Celebrity Endorsements and Beyond: New Avenues for Celebrity Branding

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Meaning transfer in celebrity endorsement and co-branding: meaning valence, association type, and brand awareness (2021, background): “…with celebrities entails deeper and more extensive involvement of the celebrity via a new product line that explicitly carries the identities of both the product brand and the celebrity co-creator (Keel and Nataraajan 2012), such as Kanye West’s Yeezy x Adidas and Rhianna’s FENTY x PUMA.”
The Impact of Celebrity Endorsement on Consumer Purchase Intention: An Emerging Market Perspective (2019, background): “As such, the benefits of celebrity endorsement practices by firms are well documented in the literature (Choi & Rifon, 2012; Keel & Nataraajan, 2012).”
Celebrity endorsements: a literature review and research agenda (2016, background): “For example, celebrities include brand names or pictures of brands in their Twitter postings (Wood and Burkhalter 2014) and there is a plethora of celebrity branded products (Keel and Nataraajan 2012).”
Celebrity influences on consumer decision making: new insights and research directions (2019, background): “Hence, Keel and Nataraajan (2012) call for studies which address the role of celebrities beyond the celebrity endorsement field.”