Please use this identifier to cite or link to this item:
https://hdl.handle.net/2440/75057
Type: | Conference paper |
Title: | Celebrity brand value: using the MECCAS model to evaluate celebrity endorsement advertising strategy |
Author: | Ilicic, J. Webster, C. |
Citation: | Proceedings of Australia & New Zealand Marketing Academy Conference : Marketing in the Age of Consumerism : 28-30 November, 2011, Perth, WA : pp. 1-8. |
Publisher: | Edith Cowan University |
Publisher Place: | Perth |
Issue Date: | 2011 |
ISBN: | 9780646563305 |
Conference Name: | Australian and New Zealand Marketing Academy Conference (2011 : Perth, W.A.) |
Statement of Responsibility: | Jasmina Ilicic, Cynthia M. Webster |
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. |
Keywords: | Celebrity brands brand value laddering MECCAS model authenticity |
Rights: | Copyright status unknown |
Description (link): | http://anzmac.info/conference/2011-proceedings/ |
Published version: | http://anzmac.org/conference/2011/Papers%20by%20Presenting%20Author/Ilicic,%20Jasmina%20Paper%20029.pdf |
Appears in Collections: | Aurora harvest Business School publications |
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