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    Marketing and the cultural production of celebrity in the era of media convergence

    Hackley, C. and Hackley, Amy Rungpaka (2015) Marketing and the cultural production of celebrity in the era of media convergence. Journal of Marketing Management 31 (5/6), pp. 461-477. ISSN 0267-257X.

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    Celebrity endorsement research in the marketing literature has been over-reliant on an exogenous notion of celebrity as something produced outside of the marketing system, from which meanings can be transferred to brands within the marketing system. In fact, marketing has been deeply implicated in the constitution of celebrity since the dawn of Western consumer culture in the early part of the twentieth century. In the era of media convergence, there is a pressing need for researchers in marketing to re-evaluate the meta-assumptions around celebrity and its relation to marketing in the light of marketing’s culturally constitutive role.


    Item Type: Article
    Keyword(s) / Subject(s): celebrity, endorsement, convergence, branding, social media
    School: Birkbeck Faculties and Schools > Faculty of Business and Law > Birkbeck Business School
    Depositing User: Rungpaka Amy Hackley
    Date Deposited: 16 Jan 2019 16:32
    Last Modified: 02 Aug 2023 17:47


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