Abstract
This paper investigates why individuals purchase celebrity branded products (CBPs). Qualitative depth interviews reveal that CBPs may aid individuals in developing their self-identities and may provide a way for the celebrity’ human brand to extend from the celebrity into tangible products which can be consumed by the celebrity’ fans.
Chapter PDF
Similar content being viewed by others
Keywords
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.
Author information
Authors and Affiliations
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2015 Academy of Marketing Science
About this paper
Cite this paper
Gillison, S.T., Reynolds, K.E. (2015). Celebrity Branded Products: an Exploratory Investigation Into Consumer Purchase Motivation and General Attitudes Toward the Brand. In: Deeter-Schmelz, D. (eds) Proceedings of the 2010 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-11797-3_181
Download citation
DOI: https://doi.org/10.1007/978-3-319-11797-3_181
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-11796-6
Online ISBN: 978-3-319-11797-3
eBook Packages: Business and EconomicsBusiness and Management (R0)