Celebrity Identification Research Articles

Examining process mechanism of celebrity attributes on brand advocacy

PurposeThe study uses the meaning transfer model to integrate celebrity advertising and branding under the broad paradigm of celebrity–brand communication. Specifically, the paper aims to examine the influence of celebrity attributes (authenticity and identification) on brand advocacy and purchase intention through brand personality appeal and brand identification.Design/methodology/approachThe study adopts two scenario-based research designs (involving nonfictitious and fictitious celebrities) for a cross-sectional structural path analysis.FindingsCelebrity authenticity, celebrity identification and celebrity–brand congruency significantly influence brand advocacy and purchase intention, with brand personality appeal and brand identification emerging as effective mediators.Originality/valueThe study highlights how vital brand personality appeal and brand identification are in transferring positive perceptions about a celebrity endorser into brand advocacy and purchase intention. These results will allow marketers to realize the relative influence of celebrity attributes on the partnered brand.

Celebrity Identification and Reasoned Action: An Integrative Model of the Relationship Between Media Use and Breast Cancer Screening Intention

ABSTRACT This study investigates the relationship between media use and breast cancer screening intentions by integrating the celebrity identification model and the theory of reasoned action. It tests an integrative model with survey data from 315 U.S. adult women. The study found that media use for breast cancer information was positively associated with parasocial interaction (PSI) and identification with celebrities who have or have had breast cancer; PSI was positively associated with attitudes, descriptive and injunctive norms in breast cancer screening, while identification with celebrities was positively associated with descriptive norms; attitudes, injunctive norms and descriptive norms were positively associated with breast cancer screening intentions. The study supports the mediating effect of PSI, identification, attitudes, and descriptive and injunctive norms on the association between media use and breast cancer prevention intentions.

Investigating the Role of Credibility of Sports Celebrity Endorsers Influencing Sports Celebrity Identification and Purchase Intention of Endorsed Brands

Investigating the Role of Credibility of Sports Celebrity Endorsers Influencing Sports Celebrity Identification and Purchase Intention of Endorsed Brands

Can warning labels mitigate effects of advertising message claims in celebrity-endorsed Instagram-based electronic cigarette advertisements? Influence on social media users’ E-cigarette attitudes and behavioral intentions

ABSTRACT Electronic cigarette brands are increasingly using social media to advertise their products. This study examined effects of advertising message claim type (reduced risk [‘Healthier than regular cigarettes’], cessation [‘Quit smoking using e-cigarettes’] versus no message claim) and health warning labels (presence versus absence) in celebrity-endorsed Instagram e-cigarette brand advertisements. A 3 × 2 between-subjects experiment was conducted through an online questionnaire, with participants (N = 275) randomly assigned to 1 of 6 experimental conditions. Presence of a health warning label exerted significant main effects on attitude towards the ad, intention to use e-cigarettes, and brand attitude, and interacted with message claim type to affect these dependent measures. Health consciousness, perceived information value, and celebrity identification also significantly moderated between presence of a health warning label and attitude towards the ad, intention to use e-cigarettes, and brand attitude. Presence of health warning labels in social media-based e-cigarette ads may therefore mitigate potential effects of positive advertising claims in these ads. Implications for regulatory agencies and future research are discussed.

Big Star Undercover: The Reinforcing Effect of Attenuated Celebrity Endorsers’ Faces on Consumers’ Brand Memory

This study examines how a disfluent celebrity endorser’s face affects the level of consumer engagement with brand name in the advertisement. Focusing on metacognition theories, results from three experiments and one eye-tracking experiment suggest that as compared with a clear version of celebrity endorser’s face, a blurred or partly covered version will enhance consumers’ brand recall. This study also shows that the reinforcing effect of a disfluent celebrity’s face on brand memory recall is mediated by consumer engagement with the advertisement and moderated by celebrity identification.

Audiences’ Motives for Watching Live Video Streaming

Due to the popularity and low cost of rapid mobile internet connection, live-streaming service is now booming. Some of these users who provide live video shows to the public are famous and known as vloggers or YouTube celebrities. The content of the live show is diverse. Some YouTubers broadcast video of their computer screen when playing an online game; others cook, work out, or put on makeup on camera. Nearly anything from one’s daily life is fair game. The abundant live video streaming content attracts youngsters as well as adults. To understand the viewers’ motivation for watching live video streaming, this study used a self-reporting online questionnaire survey. A total of 374 responses were received and analyzed to ascertain the motives of viewing live video streaming. Based on the empirical survey results, we propose a motivation of YouTuber model composed of four motive categories: leisure, celebrity worship, social connection, and voyeurism. These four categories can be divided into eight motives, including passing time, entertainment, relaxation, celebrity identification, vicarious participation, companionship, social interaction, and voyeurism.

Hijabi celebrification and Hijab consumption in Brunei and Malaysia

ABSTRACT Emphasis on authenticity, everydayness, relatability, ordinariness, and networking on Instagram by the young and ordinary at the expense of their privacy has helped them gain ‘micro-celebrity’ status. Such celebrification is influential in shaping the attitudes of young female Muslims towards perceived quality and status-seeking behaviours. In Brunei and Malaysia, the staggering growth of luxury retail brand, dUCkscarves had mobilised the hijab as a statute of class through the intersectionality of religion and progressiveness. Its founder, Vivy Yusof, an avid blogger turned micro-celebrity had consistently channelled brand reminders of dUCkscarves across the Southeast Asian region through Instagram. This paper looks into the influence of Vivy’s celebrity identification, emotional development, and value development towards ensuing audiences that contributed to her successful celebrification. This paper aims to demonstrate the influence of a hijabi celebrification on hijab consumption in Brunei and Malaysia from the perspectives of Vivy as a micro-celebrity. In so doing, we revealed collectivistic identities, shared voices, a sense of belonging, and overall societal transformation enabled by social media.

Kerrang! magazine and the representation of heavy metal masculinities (1981–95)

Metal magazines have been shown to play a significant role in communicating and shaping heavy metal culture. And, since the masculinist nature of heavy metal is perhaps its most discussed and agreed upon feature, scholars have argued that heavy metal magazines also reproduce masculine hegemony. Focussing on cover images from Kerrang! magazine, this study utilizes a mixed methods approach to examine how heavy metal masculinities are represented over an extended number of issues (from 1981 to 1995). Utilizing existing scholarship on heavy metal magazines and drawing on celebrity identification theory, I argue that many of the prevailing studies that discuss heavy metal masculinities are essentially flawed in their reliance upon particular traits. Instead I show the ways that media images can come to both reproduce and resist masculine gender norms in the context of heavy metal culture. By considering how representations are formed over an extended period and in relation to particular heavy metal icons, I show that certain arguments and assumptions about masculinity and male privilege in heavy metal culture are oversimplified.

A Network Celebrity Identification and Evaluation Model Based on Hybrid Trust Relation

A Network Celebrity Identification and Evaluation Model Based on Hybrid Trust Relation

Evaluation of Near-Duplicate Image Retrieval Algorithms for the Identification of Celebrities in Web Images

Near-duplicate image retrieval is a classical research problem in computer vision, for which a large number of diverse approaches have been proposed. Recent studies have revealed that it can be used as an intermediate step to implement search-based celebrity identification given the existence of huge volume of user-tagged or text-surrounded celebrity images on the web. However, the effectiveness of existing near-duplicate image retrieval methods for such a task still remains unclear. To address this issue, this paper presents a comprehensive study of the existing near-duplicate image retrieval methods in a structural way. Four representatives of the existing methods, i.e. hash signature, mean SSIM, BoVW with SIFT features and ARG, are experimentally evaluated using a self-constructed dataset containing 24762 images of 15 top searched celebrities collected using 6 news search engines and the Google image search engine. The experimental results reveal that, compared with global feature based methods, local feature based ones are usually more appropriate for the task of celebrity identification in web images, as they can deal with partial duplicate and scene similar images better. In particular, BoVW with SIFT features is recommended as it provides the best trade-off between on-line speed and retrieval accuracy.

Celebrity Scandal Fallout: How Attribution Style Can Protect the Sponsor

ABSTRACTAn attribution is an inference about why an event occurred or about a person's disposition or other psychological state. This study is designed to examine the effects of consumers’ attribution styles (i.e., dispositional and situational) and moderating role of celebrity identification and brand commitment in the evaluation of negative information about a celebrity endorser. The study finds that people who make dispositional attributions judge the endorsed brand more negatively than do those who make situational attributions. The findings also suggest that consumers with a higher level of identification with the celebrity are less likely to react negatively to the bad publicity. Finally, the study found that, when faced with a celebrity scandal, people with high brand commitment showed more favorable attitudes toward the brand as well as higher purchase intention than those with low brand commitment.

Effects of Negative Brand Information: Measuring Impact of Celebrity Identification and Brand Commitment

ABSTRACT This study investigates the relationship between negative brand publicity and a celebrity endorser. First, it explores whether identification with a celebrity moderates the relationship between negative brand publicity and evaluation of a celebrity endorser and a brand. Second, it delves into whether consumers’ brand commitment moderates the relationship between negative brand publicity and evaluation of a celebrity endorser and a brand. And the study poses the research question, “Does negative brand information impact consumer evaluation of a celebrity endorser, a brand, and purchase intention?” A 2 × 2 between-subject factorial design was used to test the proposed hypotheses. The two factors are level of identification with a celebrity endorser (low or high identification) and level of brand commitment (low vs. high brand commitment). The study found that negative brand publicity had negative impacts on the celebrity endorser, brand evaluation, and purchase intention.

Implicit Assimilation and Explicit Contrast: A Set/Reset Model of Response to Celebrity Voice‐Overs

An experiment reveals that the relationship between celebrity attitude and attitude toward brands paired with the celebrity’s voice is moderated by identification of the celebrity but only when attitude is measured explicitly. Using explicit measures, celebrity attitude was positively (negatively) related to brand attitude change when the evaluator could not (could) identify the celebrity. This finding is attributed to “resetting,” a correction of the perceived influence from irrelevant cues. On implicit measures, a positive relationship between celebrity and brand attitude was observed regardless of celebrity identification. The disassociation between the explicit and implicit results suggests that resetting requires explicit evaluation.

Media, Celebrities, and Social Influence: Identification With Elvis Presley

The extensive reach of popular culture through global communication systems has given rise to the international celebrity. This study provides insight into the powerful influence that celebrities can have on those who identify closely with their mediated images. An ethnographic study was conducted of 35 Elvis Presley fans, including in-depth interviews of more than 2 dozen popular Elvis impersonators representing a broad demographic of this population. Results indicate that Elvis fans and impersonators develop strong identification with him by consciously role modeling his values and by changing their own lifestyles to emulate him. Based on these findings, we present some formative ideas for developing a theory of celebrity identification. We also discuss important implications of identification with celebrities and present suggestions for future research on accessing their mediated social influence.

RACE, GENDER, AND STATUS: A CONTENT ANALYSIS OF PRINT ADVERTISEMENTS IN FOUR POPULAR MAGAZINES

In this article, we consider the continuation of race gender stereotypes in advertising images by way of the product's suggestive messages, specifically, connotations of higher or lower social status and promises of intangible social rewards (e.g., friendship, appearance, romance). We examined 1, 709 advertisements in magazines whose primary reading audiences differ by race and/or gender: Life, Cosmopolitan, Ebony, and Essence (1988-1990). For the analysis, we created and then compared three dimensions of status (affluent, trendy, and everyday) and five product promises (celebrity identification, sex romance, appearance, marriage family, and good times) as they are modeled by and presented to male, female, Black, and White readers in the magazines examined. We hypothesized that these status-image portrayals differ by race and gender. We found that most ads make use of positive (i.e., high-status) images of Blacks and Whites and women and men and that differences between magazines are more pronounced than differences between models. Some patterns in the use of status and product promises may be suggestive of continued, though subtle, stereotyping.