Entrepreneurial Celebrity Endorsement and Brand Personality Congruity: A Review on Concepts and Practical Perspectives

Abstract

Celebrity endorsement is a widely used marketing communication and brand building option found in different markets and product scopes. Most of empirical studies are found examining the effectiveness of celebrityendorsement with brand evaluations and brand relationship behaviours. The source credibility of the celebrity endorsement is one of the main bases discussed in this scope. The concept of entrepreneurial celebrityendorsementor celebrity entrepreneurship is a pivotal research priority in line with the practises found in today’s business world. Celebrities involve with business and try to build the brand and performance with own endorsements. But the effectiveness of such endorsements on brand related evaluations and behaviours should be investigated to unveil the rationality. Accordingly, this paperattempts to review the concept of celebrityendorsement whilst special attention is made on celebrity entrepreneurship as the niche of investigation. Authors evaluate the empirical insights whilst cases are appreciated to discuss how such endorsements connect with the brand personality congruity. The main research instrument was literature review and journal articles,while business publications and cases were used to build the discussions. Paper makes an attempt to disclose the hands-on cases to provide learningavenues to further investigate how entrepreneurial celebrities engage with endorsementstowards own businesses and social activities