State of the art : celebrity in the marketplace

Eagar, Toni and Cocker, Hayley and Venkatraman, Rohan (2025) State of the art : celebrity in the marketplace. Journal of Marketing Management. ISSN 0267-257X

Abstract

This paper provides a synthesis of the fragmented literature on celebrity as a marketplace commodity. Moving beyond the traditional view of celebrities as mere endorsement assets, it establishes an integrative framework for understanding the lifecycle of celebrity – from production and consumption to exploitation, dissipation, and resurrection. The study extends existing models by exploring how celebrities are commodified, exchanged for capital, and how their status is lost or regained. It critically examines the different typologies, production processes, and the evolving dynamics of parasocial relationships, while highlighting the influence of technology on the human-object divide. The paper concludes by identifying key conceptual confusions and proposing future research directions to advance the study of celebrities in the marketplace