The equity effect of product endorsement by celebrities: A conceptual framework from a co-branding perspective

Purpose The purpose of this study is to outline a conceptual framework that can be used to organise and guide future research into how celebrity product endorsement creates equity for both the endorsed product‐brand and the endorsing celebrity. Design/methodology/approach The theoretical perspective adopted in this study is that celebrity product endorsement is a form of co‐branding. Findings The central thesis is that both endorser image and brand image serve as mediators in the equity‐creation process of celebrity product endorsement. Originality/value Research contributions and directions for future research are provided.12