Ask not what the celebrity can do for the product brand: ask what the product can do for the celebrity brand

Abstract

For decades, the research of celebrities in marketing has centred on what celebrities can do for marketed product brands. Recently, celebrities are becoming high-equity brands themselves and the traditional research paradigm... [ view full abstract ]

Authors

  1. Geoff Alcock (Coventry University)
  2. Ali Baig (Coventry University)

Topic Area

Brand, Identity & Corporate Reputation Track: Click here for the Brand, Identity & Corpora

Session

PT2-BICR4 » Brand, Identity & Corporate Reputation (09:30 - Thursday, 9th July)

Paper

AM2015-Celebrity_Co-branding_Article_Final.pdf

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