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Forty-five years of celebrity credibility and endorsement literature: Review and learnings

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  • Halder, Deepa
  • Pradhan, Debasis
  • Roy Chaudhuri, Himadri

Abstract

Celebrity credibility constitutes a significant portion of the celebrity brand endorsement literature. While this field of research is mature with a rich history of 45 years, it lacks a bibliometric analysis that traces its evolution. We address this gap by conducting a structured and bibliometric review of the literature. Through this hybrid review, we highlight the most cited articles, authors, journals, theories, methodologies, and sub-research themes in this body of knowledge. Our findings demonstrate that this research area is inter-disciplinary and significantly influences research within and beyond the business context. We identify a shift in credibility literature towards the digital media context. Further, this review indicates that a comprehensive sub-discipline of celebrity endorsement underlies the evolved literature of brand communication. Finally, we present an antecedent-consequence framework of source credibility. We conclude with theoretical contributions, managerial implications, and future research propositions using the Theory, Method, and Context (TMC) framework.

Suggested Citation

  • Halder, Deepa & Pradhan, Debasis & Roy Chaudhuri, Himadri, 2021. "Forty-five years of celebrity credibility and endorsement literature: Review and learnings," Journal of Business Research, Elsevier, vol. 125(C), pages 397-415.
    • Handle: RePEc:eee:jbrese:v:125:y:2021:i:c:p:397-415
    DOI: 10.1016/j.jbusres.2020.12.031
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