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Article
Publication date: 12 March 2018

Stefan Scheidt, Carsten Gelhard, Juliane Strotzer and Jörg Henseler

While the branding of individuals has attracted increasing attention from practitioners in recent decades, understanding of personal branding still remains limited…

Abstract

Purpose

While the branding of individuals has attracted increasing attention from practitioners in recent decades, understanding of personal branding still remains limited, especially with regard to the branding of celebrity CEOs. To contribute to this debate, this paper aims to explore the co-branding of celebrity CEOs and corporate brands, integrating endorsement theory and the concept of meaning transfer at a level of brand attributes.

Design/methodology/approach

A between-subjects true experimental design was chosen for each of the two empirical studies with a total of 268 participants, using mock newspaper articles about a succession scenario at the CEO level of different companies. The study is designed to analyse the meaning transfer from celebrity CEO to corporate brand and vice versa using 16 personality attributes.

Findings

This study gives empirical support for meaning transfer effects at the brand attribute level in both the celebrity-CEO-to-corporate-brand and corporate-brand-to-celebrity-CEO direction, which confirms the applicability of the concept of brand endorsement to celebrity CEOs and the mutuality in co-branding models. Furthermore, a more detailed and expansive perspective on the definition of endorsement is provided as well as managerial guidance for building celebrity CEOs and corporate brands in consideration of meaning transfer effects.

Originality/value

This study is one of only few analysing the phenomenon of meaning transfer between brands that focus on non-evaluative associations (i.e. personality attributes). It is unique in its scope, insofar as the partnering relationship between celebrity CEOs and corporate brands have not been analysed empirically from this perspective yet. It bridges the gap between application in practice and the academic foundations, and it contributes to a broader understanding and definition of celebrity endorsement.

Details

Journal of Product & Brand Management, vol. 27 no. 2
Type: Research Article
ISSN: 1061-0421

Keywords

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Article
Publication date: 9 September 2019

Jamie Carlson, Siegfried P. Gudergan, Carsten Gelhard and Mohammad Mahfuzur Rahman

Social media brand platforms have become a popular means for engaged customers to share information and experiences with brands and other customers. However, empirical…

Abstract

Purpose

Social media brand platforms have become a popular means for engaged customers to share information and experiences with brands and other customers. However, empirical research on how customer engagement (CE) relates to customers’ sharing intentions with the brand is limited. This study aims to investigate causal patterns of four CE dimensions – focused attention, absorption, enthusiasm and interaction – together with two cognitive structure properties in stimulating sharing intentions with the brand.

Design/methodology/approach

Using data from 782 Chinese customers of brand pages on the social media platform Weibo, this paper is the first to use both finite mixture partial least squares (FIMIX-PLS) analysis and fuzzy-set qualitative comparative analysis (fsQCA) to empirically assess the impact of CE configurations on sharing intentions.

Findings

The findings imply that not all of the CE dimensions co-occur necessarily and that different configurations of them can produce superior sharing intentions, conditional on the cognitive structure of customers, including their level of brand knowledge and avant-gardism.

Research limitations/implications

Although restricted to customers on Weibo, the results inform practice about how social media technology can facilitate different CE configurations and customer sharing intentions.

Practical implications

The results inform brand managers’ segmentation efforts and CE content marketing initiatives that can induce different CE configurations and customer sharing intentions with customers that possess high avant-gard and brand knowledge characteristics.

Originality/value

This study is the first to substantiate how different CE configurations (as gestalts) affect sharing intentions in social media and to challenge conventional net-effects thinking about CE dimensions. Understanding how such conditional configurations foster sharing via a social media platform is advantageous because it can improve segmentation efforts to strengthen brand relationships.

Details

European Journal of Marketing, vol. 53 no. 9
Type: Research Article
ISSN: 0309-0566

Keywords

Content available
Article
Publication date: 12 March 2018

Francisco Guzman and Cleopatra Veloutsou

Abstract

Details

Journal of Product & Brand Management, vol. 27 no. 2
Type: Research Article
ISSN: 1061-0421

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