Change search
ReferencesLink to record
Permanent link

Direct link
Exploring Value Creation Derived from Celebrity Consumption: The paradigmatic elements of Celebrity Negative Information
Jönköping University, Jönköping International Business School, JIBS, Business Administration.
2011 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

The celebrity status is seen in a wide variety of domains that ranges from entertainment, to sport, to politic communities. It operates as a way of providing distinctions and definitions of success within those domains (Marshall, 1997).

The purpose of the thesis is to investigate the paradigmatic elements of celebrity negative information across different celebrity domains. The word paradigmatic is used because over the years we have seen celebrities killing their careers as consequence of their wild behavior. In the other hand we have also seen celebrities booming their careers. This thesis is an attempt to improve our understanding on which factors are of relevance when celebrities’ meltdown causing potential sources of troubles to stakeholders related with them. In summations the objective is finding patterns among the paradox and inconsistencies over the years of real life celebrity cases.

We first analyze how the consumptions of celebrity offering yields different type of values to consumers that construct an OVP optimal value point. This OPV can be seen as a combination of enabling attributes and enhancing attributes. Enabling attributes such as “quality and efficiency” are a must for a human brand to even achieve celebrity status. The enhancing type of attributes such as “ethics or charity” bring that extra mile or added value not necessary to obtain success but beneficial to their overall image. In addition a discussion if celebrity negative information caused by illegal or immoral behavior can lead to value destruction affecting consumption patterns is presented whereas a qualitative study based on real life cases was carried out.

The results showed that “consistency” with the celebrity previous behavior and image are crucial to anticipate how the consumers will react to a case of negative celebrity information. The celebrity “domain” revealed some tolerance bringing or blocking effect towards negative celebrity information.

In conclusion this exploratory study is a good starting point to prove that not all negative celebrity information is negative to a celebrity and thus there is no general recipe to study these incidents. By bringing a framework like the one presented it is easier to isolate and study one case at a time. At the end of the paper we applied the framework and anticipated the response of Swedish consumer’s to a real drugs case scandal involving a singer.

Place, publisher, year, edition, pages
2011. , 48 p.
Keyword [en]
Celebrity consumption, celebrity negative information, value creation, human brands
National Category
Business Administration Communication Studies
URN: urn:nbn:se:hj:diva-17843OAI: diva2:511189
Social and Behavioural Science, Law
Available from: 2012-05-29 Created: 2012-03-20 Last updated: 2012-05-29Bibliographically approved

Open Access in DiVA

fulltext(1004 kB)626 downloads
File information
File name FULLTEXT01.pdfFile size 1004 kBChecksum SHA-512
Type fulltextMimetype application/pdf

By organisation
JIBS, Business Administration
Business AdministrationCommunication Studies

Search outside of DiVA

GoogleGoogle Scholar
Total: 626 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

Total: 269 hits
ReferencesLink to record
Permanent link

Direct link