Open figure viewer
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.
© Emerald Group Publishing Limited
2007
You do not currently have access to this content.
