Celebrity endorsement, theories, models, existing literature and corporate identity, image and reputation

Shahzeb Hussain

doi:10.4324/9781003080572-24

Celebrity endorsement, theories, models, existing literature and corporate identity, image and reputation

Shahzeb Hussain^*

^*Corresponding author for this work

Marketing Operations and Systems Department

Research output: Chapter in Book/Report/Conference proceeding › Chapter › peer-review

1 Citation (Scopus)

Abstract

This chapter starts with a brief introduction on celebrity endorsement. Next, it covers outstanding models on the topic, followed by commonly used theories, studies done on celebrity negative publicity, effects of demographics on celebrity endorsement, use of celebrity endorsement in social media, effects of celebrity endorsement on corporate identity, image and reputation and finally, provides details on potential future contributions.

Original language	English
Title of host publication	Building Corporate Identity, Image and Reputation in the Digital Era
Editors	T. C. Melewar, Charles Dennis, Pantea Foroudi
Place of Publication	London
Publisher	Taylor & Francis
Chapter	20
Pages	515-533
Number of pages	19
Edition	1st
ISBN (Electronic)	9781000382174
ISBN (Print)	9780367531249
DOIs	https://doi.org/10.4324/9781003080572-24
Publication status	Published - 30 Jul 2021

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10.4324/9781003080572-24

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Celebrity endorsement, theories, models, existing literature and corporate identity, image and reputation. / Hussain, Shahzeb.
Building Corporate Identity, Image and Reputation in the Digital Era. ed. / T. C. Melewar; Charles Dennis; Pantea Foroudi. 1st. ed. London: Taylor & Francis, 2021. p. 515-533.

Research output: Chapter in Book/Report/Conference proceeding › Chapter › peer-review

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Celebrity endorsement, theories, models, existing literature and corporate identity, image and reputation

Abstract

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