Abstract
This article introduces the celebrity capital life cycle as a structuring framework for the literature on celebrity endorsement. This framework comprises four stages: acquisition, consolidation, abrupt downfall/slow decline, and redemption/resurgence. The celebrity capital life cycle framework accounts for the ups and downs of celebrities’ career journey through fluctuations in their celebrity capital (i.e., accumulated media visibility; Driessens2013). We provide first a brief overview of the literature highlighting relevant research gaps, followed by an exposition of the conceptual underpinnings of the celebrity capital life cycle. We then develop future research directions for each stage of the celebrity capital life cycle that address the existing knowledge gaps.
| Original language | English |
|---|---|
| Pages (from-to) | 61-71 |
| Number of pages | 11 |
| Journal | Journal of Advertising |
| Volume | 48 |
| Issue number | 1 |
| DOIs | |
| Publication status | Published - 2019 |
Cite this
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The celebrity capital life cycle : a framework for future research directions on celebrity endorsement. / Carrillat, François A.; Ilicic, Jasmina.
In: Journal of Advertising, Vol. 48, No. 1, 2019, p. 61-71.Research output: Contribution to journal › Article › Other › peer-review
TY - JOUR
T1 - The celebrity capital life cycle
T2 - a framework for future research directions on celebrity endorsement
AU - Carrillat, François A.
AU - Ilicic, Jasmina
PY - 2019
Y1 - 2019
N2 - This article introduces the celebrity capital life cycle as a structuring framework for the literature on celebrity endorsement. This framework comprises four stages: acquisition, consolidation, abrupt downfall/slow decline, and redemption/resurgence. The celebrity capital life cycle framework accounts for the ups and downs of celebrities’ career journey through fluctuations in their celebrity capital (i.e., accumulated media visibility; Driessens2013). We provide first a brief overview of the literature highlighting relevant research gaps, followed by an exposition of the conceptual underpinnings of the celebrity capital life cycle. We then develop future research directions for each stage of the celebrity capital life cycle that address the existing knowledge gaps.
AB - This article introduces the celebrity capital life cycle as a structuring framework for the literature on celebrity endorsement. This framework comprises four stages: acquisition, consolidation, abrupt downfall/slow decline, and redemption/resurgence. The celebrity capital life cycle framework accounts for the ups and downs of celebrities’ career journey through fluctuations in their celebrity capital (i.e., accumulated media visibility; Driessens2013). We provide first a brief overview of the literature highlighting relevant research gaps, followed by an exposition of the conceptual underpinnings of the celebrity capital life cycle. We then develop future research directions for each stage of the celebrity capital life cycle that address the existing knowledge gaps.
UR - http://www.scopus.com/inward/record.url?scp=85063234763&partnerID=8YFLogxK
U2 - 10.1080/00913367.2019.1579689
DO - 10.1080/00913367.2019.1579689
M3 - Article
VL - 48
SP - 61
EP - 71
JO - Journal of Advertising
JF - Journal of Advertising
SN - 0091-3367
IS - 1
ER -