{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,1,21]],"date-time":"2026-01-21T22:43:23Z","timestamp":1769035403283,"version":"3.49.0"},"reference-count":103,"publisher":"Emerald","issue":"2","license":[{"start":{"date-parts":[[2019,3,11]],"date-time":"2019-03-11T00:00:00Z","timestamp":1552262400000},"content-version":"tdm","delay-in-days":0,"URL":"https:\/\/www.emerald.com\/insight\/site-policies"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["JPBM"],"published-print":{"date-parts":[[2019,3,11]]},"abstract":"<jats:sec><jats:title content-type=\"abstract-subheading\">Purpose<\/jats:title><jats:p>Beyond traditional brand endorsement, many celebrities have in recent years decided to launch their own product lines, which may be used to promote their own celebrity brand. Which product categories or social causes match a celebrity\u2019s brand personality? This study aims to investigate the antecedents of celebrity\u2013product degree of fit and willingness to pay (WTP)\/make a donation in different scenarios. The manipulation of the scenarios aims to capture the role of celebrity attributes, perceived personality profiles, product involvement and acceptance of social causes.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Design\/methodology\/approach<\/jats:title><jats:p>In total, 335 respondents answered an online questionnaire with a factorial plan corresponding to 20 different matching scenarios: five celebrities\/perceived personalities (Emma Watson, Jennifer Lawrence, Kim Kardashian, Natalie Portman and Scarlet Johansson) \u00d7 four types of branding scenarios (a lipstick for low involvement; a watch for high involvement; an eco-foundation for \u201chigh social acceptance\u201d and vodka for \u201clow social acceptance\/controversial\u201d).<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Findings<\/jats:title><jats:p>Scarlett Johansson obtained the highest degree of fit, both for launching her own brand of lipstick or a watch. Kim Kardashian had the best degree of fit for launching her own vodka brand, while Emma Watson\u2019s attributes confirmed that she would be seen as the ideal founder of an eco-foundation. Significant predictors of WTP\/make a donation were assessed by multiple linear regression for each type of product.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Practical implications<\/jats:title><jats:p>The paper provides recommendations that may help guide celebrity brand managers through the celebrity\u2013product matching process.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Social implications<\/jats:title><jats:p>Celebrity branding in relation to social causes is also discussed in this paper.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Originality\/value<\/jats:title><jats:p>This study explores a gap found in the literature as it explores the product match-up hypotheses within a celebrity branding context and moreover extends this investigation to social causes and products with different degrees of involvement and social acceptance.<\/jats:p><\/jats:sec>","DOI":"10.1108\/jpbm-03-2017-1439","type":"journal-article","created":{"date-parts":[[2019,2,26]],"date-time":"2019-02-26T06:36:08Z","timestamp":1551162968000},"page":"242-255","source":"Crossref","is-referenced-by-count":27,"title":["Matching-up celebrities\u2019 brands with products and social causes"],"prefix":"10.1108","volume":"28","author":[{"given":"Ana Luisa","family":"Santos","sequence":"first","affiliation":[]},{"given":"Filipa","family":"Barros","sequence":"additional","affiliation":[]},{"given":"Ant\u00f3nio","family":"Azevedo","sequence":"additional","affiliation":[]}],"member":"140","reference":[{"issue":"3","key":"key2020092416101170800_ref001","doi-asserted-by":"crossref","first-page":"347","DOI":"10.1177\/002224379703400304","article-title":"Dimensions of brand personality","volume":"34","year":"1997","journal-title":"Journal of Marketing 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