Star power on the shelf: the spillover effects of celebrity brand – retailer relationships on consumer evaluations of retailers

Purpose In recent years, celebrity brands have become widely available in major retailers. However, knowledge on characteristics and outcomes of celebrity brand – retailer relationships is sparse. Aligned with the brand resonance model, this study proposes a triadic fit (i.e. three distinct types of fit) framework of effective celebrity brand – retailer relationships and spillover effects on retailer outcomes. Differences in effects across celebrity worshippers versus non-worshippers are also examined. Design/methodology/approach Two surveys were conducted. Direct effects were tested in Study 1 (n = 154, undergraduate student sample). Results were validated and extended by adding moderation effects in Study 2 (n = 433, adult shopper sample). Consistent partial least squares structural equation modeling and bootstrap multigroup analysis were used to evaluate hypotheses. Findings Results from the two studies support the triadic fit theorization and reveal that store attractiveness is enhanced by the fit between (1) the celebrity and the product category, (2) the celebrity and the store, and (3) the celebrity brand and the store’s brand assortment. Furthermore, the findings support sequential relationships between store attractiveness, store equity and store loyalty. Study 2 reveals that the effects of the three fit constructs on store attractiveness vary across celebrity worshippers versus non-worshippers, offering a nuanced perspective on consumer evaluations of partnerships between celebrity brands and retailers. Originality/value By examining when and how celebrity brands benefit retailers, this research advances the celebrity brands literature. Practical insights for managers of celebrity brands and retailers on forging partnerships to enhance store loyalty across different segments are offered.