Celebrity Appropriation


Review of “Connecting with Celebrities: How Consumers Appropriate Celebrity Meanings for a Sense of Belonging”  Celebrities have never had a more dominant presence within society. They help shape our self-concept, influence what we buy, and tell us what we should be interested in. This article focused on the effectiveness of celebrity endorsements of brands and measured how individuals respond to content based on their self-esteem or need to belong (NTB). Three studies were completed to provide empirical support of their belief that consumers with a high NTB are more likely to use celebrities to help provide meanings for brands they should identify or affiliate with. Download Full Version.