In for a penny, in for a pound?

Detalhes bibliográficos
Autor(a) principal: Scheidt, Stefan
Data de Publicação: 2018
Outros Autores: Gelhard, Carsten, Strotzer, Juliane, Henseler, Joerg
Tipo de documento: Artigo
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: https://doi.org/10.1108/JPBM-07-2016-1265
Resumo: Scheidt, S., Gelhard, C., Strotzer, J., & Henseler, J. (2018). In for a penny, in for a pound? Exploring mutual endorsement effects between celebrity CEOs and corporate brands. Journal of Product and Brand Management, 27(2), 203-220. DOI: 10.1108/JPBM-07-2016-1265
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spelling In for a penny, in for a pound?Exploring mutual endorsement effects between celebrity CEOs and corporate brandsCelebrity CEOCelebrity endorsementCorporate brandExperimentMeaning transferPersonal brandingStrategy and ManagementManagement of Technology and InnovationScheidt, S., Gelhard, C., Strotzer, J., & Henseler, J. (2018). In for a penny, in for a pound? Exploring mutual endorsement effects between celebrity CEOs and corporate brands. Journal of Product and Brand Management, 27(2), 203-220. DOI: 10.1108/JPBM-07-2016-1265Purpose: While the branding of individuals has attracted increasing attention from practitioners in recent decades, understanding of personal branding still remains limited, especially with regard to the branding of celebrity CEOs. To contribute to this debate, this paper aims to explore the co-branding of celebrity CEOs and corporate brands, integrating endorsement theory and the concept of meaning transfer at a level of brand attributes. Design/methodology/approach: A between-subjects true experimental design was chosen for each of the two empirical studies with a total of 268 participants, using mock newspaper articles about a succession scenario at the CEO level of different companies. The study is designed to analyse the meaning transfer from celebrity CEO to corporate brand and vice versa using 16 personality attributes. Findings: This study gives empirical support for meaning transfer effects at the brand attribute level in both the celebrity-CEO-to-corporate-brand and corporate-brand-to-celebrity-CEO direction, which confirms the applicability of the concept of brand endorsement to celebrity CEOs and the mutuality in co-branding models. Furthermore, a more detailed and expansive perspective on the definition of endorsement is provided as well as managerial guidance for building celebrity CEOs and corporate brands in consideration of meaning transfer effects. Originality/value: This study is one of only few analysing the phenomenon of meaning transfer between brands that focus on non-evaluative associations (i.e. personality attributes). It is unique in its scope, insofar as the partnering relationship between celebrity CEOs and corporate brands have not been analysed empirically from this perspective yet. It bridges the gap between application in practice and the academic foundations, and it contributes to a broader understanding and definition of celebrity endorsement.NOVA Information Management School (NOVA IMS)Information Management Research Center (MagIC) - NOVA Information Management SchoolRUNScheidt, StefanGelhard, CarstenStrotzer, JulianeHenseler, Joerg2018-05-07T22:15:00Z2018-01-012018-01-01T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/article18application/pdfhttps://doi.org/10.1108/JPBM-07-2016-1265eng1061-0421PURE: 4100344http://www.scopus.com/inward/record.url?scp=85044202395&partnerID=8YFLogxKhttps://doi.org/10.1108/JPBM-07-2016-1265info:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-03-11T04:19:36Zoai:run.unl.pt:10362/36190Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:30:24.455718Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv In for a penny, in for a pound?
Exploring mutual endorsement effects between celebrity CEOs and corporate brands
title In for a penny, in for a pound?
spellingShingle In for a penny, in for a pound?
Scheidt, Stefan
Celebrity CEO
Celebrity endorsement
Corporate brand
Experiment
Meaning transfer
Personal branding
Strategy and Management
Management of Technology and Innovation
title_short In for a penny, in for a pound?
title_full In for a penny, in for a pound?
title_fullStr In for a penny, in for a pound?
title_full_unstemmed In for a penny, in for a pound?
title_sort In for a penny, in for a pound?
author Scheidt, Stefan
author_facet Scheidt, Stefan
Gelhard, Carsten
Strotzer, Juliane
Henseler, Joerg
author_role author
author2 Gelhard, Carsten
Strotzer, Juliane
Henseler, Joerg
author2_role author
author
author
dc.contributor.none.fl_str_mv NOVA Information Management School (NOVA IMS)
Information Management Research Center (MagIC) - NOVA Information Management School
RUN
dc.contributor.author.fl_str_mv Scheidt, Stefan
Gelhard, Carsten
Strotzer, Juliane
Henseler, Joerg
dc.subject.por.fl_str_mv Celebrity CEO
Celebrity endorsement
Corporate brand
Experiment
Meaning transfer
Personal branding
Strategy and Management
Management of Technology and Innovation
topic Celebrity CEO
Celebrity endorsement
Corporate brand
Experiment
Meaning transfer
Personal branding
Strategy and Management
Management of Technology and Innovation
description Scheidt, S., Gelhard, C., Strotzer, J., & Henseler, J. (2018). In for a penny, in for a pound? Exploring mutual endorsement effects between celebrity CEOs and corporate brands. Journal of Product and Brand Management, 27(2), 203-220. DOI: 10.1108/JPBM-07-2016-1265
publishDate 2018
dc.date.none.fl_str_mv 2018-05-07T22:15:00Z
2018-01-01
2018-01-01T00:00:00Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
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status_str publishedVersion
dc.identifier.uri.fl_str_mv https://doi.org/10.1108/JPBM-07-2016-1265
url https://doi.org/10.1108/JPBM-07-2016-1265
dc.language.iso.fl_str_mv eng
language eng
dc.relation.none.fl_str_mv 1061-0421
PURE: 4100344
http://www.scopus.com/inward/record.url?scp=85044202395&partnerID=8YFLogxK
https://doi.org/10.1108/JPBM-07-2016-1265
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eu_rights_str_mv openAccess
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