Consumer values of corporate and celebrity brand associations

Jasmina Ilicic, Cynthia M Webster

Research output: Contribution to journalArticleResearchpeer-review

9 Citations (Scopus)

Abstract

Purpose-This study aims to explore consumer brand associations and values derived from a corporate brand and a celebrity brand endorser prior to their endorsement. Design/methodology/approach-This study uses both hierarchical value mapping and brand concept mapping (BCM) to identify brand attributes that translate to personal meaning for consumers and then to identify whether these attributes are encompassed by a specific brand. Findings-Results from brand concept maps and hierarchical value maps show consumers value accessibility and customer service in financial corporate brands. Consumers value expertise in celebrity brands and respect success in both corporate and celebrity brands. A central finding is the importance of brand authenticity. Corporate brand authenticity establishes a sense of security and assists in the development of brand relationships. Celebrity brand authenticity creates consumer attention and enhances celebrity trustworthiness aiding in the development of a consumer-celebrity brand relationship. Research limitations/implications-The findings have implications for corporate brands utilizing celebrity endorsers. In terms of strategic positioning, corporate brands need to center their marketing communications on desired brand associations at the core of both the corporate and celebrity brand that translate to personal meaning for consumers. Originality/value-This study uses a combined theoretical and methodological approach, drawing on associative network theory and means-end chain theory, and BCM and hierarchical value mapping methods, respectively, to understand and uncover personal meaning or value derived from brand associations.
Original languageEnglish
Pages (from-to)164 - 187
Number of pages24
JournalQualitative Market Research
Volume18
Issue number2
DOIs
Publication statusPublished - 2015

Cite this

Ilicic, Jasmina ; Webster, Cynthia M. / Consumer values of corporate and celebrity brand associations. In: Qualitative Market Research. 2015 ; Vol. 18, No. 2. pp. 164 - 187.
@article{7c4928781c3346afbfabf98b73dee1b2,
title = "Consumer values of corporate and celebrity brand associations",
abstract = "Purpose-This study aims to explore consumer brand associations and values derived from a corporate brand and a celebrity brand endorser prior to their endorsement. Design/methodology/approach-This study uses both hierarchical value mapping and brand concept mapping (BCM) to identify brand attributes that translate to personal meaning for consumers and then to identify whether these attributes are encompassed by a specific brand. Findings-Results from brand concept maps and hierarchical value maps show consumers value accessibility and customer service in financial corporate brands. Consumers value expertise in celebrity brands and respect success in both corporate and celebrity brands. A central finding is the importance of brand authenticity. Corporate brand authenticity establishes a sense of security and assists in the development of brand relationships. Celebrity brand authenticity creates consumer attention and enhances celebrity trustworthiness aiding in the development of a consumer-celebrity brand relationship. Research limitations/implications-The findings have implications for corporate brands utilizing celebrity endorsers. In terms of strategic positioning, corporate brands need to center their marketing communications on desired brand associations at the core of both the corporate and celebrity brand that translate to personal meaning for consumers. Originality/value-This study uses a combined theoretical and methodological approach, drawing on associative network theory and means-end chain theory, and BCM and hierarchical value mapping methods, respectively, to understand and uncover personal meaning or value derived from brand associations.",
author = "Jasmina Ilicic and Webster, {Cynthia M}",
year = "2015",
doi = "10.1108/QMR-06-2013-0037",
language = "English",
volume = "18",
pages = "164 -- 187",
journal = "Qualitative Market Research",
issn = "1352-2752",
publisher = "Emerald",
number = "2",

}

Consumer values of corporate and celebrity brand associations. / Ilicic, Jasmina; Webster, Cynthia M.

In: Qualitative Market Research, Vol. 18, No. 2, 2015, p. 164 - 187.

Research output: Contribution to journalArticleResearchpeer-review

TY - JOUR

T1 - Consumer values of corporate and celebrity brand associations

AU - Ilicic, Jasmina

AU - Webster, Cynthia M

PY - 2015

Y1 - 2015

N2 - Purpose-This study aims to explore consumer brand associations and values derived from a corporate brand and a celebrity brand endorser prior to their endorsement. Design/methodology/approach-This study uses both hierarchical value mapping and brand concept mapping (BCM) to identify brand attributes that translate to personal meaning for consumers and then to identify whether these attributes are encompassed by a specific brand. Findings-Results from brand concept maps and hierarchical value maps show consumers value accessibility and customer service in financial corporate brands. Consumers value expertise in celebrity brands and respect success in both corporate and celebrity brands. A central finding is the importance of brand authenticity. Corporate brand authenticity establishes a sense of security and assists in the development of brand relationships. Celebrity brand authenticity creates consumer attention and enhances celebrity trustworthiness aiding in the development of a consumer-celebrity brand relationship. Research limitations/implications-The findings have implications for corporate brands utilizing celebrity endorsers. In terms of strategic positioning, corporate brands need to center their marketing communications on desired brand associations at the core of both the corporate and celebrity brand that translate to personal meaning for consumers. Originality/value-This study uses a combined theoretical and methodological approach, drawing on associative network theory and means-end chain theory, and BCM and hierarchical value mapping methods, respectively, to understand and uncover personal meaning or value derived from brand associations.

AB - Purpose-This study aims to explore consumer brand associations and values derived from a corporate brand and a celebrity brand endorser prior to their endorsement. Design/methodology/approach-This study uses both hierarchical value mapping and brand concept mapping (BCM) to identify brand attributes that translate to personal meaning for consumers and then to identify whether these attributes are encompassed by a specific brand. Findings-Results from brand concept maps and hierarchical value maps show consumers value accessibility and customer service in financial corporate brands. Consumers value expertise in celebrity brands and respect success in both corporate and celebrity brands. A central finding is the importance of brand authenticity. Corporate brand authenticity establishes a sense of security and assists in the development of brand relationships. Celebrity brand authenticity creates consumer attention and enhances celebrity trustworthiness aiding in the development of a consumer-celebrity brand relationship. Research limitations/implications-The findings have implications for corporate brands utilizing celebrity endorsers. In terms of strategic positioning, corporate brands need to center their marketing communications on desired brand associations at the core of both the corporate and celebrity brand that translate to personal meaning for consumers. Originality/value-This study uses a combined theoretical and methodological approach, drawing on associative network theory and means-end chain theory, and BCM and hierarchical value mapping methods, respectively, to understand and uncover personal meaning or value derived from brand associations.

U2 - 10.1108/QMR-06-2013-0037

DO - 10.1108/QMR-06-2013-0037

M3 - Article

VL - 18

SP - 164

EP - 187

JO - Qualitative Market Research

JF - Qualitative Market Research

SN - 1352-2752

IS - 2

ER -