An Examination of Contemporary Celebrity\ud Endorsement in Fashion

Article English OPEN
Wigley, Stephen M. (2015)
  • Publisher: The Korean Society of Costume
  • Subject: AI | AZ

This paper examines the contemporary relationship between fashion brands and celebrities. Noting the historic role of celebrities in fashion and their current prevalence in the industry, the paper moves beyond discussion of the motives and effectiveness of celebrity endorsement, and instead explores its nature and practice in the fashion sector. The paper proposes a new definition of celebrity endorsement in fashion, offers a classification of celebrities involved in fashion brand endorsement, and presents a typology examining the contemporary means by which a fashion brand may collaborate with celebrities. The typology is defined in context of the nature, length and cost to the brand of the relationship between it and the celebrity. The methodology uses secondary sources and qualitative primary research in an exploratory agenda in order to propose conclusions and suggest ideas for further research.
  • References (60)
    60 references, page 1 of 6

    Agrawal, J., & Kamakura, W. A. (1995). The economic worth of celebrity endorsers: An event study analysis. The Journal of Marketing, 59(3), 56-62.

    Ang, L. and Dubelaar, C. (2006). Explaining celebrity match-up: Co-activation theory of dominant support. Advances in Consumer Research, 7, 378-384.

    Barney, J. B. (1995). Looking inside for competitive advantage. The Academy of Management Executive, 9(4). 49-61.

    Barron, L. (2007). The habitus of Elizabeth Hurley: Celebrity, fashion, and identity branding. Fashion Theory: The Journal of Dress, Body & Culture, 11(4). 443-461.

    Batra, R., & Homer, P. M. (2004). The situational impact of brand image beliefs. Journal of Consumer Psychology, 14(3). 318-330.

    Bergström, C. and Skärfstad, R. (2004). Celebrity Endorsement - Case Study of J.Lindeberg (BSc Dissertation). Retrieved April 4 2015 from Boorstin, D.J. (1962). The Image, or What Happened to the American Dream. New York, NY: Atheneum.

    Bush, A. J., Martin, C. A., & Bush, V. D. (2004). Sports celebrity influence on the behavioral intentions of generation Y. Journal of Advertising Research, 44(01). 108-118.

    Carroll, A. (2009). Brand communications in fashion categories using celebrity endorsement, Brand Management. 17(2). 146-158.

    Ceballos, L. M., & Villegas, J. (2015). Use of Archetypes in the Colombian Fashion Industry. In Dato-on, M.C. The Sustainable Global Marketplace. London, UK: Springer International Publishing.

    Chakraborty, S. K., & Agrawal, M. (2010). Impact of Celebrity Endorsements on Overall Brand.

  • Metrics
    views in OpenAIRE
    views in local repository
    downloads in local repository

    The information is available from the following content providers:

    From Number Of Views Number Of Downloads
    University of Huddersfield Repository - IRUS-UK 0 572
Share - Bookmark