Defining the brand hero: Explorations of the impact of brand hero credibility on a brand community

This article presents a definition of brand hero based on the literature surrounding celebrity endorsement with particular emphasis on source credibility and attractiveness. Three brand communities and their brand hero(es) were analyzed using an ethnographic- grounded theory approach. Findings indicate that brand hero credibility does not solely include expertness, trustworthiness and attractiveness but is complicated by the inter-relationship between the brand, community and hero to include the attributes of integrity and affinity. These are key constructs in the effectiveness of the brand hero in motivating the brand community to act for the benefit of the brand.