Review article
https://doi.org/10.31784/zvr.14.1.20
The impact of celebrity branding on market demand trends
Anita Gašparević
; Faculty of Economics and Business, University of Rijeka, Rijeka, Croatia
Ljerka Cerović
orcid.org/0000-0002-0492-7650
; Faculty of Economics and Business, University of Rijeka, Rijeka, Croatia
*
Dario Maradin
orcid.org/0000-0001-9642-6038
; Faculty of Economics and Business, University of Rijeka, Rijeka, Croatia
* Corresponding author.
Abstract
This paper analyzes the influence of celebrity branding on market demand trends. It focuses on a case study of the famous South Korean pop group BTS (Bangtan Sonyeondan) and examines how celebrity branding affects the market demand for products from two global corporations, FILA and Samsung. FILA operates in the sports fashion industry, while Samsung spans multiple sectors, including electronics and construction. To investigate the impact of BTS on market demand for FILA and Samsung products, the study analyzes quarterly sales revenue data from 2019 to 2023, as well as online market demand trends for these corporations' products over the same branding period. A horizontal business analysis, comparing the same quarters across different years, reveals that BTS had a positive influence on demand for these corporations' products throughout the research period. This confirms the significance of celebrity branding as a variable affecting shifts in market demand. In this context, in addition to standard factors influencing demand shifts (such as consumer income, prices of substitutes and complements, consumer preferences, market size, and other factors like weather conditions, seasonal effects, natural disasters, government intervention and others) the findings of this study contribute to demand theory by introducing celebrity branding as another influential demand variable.
Keywords
market demand; Fila; Samsung; celebrity branding; South Korean pop group BTS
Hrčak ID:
348177
URI
Publication date:
3.7.2026.
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