Charmed by celebrity
Dr Abhishek Dwivedi, from the School of Management and Marketing, along with Prof. Lester Johnson of Charles Sturt University and Prof. Bob McDonald of Texas Tech University (USA), has been investigating the effects of celebrity endorsements. Celebrity endorsement activity is used globally to influence consumer perceptions of brands. Specifically, the team have been investigating the effects of celebrity endorsers on consumer behavioural outcomes such as perceptions of relationship quality as well as brand equity. Some of the mechanisms that the team are exploring have been mostly absent from the advertising literature to date, and hence the team’s studies are likely to yield interesting and useful insights.