Exploring Celebrity Capital Life Cycle’s Impact on Endorsement Effectiveness

How Stars Rise, Shine, and Fizzle for Familiar and Unfamiliar Brands

Bibliographic Data

ID21340554
AuthorsPretty Sharma (0009-0003-7139-7703, Management Development Institute), Astrid L Keel (0000-0002-6712-7706, University of La Verne), Subhadip Roy (0000-0002-3698-8044, Indian Institute of Management Ahmedabad)
Year2026
Pages1-30
Publication date2026-04-03
Peer ReviewedYes
Open AccessNo
TypeARTICLE
VenueJournal of Advertising Research (JOURNAL)
Journal identifiersISSN: 0021-8499 • E-ISSN: 1740-1909
PublisherInforma UK Limited (PUBLISHER • GB)
DOI10.1080/00218499.2025.2610030
OpenAlexW7148677690
LanguageEN
References cited63

Celebrity capital refers to the celebrity’s level and frequency of media visibility and consists of four stages: acquisition, consolidation, decline and resurgence. Two between-subject experiments with non-student respondents find that consolidation-stage endorsers are the most effective in positively influencing consumer evaluations, followed by acquisition-stage endorsers. Advertisements featuring decline-stage celebrities are no different from endorser-less ads. Furthermore, while consolidation-stage celebrities are more effective for unfamiliar brands, acquisition-stage celebrities are as effective as consolidation celebrities for familiar brands. Our findings suggest that brands should only retain consolidation or acquisition-stage endorsers

Capital (architecture) · Consumer behaviour · Social capital · Stars · Consumer Behavior in Brand Consumption and Identification · Gender, Feminism, and Media · Media Influence and Health

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