How Gordon Ramsay appeals to consumers : effects of self-concept clarity and celebrity meaning on celebrity endorsements

Soneji, Dipesh, Riedel, Aimee, & Martin, Brett (2015) How Gordon Ramsay appeals to consumers : effects of self-concept clarity and celebrity meaning on celebrity endorsements. Journal of Strategic Marketing, 23(5), pp. 457-468.

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Abstract

How do celebrities like Gordon Ramsay appeal to consumers? This article examines one explanation. We study how celebrities appeal to consumers in the context of celebrity chefs. We examine how a consumer's self-concept clarity (SCC) interacts with their perception of the meaning that a celebrity endorser possesses. An experiment comparing fictional ads endorsed by different celebrity chefs yields the surprising result that consumers with a clear sense of who they are (high-SCC consumers) are more influenced by an ad featuring a celebrity high in meaning (Ramsay), whereas low-SCC consumers are influenced to slightly higher levels by a celebrity with lower levels of celebrity meaning.

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ID Code: 81822
Item Type: Journal Article
Refereed: Yes
Keywords: Celebrity Endorsement, Self-concept Clarity, Celebrity Meaning
DOI: 10.1080/0965254X.2014.991349
ISSN: 1466-4488
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Measurement (150504)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Deposited On: 16 Feb 2015 22:35
Last Modified: 24 Jun 2017 03:03

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