| Summary: | 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
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