Voice of the stars - exploring the outcomes of online celebrity activism

Jain, Kokil, Sharma, Isha and Behl, Abhishek (2021) Voice of the stars - exploring the outcomes of online celebrity activism. Journal of Strategic Marketing. ISSN 0965254X (In Press)

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These days, it is common to see celebrities advocating various controversial, socio-political issues On digital platforms. However, exist�ing research does not demonstrate how the public perceives this activist approach of celebrities and how it influences their brand image. Drawing a parallel from brand activism literature and its effect on consumer behavior, the current study examines the impact of celebrity activism on celebrities’ brand value. The findings support that perception of authenticity and hypocrisy affect attitude towards
the celebrity and celebrity brand self-connection, which influences celebrity brand loyalty, identification, and intention to purchase the brands endorsed by the celebrity. A negative attitude towards celebrity activism negatively moderates the effect of celebrity brand self-connection on celebrity brand identification. The study contributes to the literature on celebrity branding and celebrity activism. The findings can help celebrity brand managers and PR professionals to
understand the strategic implications of celebrity activism

Item Type: Article
Keywords: Activism | Attitude Towards Celebrity | Activism | Personal Brand Authenticity | Perceived Hypocrisy
Subjects: Social Sciences and humanities > Business, Management and Accounting > Marketing
JGU School/Centre: Jindal Global Business School
Depositing User: Amees Mohammad
Date Deposited: 05 Feb 2022 08:20
Last Modified: 14 Feb 2022 05:45
Official URL: https://doi.org/10.1080/0965254X.2021.2006275
URI: https://pure.jgu.edu.in/id/eprint/1042


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