Determinants of celebrity-owned brands leveraging price premium

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.

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