A New Scale to Capture the Multidimensionality of Celebrity Image

Bikram Jit Singh Mann, Yadvinder Parmar and Mandeep Kaur Ghuman

Global Business Review, 2023, vol. 24, issue 6, 1251-1275

Abstract: The present study aims to develop a reliable and valid scale that measures the multidimensionality of celebrity images and is generalizable across diverse celebrity professions. A survey has been conducted using a sample of 484 respondents to gather data relating to the dimensions of celebrity images of four selected celebrities from two celebrity profession categories, namely, movie stars and sport stars. EFA, CFA and SEM have been used for developing a reliable and valid scale of celebrity images. The scale encompasses seven dimensions of celebrity image: social and ethical responsibility, life and style, professional capabilities, perspective towards celebrity’s profession, orientation towards fans, attractive physique and public image. Marketers can use the scale to identify the dimensions of celebrity images to select appropriate celebrities for their product endorsement. They can also use the identified dimensions of celebrity images to better differentiate, position and extend their brands while designing their marketing strategies related to product positioning, celebrity endorsements and celebrity brand extensions. It would enable researchers and practitioners to bring standardization to celebrity image research in the field of brand endorsements.

Keywords: Celebrity image; scale development; celebrity endorsements; movie stars; and sports stars (search for similar items in EconPapers)
Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
https://journals.sagepub.com/doi/10.1177/0972150920919599 (text/html)

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:sae:globus:v:24:y:2023:i:6:p:1251-1275

DOI: 10.1177/0972150920919599

Access Statistics for this article

More articles in Global Business Review from International Management Institute
Bibliographic data for series maintained by SAGE Publications ().