Consumers’ online responses to the death of a celebrity

Scott Radford () and Peter Bloch ()

Marketing Letters, 2013, vol. 24, issue 1, 43-55

Abstract: Humans have long been fascinated with celebrated persons. Because celebrities are usually protected, fans rely on celebrity-related products to connect to a beloved individual. As symbolic embodiments of celebrities, these related products often become cherished personal possessions. The death of a celebrity appears to strongly elevate a celebrity’s stature and increase the value of the celebrity’s products. This research examined marketplace effects of celebrity deaths using longitudinal data obtained from online auctions. Results indicated that a celebrity's death strongly boosts demand for surviving memorabilia. Marketers were also found to act with incredible speed in offering products to meet this heightened demand. These findings suggest that the effect of death on memorabilia sales varied by product type and death context. Copyright Springer Science+Business Media, LLC 2013

Keywords: Internet auctions; Celebrity memorabilia; Sacralization; Death effect; Consumer grieving (search for similar items in EconPapers)
Date: 2013
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (5)

Downloads: (external link)
http://hdl.handle.net/10.1007/s11002-012-9202-5 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:kap:mktlet:v:24:y:2013:i:1:p:43-55

Ordering information: This journal article can be ordered from
http://www.springer. ... etailsPage=societies

DOI: 10.1007/s11002-012-9202-5

Access Statistics for this article

Marketing Letters is currently edited by Joel Steckel and Peter Golder

More articles in Marketing Letters from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().