UNDERSTANDING CELEBRITY ENDORSEMENT OUTCOMES THROUGH THE LENS OF FAME TYPOLOGIES: A SYSTEMATIC REVIEW
Abstract:This aim of the paper is to investigate the link between a celebrity’s social origin - categorized as achieved, ascribed, or attributed - and the success of brand endorsement campaigns. By applying Rojek’s tripartite fame typology, the study analyses ten recent celebrity endorsement cases from various industries and world. Through comparative qualitative analysis, the research explores the degree to which a celebrity’s fame origin influences consumer response (through purchase, brand recognition and perception) and endorsement outcomes. The findings suggest that while social origin plays a role in shaping public perception, the alignment between brand image and celebrity persona is a stronger determinant of campaign success. Most campaigns analyzed were successful, indicating that effective strategic branding can transcend the limitations posed by fame origin. This study introduces the social origin of celebrity status - based on Rojek’s typology - as a key variable in understanding endorsement outcomes, offering a new perspective beyond traditional marketing models. Scientific contribution of this paper can be found in strategic insights for designing more targeted and socially - informed celebrity endorsement campaigns across diverse media and market contexts.
Keywords: branding, celebrity endorsement, mass media, marketing campaigns, Rojek fame model
