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Celebrity endorsement: Conceptual clarifications, critical review, and future research perspectives
[L’endossement par les célébrités : clarifications conceptuelles, synthèse critique et perspectives de recherche]

Author

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  • Laure Ambroise

    (COACTIS - COnception de l'ACTIon en Situation - UL2 - Université Lumière - Lyon 2 - UJM - Université Jean Monnet - Saint-Étienne, UL2 - Université Lumière - Lyon 2)

  • Noël Albert

    (Kedge BS - Kedge Business School)

Abstract

Although the literature on celebrity endorsement is abundant and complex, few studies have provided a review of this issue. Our article thus seeks to complement this dearth of studies by presenting a critical, prospective, and innovative review on the celebrity endorsement literature. Paying special attention to current management practices, we will first build on the concepts of endorsement and celebrity. Second, we will focus on the mechanisms of the effectiveness of celebrity endorsement and highlight their limitations. We will also propose a theoretical framework which suggests that considering consumers' relationships with both the brand and the celebrity may provide complementary information on the effects of celebrity endorsement. Finally, we will broaden the traditional view of the usual effects of endorsement by analyzing its consequences for both the celebrity and the consumer. Through this article, we hope to help build upon existing scholarship and reinvigorate the academic vision of celebrity endorsement.

Suggested Citation

  • Laure Ambroise & Noël Albert, 2019. "Celebrity endorsement: Conceptual clarifications, critical review, and future research perspectives [L’endossement par les célébrités : clarifications conceptuelles, synthèse critique et perspectiv," Post-Print hal-04879198, HAL.
    • Handle: RePEc:hal:journl:hal-04879198
    DOI: 10.1177/0767370119857337
    Note: View the original document on HAL open archive server: https://hal.science/hal-04879198v1
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    References listed on IDEAS

    as
    1. Napoli, Julie & Dickinson, Sonia J. & Beverland, Michael B. & Farrelly, Francis, 2014. "Measuring consumer-based brand authenticity," Journal of Business Research, Elsevier, vol. 67(6), pages 1090-1098.
    2. George E. Newman & Gil Diesendruck & Paul Bloom, 2011. "Celebrity Contagion and the Value of Objects," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 38(2), pages 215-228.
    3. Laure Ambroise & Noel Albert & Pierre Valette-Florence & Gaelle Pantin-Sohier, 2014. "From endorsement to celebrity co-branding: personality transfer," Post-Print hal-02128446, HAL.
    4. L. Ambroise & Gaëlle Pantin-Sohier & Pierre Valette-Florence & N. Albert, 2014. "From endorsement to celebrity co-branding: Personality transfer," Post-Print halshs-01064057, HAL.
    5. Laure Ambroise & Gaëlle Pantin-Sohier & Pierre Valette-Florence & Noel Albert, 2014. "From endorsement to celebrity co-branding: personality transfer," Post-Print hal-01963442, HAL.
    Full references (including those not matched with items on IDEAS)

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