Determinants of celebrity-owned brands leveraging price premium. Issue 3 (10th July 2017)

• Record Type: Journal Article
• Authors: Singh, Gaganpreet; Pandey, Neeraj
• Is Part Of: Journal of fashion marketing and management. Volume 21:Issue 3(2017)
• Page Start: 361
• Page End: 384
• Publication Date: 2017-07-10
• Subjects: Willingness to pay -- Celebrity-owned brands -- Premium pricing; Clothing trade -- Periodicals; Fashion merchandising -- Periodicals; Textile fabrics -- Periodicals; 687.0688
• DOI: 10.1108/JFMM-11-2016-0099
• Languages: English
• ISSNs: 1361-2026

Abstract

Abstract : Purpose: The purpose of this paper is to investigate the celebrity-brand association from a different perspective. Design/methodology/approach: This study uses exploratory factor analysis, confirmatory factor analysis, and binary logistic regression. Findings: This study conceptualizes celebrity-owned brands (COBs). It statistically validates the complimentary and synergistic effects of six inter-related but distinct factors that are likely to influence a buyer's willingness to pay price premium for COBs. Originality/value: This study makes a novel attempt by analysing the celebrity-brand relationship from a different perspective. The paper deviates from the traditional and widely researched linkage of a celebrity with a brand through endorsement.