Dilution And Enhancement Of Celebrity Brands Through Sequential Movie Releases

This paper examines the effects of sequential movie releases on the dilution and enhancement of celebrity brands. The authors use favorability ratings collected over a 12-year period (1993 to 2005) to capture movement in the brand equity of a panel of actors/actress. A dynamic panel data model is used to investigate how these changes are associated with the performance and characteristics of movies featuring these actors/actresses, after controlling for the possible influence from these stars' off-camera activities. This research offers insights for actors/actresses regarding how to strategically make movie selections for maximizing their brand equity.