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Exploring Demand toward Celebrity Memorabilia: Do Celebrities Never Really Die?

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dc.contributor.author Ergin, Elif
dc.contributor.author Özdemir, Handan
dc.date.accessioned 2024-03-20T13:02:12Z
dc.date.available 2024-03-20T13:02:12Z
dc.date.issued 2016-11
dc.identifier.citation Ergin, Elif; Özdemir, H. (2016). "Exploring Demand toward Celebrity Memorabilia: Do Celebrities Never Really Die?", International Journal of Marketing Studies, Vol.8, No.6, pp.45-51. tr_TR
dc.identifier.issn 1918-719X
dc.identifier.uri http://hdl.handle.net/20.500.12416/7670
dc.description.abstract Celebrities always seem larger than life; it is when they die that we remember they are only human. With the emergence of the Internet and social networking sites, consumers are able to follow the daily activities of their favorite celebrities. After a celebrity’s death, consumers exhibit a stronger interest in the lives of these celebrities and demand for celebrity-related products increases sharply. The aim of the present study is to examine young consumers’ responses to celebrity deaths and explore the major factors that lead to increased demand for celebrity memorabilia and merchandise. Specifically, this research will attempt to present why young consumers exhibit such a sudden and strong interest in celebrity-related products after their death and why these products are cherished so greatly. Factor analysis is applied and the results indicate that a celebrity’s death increases young consumers’ demand for memorabilia due to five major factors. These factors include immortality of the celebrity, keepsake value & deep-felt love as well as uniqueness of the celebrity, prestige and financial value attached with the product and wide availability & increased media promotion. Based on these factors, it can be argued that consumption of celebrity merchandise is motivated by the attachment and significance of the celebrity to the young consumer before death. These results are important for marketers to grasp the effect of death on the consumption of celebrity merchandise. Online and traditional retailers need to understand the major factors attracting consumers to celebrity memorabilia and merchandise so that they can respond quickly and efficiently to sudden demand fluctuations. tr_TR
dc.language.iso eng tr_TR
dc.relation.isversionof 10.5539/ijms.v8n6p45 tr_TR
dc.rights info:eu-repo/semantics/closedAccess tr_TR
dc.subject Celebrity Memorabilia tr_TR
dc.subject Consumer Demand tr_TR
dc.subject Celebrity Death tr_TR
dc.subject Young Consumers tr_TR
dc.title Exploring Demand toward Celebrity Memorabilia: Do Celebrities Never Really Die? tr_TR
dc.type article tr_TR
dc.relation.journal International Journal of Marketing Studies tr_TR
dc.identifier.volume 8 tr_TR
dc.identifier.issue 6 tr_TR
dc.identifier.startpage 45 tr_TR
dc.identifier.endpage 51 tr_TR
dc.contributor.department Çankaya Üniversitesi, İktisadi ve İdari Bilimler Fakültesi, İşletme Bölümü tr_TR


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