Gaga about GaGa: How is enacted celebrity branding received by its consumers.

Blachot, Mickael (2010) Gaga about GaGa: How is enacted celebrity branding received by its consumers. [Dissertation (University of Nottingham only)] (Unpublished)

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Purpose – Researching how is celebrity marketing enacted and perceived by its

consumers in the age of the social media and omnipresent media.

Design/methodology/approach – The paper develops, from the point of view

of the consumers, the acceptation of the narrative of the celebrity brand by its

consumers. The themes developed by consumers are put in balance with the

themes developed by the brand in order to analyse what is perceived from the

consumer as sent by the celebrity brand.

Findings – Celebrity Branding is taken into account by its customers through

the social networks and the media and almost every sent message/theme has

been accepted as the truth by the consumers. Indeed, with the example of the

Lady GaGa brand, it has been accepted as a quality brand, with a strong

originality and will to provoke. Some consumers have even accepted it as a rolemodel.

A free flow of information enables indeed a strong connection between

the celebrity brand and its customers, enabling it to reach several types of people

that were not originally in the brands frame of reference.

Originality/value – Provides a possible framework to help understand celebrity

marketing and its acceptation by consumers

Keywords: celebrity branding, human branding, Lady GaGa, social media,

postmodernism, experiential marketing, relationship marketing

Item Type: Dissertation (University of Nottingham only)
Depositing User: EP, Services
Date Deposited: 05 Aug 2011 10:34
Last Modified: 15 May 2016 22:47

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