Celebrity Branding Advertising Processing: A Conceptual Model

Recently, some celebrities have created their own perfume brands. This study proposes a conceptual model for the celebrity branding advertising processing which acknowledges the influence of celebrity-related factors, sociocultural trends, and the advertising copy strategy. Using a sample of 100 subjects, this study analyzes the branding advertising processing of Beyonce/Heat and the simulation of the branding of a new celebrity brand-Lana del Rey. Focusing at the catalyst role of congruence between the celebrity brand personality and consumer self-concept, we analyze the implications of self-sexualization, scopophilia, and glamour as predictors of the willingness to pay for a bottle of perfume.