Macquarie University
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Brand values, dilution and authenticity: evaluating celebrity co-branding partnerships

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posted on 2022-03-29, 02:25 authored by Jasmina Ilicic
"Celebrity endorsements both Australia and worldwide are growing, with one in five ads now featuring a celebrity (Time Inc. 2006; Solomon, 2009). Today, celebrities commonly endorse multiple products, brands and organisations and are themselves referred to as human brands (Thomson, 2006). Celebrity brands can encompass unique and original associations that craft their authenticity and distinctiveness. A celebrity's image is crucial to understand when paired with any brand in a co-branding situation. Research within the area of celebrity endorsements mainly focuses on identifying the characteristics of celebrities that make them appropriate endorsers of particular brands. Surprisingly, little research examines why consumers value celebrities and the brands with which they are paired. Research in co-branding is limited to examining the combination or collaboration of product brands. This thesis examines co-branding partnerships between corporate and celebrity brands. This thesis presents four studies that examine how consumers value celebrity and corporate brands and the ways in which consumer judgments can be diluted when brands are paired collectively in a co-branding context." -- Abstract.


Table of Contents

Chapter 1. Introduction to the thesis -- Chapter 2. Introduction to study I -- Chapter 3. Introduction to study II -- Introduction to study III -- Chapter 4. Introduction to study IV -- Chapter 5. Thesis conclusion -- Appendices.


"This thesis is submitted for the degree of Doctor of Philosophy, Faculty of Business, Department of Marketing and Management, Macquarie University, Sydney". "1st August 2012". Thesis by publication. Includes bibliographical references

Awarding Institution

Macquarie University

Degree Type

Thesis PhD


PhD, Department of Marketing and Management, Macquarie University, Australia

Department, Centre or School

Department of Marketing and Management

Year of Award


Principal Supervisor

Cynthia Webster

Additional Supervisor 1

Mark Gabbott


Copyright disclaimer: Copyright Jasmina Ilicic 2013.




1 online resource (ix, 210 pages) illustrations

Former Identifiers

mq:28304 2066777