Consumer values of corporate and celebrity brand associations

Abstract

Purpose – This study aims to explore consumer brand associations and values derived from a corporate brand and a celebrity brand endorser prior to their endorsement. Design/methodology/approach – This study uses both hierarchical value mapping and brand concept mapping (BCM) to identify brand attributes that translate to personal meaning for consumers and then to identify whether these attributes are encompassed by a specific brand. Findings – Results from brand concept maps and hierarchical value maps show consumers value accessibility and customer service in financial corporate brands. Consumers value expertise in celebrity brands and respect success in both corporate and celebrity brands. A central finding is the importance of brand authenticity. Corporate brand authenticity establishes a sense of security and assists in the development of brand relationships. Celebrity brand authenticity creates consumer attention and enhances celebrity trustworthiness aiding in the development of a consumer – celebrity brand relationship. Research limitations/implications – The findings have implications for corporate brands utilizing celebrity endorsers. In terms of strategic positioning, corporate brands need to center their marketing communications on desired brand associations at the core of both the corporate and celebrity brand that translate to personal meaning for consumers. Originality/value – This study uses a combined theoretical and methodological approach, drawing on associative network theory and means-end chain theory, and BCM and hierarchical value mapping methods, respectively, to understand and uncover personal meaning or value derived from brand associations.

Celebrity versus film persona endorsements: Examining the effect of celebrity transgressions on consumer judgments

“…Celebrities construct their own meaning or associations through crafting a name, reputation, image, and aura (Towle, ). Consumers can recognize celebrities by their names (e.g., Beyonce ), their actions (e.g., twerk like Rhianna ), their features (e.g., Kim Kardashian vocal fry), their style (e.g., Justin Beiber ), and their values (e.g., Leonard DiCaprio on climate change; Ilicic & Webster, ).…”

The Effect of Social Media Influencer on Brand Image, Self-Concept, and Purchase Intention

“…According to McCracken (1989), a consumer obtained a self-concept of satisfaction when using the same product as their idols, while the self-concept of perception was reflected throught the consumer's behavior (Sumarwan, 2015). The similarities of self-concepts between consumers and social media influencers could create the purchase intention (Choi & Rifon, 2012;Ilicic & Webster, 2015).…”

Pengaruh Celebrity Endorser’s Credibility Terhadap Self-Brand Connection Dan Brand Evaluation

“…Keller (1993) mengemukakan tentang associative network memory theory yang terdiri dari serangkaian pola dan hubungan. Atribut yang dimiliki celebrity, iklan yang menampilkan celebrity tersebut, produk/brand yang di-endorse, dan pengalaman yang dimiliki konsumen terhadap celebrity merupakan berbagai macam informasi yang ada di dalam maupun di luar ingatan konsumen terhadap celebrity endorser tersebut (Ilicic 2015). Informasi-informasi tersebut yang akan digunakan oleh konsumen saat konsumen melihat celebrity endorser tersebut melakukan proses transfer (McCracken, 1989) terhadap brands tersebut (Till 1998).…”

“…Celebrity endorser bukan hanya sekedar untuk melakukan promosi dan penyampaian pesan saja, tapi celebrity endorser juga harus menggambarkan citra produk atau brand yang di-endorse (Hollensen 2013) agar konsumen mampu melihat endorsement tersebut, mengamati aspek yang terdapat di dalam endorsement tersebut, dan menemukan identitas diri yang tercermin di dalam endorsement tersebut (Ilicic 2015). Oleh karena itu, konsumen yang mempercayai celebrity endorser tersebut akan melihat kembali ke dalam diri setiap konsumen terhadap pesan yang disampaikan melalui celebrity endorser tersebut (Roy dan Jain, 2017).…”