The production and consumption activities relating to the celebrity artist

Abstract

This paper develops the work of Kerrigan et al. (2011) by considering the impact of the celebrity artist on the associated production and consumption activities. It also considers the role which entrepreneurial marketing plays in helping to create the celebrity artist aura. The artist Thomas Kinkade is used to illustrate how this occurs in practice. Here, authenticity and nostalgia dimensions are also influential factors. Underpinning these relationships are the roles played out by the media, including communication of celebrity artist identity, and the catalysing of its commodification within the celebrity artist brandscape. An enduring celebrity brand results due to the market creation activities of the celebrity artist. A conceptual model is developed which synthesises the factors behind the production and consumption of the celebrity artist which can stimulate further research.This paper provides innovative insight into the world of the celebrity artist by interrogating the market making and shaping devices behind successful production and consumption practices.

In for a penny, in for a pound? Exploring mutual endorsement effects between celebrity CEOs and corporate brands

“…The suggestion of professional skills that are needed in general for self-branding (Fillis, 2015) is also extended in that the celebrity CEO perceived as professional indeed reveals a meaning transfer effect with the corporate brand. Furthermore, the study at hand provides evidence to support the assumption that the fame of a CEO is inextricably linked with the corporate (Bendisch et al, 2013).…”

“…The fraying of the categorical terminology mirrors both the loss of accurate distinctions between human roles in post-modernism and the economic law that the demand for and manufacturing of new celebrities lead to new celebrity categories beyond movie stars, singers, entertainers or sports stars (Fillis, 2015;Furedi, 2010;Kerrigan et al, 2011;Lunardo et al, 2015;Moulard et al, 2015). Celebrity CEOs constitute an additional celebrity category that gains increasing attention in media and substantially impacts on business and society.…”

“…Celebrity researchers distinguish between professional or on-field skills and marketing or off-field skills, stating that both are needed in general for self-branding (Fillis, 2015). Additionally, professionals are subject to strict codes of conduct, enshrining rigorous ethical and moral obligations, which apply to both the celebrity CEO and the corporate.…”

“…Two or more individual brands, products, or other distinct proprietary assets are in combination; a co-brand may positively influence quality perceptions of unobservable product attributes of a partner brand Close et al (2011), Fillis (2015, Fournier (2010), Parmentier and Fischer (2012), Preece and Kerrigan, (2015), Speed et al (2015), Swaminathan et al (2012) The partnering between a celebrity CEO and a corporate brand implies that specific attributes spill over from each brand to the other and thus have an impact on perception of the celebrity CEO and the corporate brand, respectively Brand alliance A brand is presented in the context of another brand and vice versa to form a synergistic alliance Erevelles et al (2008), Gammoh andVoss (2011), Park et al (1996), Rao and Ruekert (1994), Rodrigue and Biswas (2004), Simonin and Ruth (1998) A celebrity CEO-corporate brand combination will create an impact on each party's brand and will shape attitudes towards the alliance…”

“…Introduction that also include artists (Fillis, 2015;Preece and Kerrigan, 2015), politicians (Speed et al, 2015) and business personalities such as Carly Fiorina (Johnson, 2008) or Richard Branson (Rein et al, 2006). In particular, celebrity CEOs are gaining increasing attention in management and marketing research.…”