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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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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