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Celebrity advertising in the case of negative associations: discourse analysis of weblogs
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Celebrity advertising in the case of negative associations: discourse analysis of weblogs

Author: Ulun Akturan
Edition/Format: Article Article
Publication:Management Research Review, v34 n12 (2011): 1280-1295
Database:Emerald Publishing Group Limited
Other Databases: ElsevierBritish Library SerialsECO
Summary:
Purpose: – The purpose of this paper is to examine celebrity advertising in the case of negative associations. Design/methodology/approach: – In total, 451 posts were captured permanently from randomly selected weblogs, and analyzed by discourse analysis. The basic emerging themes therein have been isolated and interpreted, and a model of celebrity endorsement in the case of negative information has been developed.  Read more...
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Document Type: Article
All Authors / Contributors: Ulun Akturan
ISSN:2040-8269
Unique Identifier: 4777964848
Notes: About the author Ulun Akturan is Assistant Professor in the Department of Marketing, Galatasaray University (Istanbul, Turkey). She has specialized in consumer behaviour, brand management and marketing research and has published national and international papers on consumer behaviour, brand management and young adults. Ulun Akturan can be contacted at: uakturan@gsu.edu.tr
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Abstract:

Purpose: – The purpose of this paper is to examine celebrity advertising in the case of negative associations. Design/methodology/approach: – In total, 451 posts were captured permanently from randomly selected weblogs, and analyzed by discourse analysis. The basic emerging themes therein have been isolated and interpreted, and a model of celebrity endorsement in the case of negative information has been developed. Findings: – When a celebrity becomes involved in an undesirable event, the consumers' perceptions of the celebrity may or may not change. This study argues that this situation is influenced by “the level of negativity”, “the level of blameworthiness”, “admiration” and the “message content”. In addition, it was found that the admiration affects the perceived image of the celebrity and it is also affected by “the level of negativity” and “the level of blameworthiness”. Furthermore, the message given is directly associated with the “negativity”, “blameworthiness”, “perception of the celebrity”, and “the perception of the brand”. Research limitations/implications: – The present study examined only one case of celebrity advertising. Practical implications: – The expectations and attitudes of the identified segments should be taken into consideration when firms develop marketing programs. Originality/value: – This study, unlike others, analyzes the case of the continuance of the endorsement relationship between the company and the negatively publicized celebrity.

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