Measuring Celebrity Equity: Unearthing the Consumer Knowledge Structure Associations

Abstract

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.

Celebrity Endorsement and the Attitude Towards Luxury Brands for Sustainable Consumption

“…Research has found that celebrity endorsers are more effective than various other types of endorsement techniques in creating brand awareness [27,30]. Despite the importance of this relationship, only a little evidence has been found on examining the effect of celebrity endorsement on brand sustainability awareness [31,32]. Therefore, the next hypothesis is: Hypothesis 3b.…”

“…In this study celebrity and brand represent nodes, which are interlinked and associated to each other, such that when consumers think of a celebrity, they may actually think of the endorsed brand, and vice versa [24]. This linking could provide a desirable association conducive to the creation of brand awareness and brand value [32].…”

“…Research on celebrity endorsement effect on luxury brands is not extensive. Stafford et al [77] and Spry et al [32] suggested that the effectiveness of a celebrity endorsement can create credibility for a luxury brand. Okonkwo [76] suggested that celebrity endorsement is a great brand awareness creation tool, which can transfer the personality and status to the luxury brands' image.…”

“…This paper used the scale measurement from earlier studies, recognised to be psychometrically sound [106,107]. Celebrity credibility is measured based on three constructs (i) attractiveness, (ii) trustworthiness, and (iii) expertise [32,108]. Familiarity is tested through three items based on Spy et al's [32] study.…”

“…They pursue to focus on rarity, excellent quality and artisanship, while incorporating enhancing purchases [27], impacting on loyalty [28], and improving product sales [29]. Recent research shows that celebrity credibility enhances brand image [30], brand credibility [31], brand equity [32], corporate credibility, and corporate image [33]. Despite these studies, current research shows that very little research work has been done on celebrity credibility [34], luxury brand value, brand awareness, and familiarity, and further their effects on attitudinal and behavioural constructs.…”