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Determinants of celebrity-owned brands leveraging price premium

Gaganpreet Singh (Department of Marketing, National Institute of Industrial Engineering (NITIE), Mumbai, India)
Neeraj Pandey (Department of Marketing, National Institute of Industrial Engineering (NITIE), Mumbai, India)

Journal of Fashion Marketing and Management

ISSN: 1361-2026

Article publication date: 10 July 2017

Abstract

Purpose

The purpose of this paper is to investigate the celebrity-brand association from a different perspective.

Design/methodology/approach

This study uses exploratory factor analysis, confirmatory factor analysis, and binary logistic regression.

Findings

This study conceptualizes celebrity-owned brands (COBs). It statistically validates the complimentary and synergistic effects of six inter-related but distinct factors that are likely to influence a buyer’s willingness to pay price premium for COBs.

Originality/value

This study makes a novel attempt by analysing the celebrity-brand relationship from a different perspective. The paper deviates from the traditional and widely researched linkage of a celebrity with a brand through endorsement.

Keywords

Citation

Singh, G. and Pandey, N. (2017), "Determinants of celebrity-owned brands leveraging price premium", Journal of Fashion Marketing and Management, Vol. 21 No. 3, pp. 361-384. https://doi.org/10.1108/JFMM-11-2016-0099

Publisher

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Emerald Publishing Limited

Copyright © 2017, Emerald Publishing Limited