The Match-up Between Celebrity Associations and Product Type

Abstract

This research develops a generic framework that matches celebrity associations with various product categories and finds an ideal set of celebrity associations for each product category. Three studies have been conducted for achieving the purpose of the study. Study one identifies associations that consumers link with celebrities and classifies them into thirteen different categories. It also finds a total of 30 products and services that consumers associate with celebrity endorsements. In study two, the respondents are asked if each of the three celebrities is appropriate for endorsing each of the 30 identified products and services. The results support the match-up hypothesis notion that different celebrities are considered appropriate for different product categories. In study three, the respondents were asked to identify the associations that a celebrity should possess for endorsing various product categories. The results reveal that the celebrity associations can be classified into two broad categories—universal associations and product specific associations. Universal associations include the associations which the respondents consider to be essential for all types of products. Product specific associations include the associations that vary in their importance depending on the type of product category. The findings have significant implications for academicians, brand managers and celebrity management companies.