Remember Me
Or use your Academic/Social account:


Or use your Academic/Social account:


You have just completed your registration at OpenAire.

Before you can login to the site, you will need to activate your account. An e-mail will be sent to you with the proper instructions.


Please note that this site is currently undergoing Beta testing.
Any new content you create is not guaranteed to be present to the final version of the site upon release.

Thank you for your patience,
OpenAire Dev Team.

Close This Message


Verify Password:
Verify E-mail:
*All Fields Are Required.
Please Verify You Are Human:
fbtwitterlinkedinvimeoflicker grey 14rssslideshare1
Wigley, Stephen M. (2015)
Publisher: The Korean Society of Costume
Languages: English
Types: Article
Subjects: AI, AZ
This paper examines the contemporary relationship between fashion brands and celebrities. Noting the historic role of celebrities in fashion and their current prevalence in the industry, the paper moves beyond discussion of the motives and effectiveness of celebrity endorsement, and instead explores its nature and practice in the fashion sector. The paper proposes a new definition of celebrity endorsement in fashion, offers a classification of celebrities involved in fashion brand endorsement, and presents a typology examining the contemporary means by which a fashion brand may collaborate with celebrities. The typology is defined in context of the nature, length and cost to the brand of the relationship between it and the celebrity. The methodology uses secondary sources and qualitative primary research in an exploratory agenda in order to propose conclusions and suggest ideas for further research.
  • The results below are discovered through our pilot algorithms. Let us know how we are doing!

    • Agrawal, J., & Kamakura, W. A. (1995). The economic worth of celebrity endorsers: An event study analysis. The Journal of Marketing, 59(3), 56-62.
    • Ang, L. and Dubelaar, C. (2006). Explaining celebrity match-up: Co-activation theory of dominant support. Advances in Consumer Research, 7, 378-384.
    • Barney, J. B. (1995). Looking inside for competitive advantage. The Academy of Management Executive, 9(4). 49-61.
    • Barron, L. (2007). The habitus of Elizabeth Hurley: Celebrity, fashion, and identity branding. Fashion Theory: The Journal of Dress, Body & Culture, 11(4). 443-461.
    • Batra, R., & Homer, P. M. (2004). The situational impact of brand image beliefs. Journal of Consumer Psychology, 14(3). 318-330.
    • Bergström, C. and Skärfstad, R. (2004). Celebrity Endorsement - Case Study of J.Lindeberg (BSc Dissertation). Retrieved April 4 2015 from http://epubl.ltu.se/1404-5508/2004/193/index-en.html Boorstin, D.J. (1962). The Image, or What Happened to the American Dream. New York, NY: Atheneum.
    • Bush, A. J., Martin, C. A., & Bush, V. D. (2004). Sports celebrity influence on the behavioral intentions of generation Y. Journal of Advertising Research, 44(01). 108-118.
    • Carroll, A. (2009). Brand communications in fashion categories using celebrity endorsement, Brand Management. 17(2). 146-158.
    • Ceballos, L. M., & Villegas, J. (2015). Use of Archetypes in the Colombian Fashion Industry. In Dato-on, M.C. The Sustainable Global Marketplace. London, UK: Springer International Publishing.
    • Chakraborty, S. K., & Agrawal, M. (2010). Impact of Celebrity Endorsements on Overall Brand.
    • Chiosa, R. (2013). Celebrity endorsement in fashion print advertising. Euroeconomica, 1(32). 13-31.
    • Church-Gibson, P. (2011). Fashion and Celebrity Culture. London, UK: Berg.
    • Easterby-Smith, M., Thorpe, R. & Lowe, A. (1991). Management Research: an Introduction. London, UK: Sage Publications.
    • Epstein, R. L. (2007). Sharon Stone in a Gap turtleneck. In Redmond, S. & Holmes, S. (eds) Stardom and Celebrity: A Reader. London, UK: Sage. 206-218.
    • Erdem, T., & Keane, M. P. (1996). Decision-making under uncertainty: Capturing dynamic brand choice processes in turbulent consumer goods markets. Marketing Science, 15(1). 1-20.
    • Erdogan, B.Z. (1999). Celebrity Endorsement: A Literature Review. Journal of Marketing Management, 15(4). 291-314.
    • Esch, M. (2013). Sociology of Celebrity from Franz Liszt to Lady Gaga. Journal of Mass Media Ethics, 28(1). 70-72.
    • Fahy, T. (2007). One Night in Paris (Hilton): Wealth, Celebrity, and the Politics of Humiliation. In Hall, A.C. & Bishop, M.J. Pop-porn: Pornography in American Culture. Wesport, USA: Praeger. 75- 98.
    • Fairclough, K. (2008). Fame is a losing game: Celebrity gossip blogging, bitch culture and postfeminism. Genders 48 (December).
    • Fairhurst, A.E., Good, L.K., & Gentry, J.W. (1989). Fashion involvement: An instrument validation procedure. Clothing and Textiles Research Journal, 7(3). 10-14.
    • Feasey, R. (2008). Reading heat: The meanings and pleasures of star fashions and celebrity gossip.
    • Continuum: Journal of Media & Cultural Studies, 22(5). 687-699.
    • Garthwaite, C.L. (2014). Demand Spillovers, Combative Advertising and Celebrity Endorsements.
    • American Economic Journal: Applied Economics, 6(2). 76-104.
    • Ghodeswar, B. M. (2008). Building brand identity in competitive markets: a conceptual model.
    • Journal of Product & Brand Management, 17(1). 4-12.
    • Hackley,C. and Hackley, R.A. (2015). Marketing and the cultural production of celebrity in the era of media convergence. Journal of Marketing Management (in print). DOI: 10.1080/0267257X.2014.1000940 Hollensen, S., & Schimmelpfennig, C. (2013). Selection of celebrity endorsers: A case approach to developing an endorser selection process model. Marketing Intelligence & Planning, 31(1). 88-102.
    • Holmes, S. (2005a). Starring… Dyer?': re-visiting star studies and contemporary celebrity culture.
    • Westminster Papers in Communication and Culture, 2(2). 6-21.
    • Holmes, S. (2005b). 'Off-guard, unkempt, unready'?: deconstructing contemporary celebrity in Heat magazine. Continuum: the Journal of Media & Cultural Studies, 19(1). 21-38.
    • Hung, K. (2014). Why celebrity sells: a dual entertainment path model of brand endorsement. Journal of Advertising, 43(2). 155-166.
    • Kaikati, J.G. (1988). Celebrity Advertising: a Review and Synthesis. International Journal of Advertising, 6. 93-105. DOI: 10.1080/02650487.1987.11107007 Kahle, L. R., & Homer, P. M. (1985). Physical attractiveness of the celebrity endorser: A social adaptation perspective. Journal of Consumer Research, 11(4). 954-961.
    • Khatri, P. (2006). Celebrity Endorsement: A strategic promotion perspective. Indian Media Studies Journal, 1(1). 25-37.
    • Keel, A. and Nataraajan, R. (2012). Celebrity Endorsement and Beyond: New Avenues for Celebrity Branding, Psychology and Marketing. 29(9). 690-703. DOI: 10.1002/mar.20555 Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. The Journal of Marketing. 51(1). 1-22.
    • Kort, P.M., Caulkins, J.P., Hartl, R.F. & Feichtinger, G. (2008). Brand image and brand dilution in the fashion industry. Automatica - Optimal Control Applications to Management Sciences, 42(8).1363- 1370.
    • Kurzman, C., Anderson, C., Key, C., Lee, Y.O., Moloney, M., Silver, A. and Van Ryn, M.W. (2007).
    • Celebrity Status. Sociological Theory, 25 (December). 347-367.
    • Maltby, J., Houran, M.A., & McCutcheon, L.E. (2003). A Clinical Interpretation of Attitudes and Behaviors Associated with Celebrity Worship. Journal of Nervous and Mental Disease, 191. 25-29.
    • Marwick, A. E. (2013). Status update: Celebrity, publicity, and branding in the social media age. New York, NY: Yale University Press.
    • McColl, J. & Moore, C.M. (2010). An exploration of fashion retailer own brand strategies. Journal of Fashion Marketing and Management, 15(1). 91 - 107 McCracken, G. (1989). Who is the Celebrity Endorser? Cultural Foundations of the Endorsement Process. Journal of Consumer Research, 16(3) (Dec). 310-321.
    • McDonough, J. (1995). Bringing Brands to Life. Advertising Age, 66(Spring). 34.
    • Miciak, A. R., & Shanklin, W. L. (1994). Choosing celebrity endorsers. Marketing Management, 3(3).
    • Mole, T. (Ed.). (2009). Romanticism and celebrity culture, 1750-1850. Cambridge, UK: Cambridge University Press.
    • O'Cass, A. (2004). Fashion clothing consumption: antecedents and consequences of fashion clothing involvement. European Journal of Marketing, 38(7). 869-882.
    • Okonkwo, U. (2007). Luxury Fashion Branding: Trends, Tactics, Techniques. Hampshire, UK: Palgrave MacMillan.
    • Pringle, H. (2004). Celebrity Sells. Chichester, UK: John Wiley & Sons.
    • Sandhu, M. A., Mahasan, S.S. & ur Rehman, A. (2014). The impact of brand image and celebrity endorsement on consumers' purchasing preference for fashion products. Indian Streams Research Journal, 4(2). 1-10.
    • Schlecht, C. (2003). Celebrities' impact on branding. Center on Global Brand Leadership, Columbia: Columbia Business School.
    • Sheth, J. N., & Parvatlyar, A. (1995). Relationship marketing in consumer markets: antecedents and consequences. Journal of the Academy of Marketing Science, 23(4). 255-271.
    • Silvera, D. H., & Austad, B. (2004). Factors predicting the effectiveness of celebrity endorsement advertisements. European Journal of Marketing, 38(11/12). 1509-1526.
    • Şimşek, G. (2014). Celebrity Endorsement: How It Works When a Celebrity Fits the Brand and Advertisement. International Journal of Social, Education, Economics and Management Engineering, 8(4). 1010-1018.
    • Spry, A., Pappu, R., & Bettina Cornwell, T. (2011). Celebrity endorsement, brand credibility and brand equity. European Journal of Marketing, 45(6). 882-909.
    • Till, B.D. (1998). Using celebrity endorsers effectively: lessons from associative learning. Journal of Product & Brand Management, 7(5). 400-409.
    • Tom, G., Clark, R., Elmer, L., Grech, E., Masetti Jr, J., & Sandhar, H. (1992). The use of created versus celebrity spokespersons in advertisements. Journal of Consumer Marketing, 9(4). 45-51.
    • Tungate, M. (2012). Fashion Brands: Branding Style from Armani to Zara. Lonodn, UK: Kogan Page.
    • Turner, G. (2006). The mass production of celebrity 'Celetoids', reality TV and the 'demotic turn'.
    • International Journal of Cultural Studies, 9(2). 153-165.
    • Van Krieken, R. (2012). Celebrity Society. London, UK: Routledge.
    • Warner, H. (2014). Fashion on Television: Identity and Celebrity Culture. London, UK: Bloomsbury.
    • Wigley, S. M., Nobbs, K., & Larsen, E. (2013). Making the Marque: Tangible Branding in Fashion Product and Retail Design. Fashion Practice: The Journal of Design, Creative Process & the Fashion Industry, 5(2). 245-264.
  • No related research data.
  • No similar publications.

Share - Bookmark

Cite this article