The equity effect of product endorsement by celebrities

Abstract

Purpose – The purpose of this study is to outline a conceptual framework that can be used to organise and guide future research into how celebrity product endorsement creates equity for both the endorsed product-brand and the endorsing celebrity. Design/methodology/approach – The theoretical perspective adopted in this study is that celebrity product endorsement is a form of co-branding. Findings – The central thesis is that both endorser image and brand image serve as mediators in the equity-creation process of celebrity product endorsement. Originality/value – Research contributions and directions for future research are provided.