Publicação
From fame to trust : understanding how celebrity founders influence brand and personal loyalty
| Resumo: | This thesis explores the role of celebrity founders in shaping consumer perceptions of brand loyalty, with an emphasis on how negative and positive publicity affect this relationship. The research uses a mixed-methods approach including three focus groups and 6 interviews for the qualitative aspect and a quantitative survey. The focus is on consumer responses across Germany, Portugal and Finland. It investigated how celebrity characteristics, like positioning, reputation, involvement, accessibility, and sustainability practices, impacts brand loyalty factors. Findings reveal that perception of consumers of the different countries differs. German participants prioritized celebrity trust and celebrity involvement grounded in rational credibility and authentic contribution to the brand. Portuguese respondents valued celebrity admiration driven by celebrity accessibility and emotional transparency. Finnish consumers emphasized brand trust based on celebrity positioning and consistent, humble behavior. Across all markets, sustainability practices influenced perceptions, but only when perceived as credible and genuinely reflected in the celebrity’s personal values. Publicity emerged as a significant moderator. While positive publicity strengthened admiration and loyalty, negative publicity damaged trust unless met with accountability and corrective action. The study offers new insights into the strategic implications of celebrity involvement in brand building, emphasizing the cultural variability in consumer responses and the importance of value alignment. It highlights both the opportunities and risks for brands leveraging celebrity founders in an increasingly reputation-sensitive marketplace. |
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| Autores principais: | Greiner, Cara Dorothea Erika |
| Assunto: | Branding de celebridades Brand loyalty Brand trust Celebrity branding Celebrity entrepreneur Confiança na marca Consumer perception Efeitos da publicidade Empresário de celebridades European markets Founder reputation Lealdade à marca Mercados europeus Perceção do consumidor Publicity effects Reputação do fundador |
| Ano: | 2025 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso embargado |
| Instituição associada: | Universidade Católica Portuguesa |
| Idioma: | inglês |
| Origem: | Veritati - Repositório Institucional da Universidade Católica Portuguesa |
| Resumo: | This thesis explores the role of celebrity founders in shaping consumer perceptions of brand loyalty, with an emphasis on how negative and positive publicity affect this relationship. The research uses a mixed-methods approach including three focus groups and 6 interviews for the qualitative aspect and a quantitative survey. The focus is on consumer responses across Germany, Portugal and Finland. It investigated how celebrity characteristics, like positioning, reputation, involvement, accessibility, and sustainability practices, impacts brand loyalty factors. Findings reveal that perception of consumers of the different countries differs. German participants prioritized celebrity trust and celebrity involvement grounded in rational credibility and authentic contribution to the brand. Portuguese respondents valued celebrity admiration driven by celebrity accessibility and emotional transparency. Finnish consumers emphasized brand trust based on celebrity positioning and consistent, humble behavior. Across all markets, sustainability practices influenced perceptions, but only when perceived as credible and genuinely reflected in the celebrity’s personal values. Publicity emerged as a significant moderator. While positive publicity strengthened admiration and loyalty, negative publicity damaged trust unless met with accountability and corrective action. The study offers new insights into the strategic implications of celebrity involvement in brand building, emphasizing the cultural variability in consumer responses and the importance of value alignment. It highlights both the opportunities and risks for brands leveraging celebrity founders in an increasingly reputation-sensitive marketplace. |
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