{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,3,6]],"date-time":"2026-03-06T10:41:09Z","timestamp":1772793669620,"version":"3.50.1"},"reference-count":46,"publisher":"Emerald","issue":"1","content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":[],"published-print":{"date-parts":[[2018,5,8]]},"abstract":"<jats:sec>\n                  <jats:title>Purpose<\/jats:title>\n                  <jats:p>The purpose of this paper is to discuss the influence of glamour, scopophilia and self-sexualisation in luxury celebrity endorsement.<\/jats:p>\n               <\/jats:sec>\n               <jats:sec>\n                  <jats:title>Design\/methodology\/approach<\/jats:title>\n                  <jats:p>In step 1, an experimental study was conducted with 100 respondents assessing the response towards manipulated print ad stimuli operationalizing the influence (in general terms) of lay out, endorser\u2019s beauty pattern, body language (cool, smile appeal, sex appeal and disruptive), gazing and landscape. In step 2, respondents evaluated their response towards five perfume print ads retrieved from real advertising campaigns with different brand personalities (DKNY, Moschino, Chanel, Gucci and Boss).<\/jats:p>\n               <\/jats:sec>\n               <jats:sec>\n                  <jats:title>Findings<\/jats:title>\n                  <jats:p>The ideal copy strategy is: a couple of brunette Caucasian endorsers; \u201cclose-up\u201d photo; sexy body language; indirect smiling gaze; and urban landscape. Multiple regression models were built for each ad\/brand (personality) in order to predict the willingness to pay for a bottle of perfume.<\/jats:p>\n               <\/jats:sec>\n               <jats:sec>\n                  <jats:title>Research limitations\/implications<\/jats:title>\n                  <jats:p>The paper suggests a holistic theoretical framework describing the influence of celebrity characteristics, advertising copy strategy, social-cultural trends and brand variables in the advertising processing.<\/jats:p>\n               <\/jats:sec>\n               <jats:sec>\n                  <jats:title>Practical implications<\/jats:title>\n                  <jats:p>Advertising copywriters and brand managers must control the role of glamour and the self-consciousness of women seduction power in branding advertising.<\/jats:p>\n               <\/jats:sec>\n               <jats:sec>\n                  <jats:title>Social implications<\/jats:title>\n                  <jats:p>Glamour, scopophilia or self-sexualisation are three different concepts which have a lot of sociological implications because they influence the way as the society perceive the role of women as endorsers in advertising, but also in other life dimensions.<\/jats:p>\n               <\/jats:sec>\n               <jats:sec>\n                  <jats:title>Originality\/value<\/jats:title>\n                  <jats:p>This paper fills a gap in the literature, since this paper make an innovative analysis of the influence of these recent post-modernist socio-cultural trends.<\/jats:p>\n               <\/jats:sec>","DOI":"10.1108\/emjb-01-2017-0003","type":"journal-article","created":{"date-parts":[[2018,3,12]],"date-time":"2018-03-12T08:13:41Z","timestamp":1520842421000},"page":"86-101","source":"Crossref","is-referenced-by-count":4,"title":["Do glamour, self-sexualisation and scopophilia influence celebrity endorsement?"],"prefix":"10.1108","volume":"13","author":[{"given":"Catarina Peixoto","family":"Carvalho","sequence":"first","affiliation":[{"name":"Universidade do Minho , Braga,","place":["Portugal"]}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-3918-5108","authenticated-orcid":false,"given":"Antonio","family":"Azevedo","sequence":"additional","affiliation":[{"name":"Universidade do Minho School of Economics and Management, , Braga,","place":["Portugal"]}]}],"member":"140","reference":[{"issue":"August","key":"2025072816181702700_ref400","doi-asserted-by":"crossref","first-page":"347","DOI":"10.1177\/002224379703400304","article-title":"Dimensions of brand personality","volume":"34","author":"Aaker","year":"1997","journal-title":"Journal of Marketing Research"},{"issue":"4","key":"2025072816181702700_ref001","doi-asserted-by":"crossref","first-page":"7","DOI":"10.1080\/00218499.1990.12466731","article-title":"Measuring audience perceptions of commercials and relating them to ad impact","volume":"30","author":"Aaker","year":"1990","journal-title":"Journal of Advertising Research"},{"issue":"3","key":"2025072816181702700_ref002","doi-asserted-by":"crossref","first-page":"323","DOI":"10.1177\/1749975510380316","article-title":"The celebrity-icon","volume":"4","author":"Alexander","year":"2010","journal-title":"Cultural Sociology"},{"key":"2025072816181702700_ref003","first-page":"13","volume-title":"Psychological Processes and Advertising Effects: Theory, Research and Application","author":"Batra","year":"1985"},{"issue":"1","key":"2025072816181702700_ref004","doi-asserted-by":"crossref","first-page":"34","DOI":"10.1086\/209284","article-title":"Antecedents and consequences of attitude toward the ad: a meta-analysis","volume":"19","author":"Brown","year":"1992","journal-title":"Journal of Consumer Research"},{"issue":"2","key":"2025072816181702700_ref005","doi-asserted-by":"crossref","first-page":"173","DOI":"10.1108\/14502190910976529","article-title":"Brand architecture and brands portfolio: a clarification","volume":"4","author":"Chailan","year":"2009","journal-title":"EuroMed Journal of Business"},{"key":"2025072816181702700_ref006","volume-title":"Revised NEO Personality Inventory (NEO-PI-R) and NEO Five-Factor Inventory (NEO-FFI) Manual","author":"Costa","year":"1992"},{"issue":"4","key":"2025072816181702700_ref007","doi-asserted-by":"publisher","first-page":"49","DOI":"10.1300\/J057v11n04_05","article-title":"Celebrity endorsements","volume":"11","author":"Costanzo","year":"2005","journal-title":"Journal of Promotion Management"},{"issue":"6","key":"2025072816181702700_ref008","doi-asserted-by":"crossref","first-page":"657","DOI":"10.1177\/1367877910376576","article-title":"Glamour modelling and the marketing of self-sexualization: critical reflections","volume":"13","author":"Coy","year":"2010","journal-title":"International Journal of Cultural Studies"},{"issue":"8","key":"2025072816181702700_ref009","doi-asserted-by":"crossref","first-page":"843","DOI":"10.1002\/mar.20415","article-title":"Real or relevant beauty? 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