Abstract
This study explores what consumers‟ value from celebrity brands for the evaluation of an actual campaign featuring Jerry Seinfeld as the endorser for the Greater Building Society. Using a laddering method, we identify the attributes, consequences and values of celebrity endorsers. The MECCAS model is then used to evaluate the advertisements featuring the endorsement which link the celebrity brand desired attributes of authenticity, expertise and success to the consequence of trustworthiness and to personal value, in terms of a consumer-celebrity brand relationship. By using a combination of methods brand managers are able to position celebrity endorsers strategically to activate consumer values and develop a consumer-celebrity brand relationship.
| Original language | English |
|---|---|
| Title of host publication | ANZMAC 2011 |
| Subtitle of host publication | conference proceedings : Marketing in the age of consumerism : Jekyll or Hyde? |
| Place of Publication | Perth |
| Publisher | ANZMAC2011 Conference |
| Number of pages | 8 |
| ISBN (Print) | 9780646563305 |
| Publication status | Published - 2011 |
| Event | Australian and New Zealand Marketing Academy Conference (2011) - Perth Duration: 28 Nov 2011 → 30 Nov 2011 |
Conference
| Conference | Australian and New Zealand Marketing Academy Conference (2011) |
|---|---|
| City | Perth |
| Period | 28/11/11 → 30/11/11 |
Keywords
- celebrity brands
- brand value
- laddering
- MECCAS model
- authenticity