Celebrity brand value

using the MECCAS model to evaluate celebrity endorsement advertising strategy

Jasmina Ilicic, Cynthia M. Webster

Research output: Chapter in Book/Report/Conference proceedingConference proceeding contribution

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 languageEnglish
Title of host publicationANZMAC 2011
Subtitle of host publicationconference proceedings : Marketing in the age of consumerism : Jekyll or Hyde?
Place of PublicationPerth
PublisherANZMAC2011 Conference
Number of pages8
ISBN (Print)9780646563305
Publication statusPublished - 2011
EventAustralian and New Zealand Marketing Academy Conference (2011) - Perth
Duration: 28 Nov 201130 Nov 2011

Conference

ConferenceAustralian and New Zealand Marketing Academy Conference (2011)
CityPerth
Period28/11/1130/11/11

Keywords

  • celebrity brands
  • brand value
  • laddering
  • MECCAS model
  • authenticity

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    Ilicic, J., & Webster, C. M. (2011). Celebrity brand value: using the MECCAS model to evaluate celebrity endorsement advertising strategy. In ANZMAC 2011: conference proceedings : Marketing in the age of consumerism : Jekyll or Hyde? Perth: ANZMAC2011 Conference.