrity images and is generalizable across diverse celebrity professions. A survey has been conducted using a sample of 484 respondents to gather data relating to the dimensions of celebrity images of four selected celebrities from two celebrity profession categories, namely, movie stars and sport stars. EFA, CFA and SEM have been used for developing a reliable and valid scale of celebrity images. The scale encompasses seven dimensions of celebrity image: social and ethical responsibility, life and style, professional capabilities, perspective towards celebrity’s profession, orientation towards fans, attractive physique and public image. Marketers can use the scale to identify the dimensions of celebrity images to select appropriate celebrities for their product endorsement. They can also use the identified dimensions of celebrity images to better differentiate, position and extend their brands while designing their marketing strategies related to product positioning, celebrity endorsements and celebrity brand extensions. It would enable researchers and practitioners to bring standardization to celebrity image research in the field of brand endorsements.

This research develops a generic framework that matches celebrity associations with various product categories and finds an ideal set of celebrity associations for each product category. Three studies have been conducted for achieving the purpose of the study. Study one identifies associations that consumers link with celebrities and classifies them into thirteen different categories. It also finds a total of 30 products and services that consumers associate with celebrity endorsements. In study two, the respondents are asked if each of the three celebrities is appropriate for endorsing each of the 30 identified products and services. The results support the match-up hypothesis notion that different celebrities are considered appropriate for different product categories. In study three, the respondents were asked to identify the associations that a celebrity should possess for endorsing various product categories. The results reveal that the celebrity associations can be classified into two broad categories—universal associations and product specific associations. Universal associations include the associations which the respondents consider to be essential for all types of products. Product specific associations include the associations that vary in their importance depending on the type of product category. The findings have significant implications for academicians, brand managers and celebrity management companies.