Celebrity Endorsements and Brand Effectiveness: Is Success Inevitable or Accidental?
Year: 2025
Type: article
Abstract: Celebrity endorsements are a widely utilized marketing strategy to enhance brand visibility and influence consumer behavior. However, the effectiveness of these endorsements in improving brand performance remains inconsistent. This study explores the relationship between celebrity endorsements and brand effectiveness, examining whether success is inevitable or accidental. By analyzing two cases—Gucci’s collaboration with Xiao Zhan and Jeanswest’s endorsements by Zhang Ruoyun and Wang Yibo—the research identifies key factors contributing to successful endorsements. The study integrates Bourdieu's cultural capital theory and Dawar's brand extension theory to highlight the role of cultural alignment and ambassador compatibility in driving brand effectiveness. Findings reveal that while a strong alignment between a brand’s image and a celebrity’s cultural capital can significantly enhance brand effectiveness, mismatches may lead to limited or even negative impacts. This research provides actionable insights for businesses on selecting ambassadors strategically to optimize brand outcomes.
Author: Liyuxi Sun
Institution: The University of Sydney
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4408674713