Beyond Endorsement – A Case Study of Celebrity Product Branding

This study extends current understanding of celebrity activity within marketing, going beyond endorsement to explore an alliance between a celebrity and firm to create a celebrity product brand. The study extends endorsement... [ view full abstract ]

This study extends current understanding of celebrity activity within marketing, going beyond endorsement to explore an alliance between a celebrity and firm to create a celebrity product brand. The study extends endorsement literature as the characteristics that make a successful celebrity endorser may sufficiently apply when entering a long-term strategic partnership, or shared equity joint venture with a celebrity. Alliance literature provides a framework to explore areas of appropriate governance and how the relationship is built and operationalised within this non-traditional form of venture.

In doing so, the study will explore the nature of the role of the celebrity within such alliances, contributing a deeper understanding into their competency in the creation of their own product brands. The study employs a case study approach, offering unique access to all stakeholders within a celebrity and firm joint venture. The research is currently ongoing, and therefore the data analysis, findings and conclusions are, at present, work in progress.