Celebrity capital refers to the celebrity's level and frequency of media visibility and consists of four stages: acquisition, consolidation, decline and resurgence. Two between-subject experiments with non-student respondents find that consolidation-stage endorsers are the most effective in positively influencing consumer evaluations, followed by acquisition-stage endorsers. Advertisements featuring decline-stage celebrities are no different from endorser-less ads. Furthermore, while consolidation-stage celebrities are more effective for unfamiliar brands, acquisition-stage celebrities are as effective as consolidation celebrities for familiar brands. Our findings suggest that brands should only retain consolidation or acquisition-stage endorsers.
- Exploring Celebrity Capital Life Cycle's Impact on Endorsement Effectiveness: How Stars Rise, Shine, and Fizzle for Familiar and Unfamiliar Brands
- Pretty Sharma - Management Development InstituteAstrid L. Keel - University of La VerneSubhadip Roy - Indian Institute of Management Ahmedabad
- Journal of advertising research, pp.1-30
- Taylor & Francis
- 20
- 991004373502306311
- Marketing and Law
- English
- Journal article