Effects of Multiple Endorsements and Consumer–Celebrity Attachment on Attitude and Purchase Intention

Australasian Marketing Journal - Tập 19 - Trang 230-237 - 2011
Jasmina Ilicic1, Cynthia M. Webster1
1Faculty of Business and Economics, Department of Marketing and Management, Macquarie University, NSW 2109, Australia

Tóm tắt

This study examines consumer–celebrity attachment within multiple endorsement situations. A 2 × 2 factorial design manipulates attachment strength to the celebrity and endorsement situation while controlling for celebrity attractiveness, familiarity and match-up. Results show strong attachment to a celebrity encourages positive attitude towards the advertisement and brand regardless of the number of endorsements. A significant interaction effect is found for purchase intention, suggesting that both attachment and the number of endorsements influence likelihood of purchase. When consumers are more attached to a celebrity and view that celebrity endorsing multiple brands, this negatively impacts their purchase intention. Yet, when consumers have a weak attachment, their purchase intention is increased with multiple endorsements.

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Australasian Marketing Journal

Tập 19

230-237

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