The effects of celebrity-brand congruence and publicity on consumer attitudes and buying behavior
Tóm tắt
Marketers use celebrity endorsements to make advertisements believable and to enhance consumer recognition of the brand name. However, once a direct link has been formed from a celebrity to a brand, the negative information about the celebrity may reflect on to the endorsed brand. Applying the S-O-R model and the balance theory, the purpose of this study is to investigate the effects of celebrity-brand congruence and publicity on consumers’ attitudes toward the celebrity and brand as well as their buying intention. A survey of a 2 (congruence vs. incongruence) × 2 (positive vs. negative publicity) experimental design was conducted for this study. A total of 120 female Millennial consumers answered the survey and 105 surveys with usable data were collected. The mean age of the participants was 24 years old (SD = 3.28). Results found that the celebrity-brand congruence and publicity play a significant role in consumer behavior related to attitudes toward the celebrity and brand/product, as well as buying intention. Thus, retail marketers need to allocate more investigation into celebrity endorsements that match with brand image that can lead to long-term, positive partnerships.
Tài liệu tham khảo
Alford, B. L., & Biswas, A. (2002). The effects of discount level, price consciousness and sale proneness on consumers’ price perception and behavioral intention. Journal of Business, 55(9), 775–783.
Arnaudovska, E., Bankston, K., Simurkova, J., & Budden, M. C. (2010). University student shopping patterns: Internet vs. brick and mortar. Journal of Applied Business Research, 26(1), 31.
Barton, C., Koslow, L., & Beauchamp, C. (2014). How millennials are changing the face of marketing forever. BCG Perspectives. https://www.bcg.com/en-us/publications/2014/marketing-center-consumer-customer-insight-how-millennials-changing-marketing-forever.aspx.
Batra, R., & Homer, P. M. (2004). The situational impact of brand image beliefs. Journal of Consumer Psychology, 14(3), 318–330.
Baumeister, R. F., Bratslavsky, E., Finkenauer, C., & Vohs, K. D. (2001). Bad is stronger than good. Review of general psychology, 5, 323–370.
Bolton, R. N., Parasuraman, A., Hoefnagels, A., Migchels, N., Kabadayi, S., & Gruber, T., et al. (2013). Understanding generation Y and their use of social media: A review and research agenda. Journal of Service Management, 24(3), 245–267.
Bradmore, D. D. (2004). Purchase intentions. MONASH Marketing Dictionary. Retrieved January 10, 2017, from http://dictionary.babylon.com/purchase_intentions/.
Chadha, R. (2017). Millennials are wary of celebrity endorsements. Retrieved from Emarketer website: https://www.emarketer.com/content/millennials-are-wary-of-celebrity-endorsements.
Chaudhary, U., & Asthana, A. (2015). Impact of celebrity endorsements on consumer brand loyalty: Does it really matter? International Journal of Scientific and Research Publications, 5(12), 220–225.
Choi, S. M., & Rifon, N. J. (2007). Who is the celebrity in advertising? Understanding dimensions of celebrity images. Journal of Popular Culture, 4(2), 304–324.
Choi, S. M., & Rifon, N. J. (2012). It is a match: The impact of congruence between celebrity image and consumer ideal self on endorsement effectiveness. Psychology & Marketing, 29(9), 639–650.
Davies, F., & Slater, S. (2015). Unpacking celebrity brands through unpaid market communications. Journal of Marketing Management, 31(5–6), 665–684.
Edwards, J. (2010, December 14). Did Nike really gain from Tiger Woods’ scandal, as the numbers suggest? Retrieved November 27, 2014, from http://www.cbsnews.com/news/did-nike-really-gain-from-tiger-woods-scandal-as-the-numbers-suggest/.
Elberse, A., & Verleun, J. (2012). The economic value of celebrity endorsements. Journal of Advertising Research, 52(2), 149–165.
Erdogan, B. Z. (1999). Celebrity endorsement: A literature review. Journal of Marketing Management, 15(4), 291–314.
Erdogan, B. Z., Baker, M. J., & Tagg, S. (2001). Selecting celebrity endorsers: The practitioner’s perspective. Journal of Advertising Research, 41(3), 39–48.
Escalas, J. E., & Bettman, J. R. (2017). Connecting with celebrities: how consumers appropriate celebrity meanings for a sense of belonging. Journal of Advertising, 46(2), 297–308.
Frazer, Benson P., & Brown, William J. (2002). Media, celebrities, and social influence: Identification with Elvis Prseley. Mass Communication & Society, 5(2), 183–206.
Generations change how spending is trending. (2016, August 26). https://www.morganstanley.com/ideas/millennial-boomer-spending.
Giovannini, S., Xu, Y., & Thomas, J. (2015). Luxury fashion consumption and Generation Y consumers: Self, brand consciousness, and consumption motivations. Journal of Fashion Marketing and Management, 19(1), 22–40.
Hawkins, D., Mothersbaugh, D., & Best, R. (2012). Consumer behavior: Building marketing strategy (12th ed.). New York: McGraw-Hill Companies.
Heider, F. (1958). Attitudes and cognitive organization. Journal of Psychology, 21, 107–112.
Jacoby, J. (2002). Stimulus-organism-response reconsidered: An evolutionary step in modeling (consumer) behavior. Journal of Consumer Psychology, 12(1), 51–57.
Johnson, E. J., & Russo, J. E. (1984). Product familiarity and learning new information. Journal of Consumer Research, 11(1), 542–550.
Kennedy, L. (2001). The up and coming generation. Retail Merchandiser, 41(8), 66.
Lee, Y. H. (2000). Manipulating ad message involvement through information expectancy: Effects on attitude evaluation and confidence. Journal of Advertising, 29, 29–43.
Lee, T. S., & Cosenza, R. M. (2002). Profiling later aged female teens: mall shopping behavior and clothing choice. Journal of Consumer Marketing, 19(5), 393–408.
Lee, J. G., & Thorson, E. (2008). The impact of celebrity–product incongruence on the effectiveness of product endorsement. Journal of Advertising Research, 48(3), 433–449.
Li, Y. M., Lee, Y. L., & Lien, N. J. (2012). Online social advertising via influential endorsers. International Journal of Electronic Commerce, 16(3), 119–154.
Lippe, D. (2001). It’s all in creative delivery. Advertising Age, 72(26), 8–9.
McCormick, K. (2016). Celebrity endorsements: Influence of a product-endorser match on Millennials attitudes and purchase intentions. Journal of Retailing and Consumer Services, 32, 39–45.
McCracken, G. (1989). December). Who is the celebrity endorser? Cultural foundation of the endorsement process. Journal of Consumer Research, 16, 310–321.
Morton, L. P. (2002). Targeting generation Y. Public Relations Quarterly, 47(2), 46.
Noble, S. M., Haytko, D. L., & Phillips, J. (2009). What drives college-age generation Y consumers? Journal of Business Research, 62(6), 617–628.
Olney, T. J., Holbrook, M. B., & Batra, R. (1991). Consumer responses to advertising: The effects of ad content, emotions, and attitude toward the ad on viewing time. Journal of Consumer Research, 17(4), 440–453.
Pringle, H., & Binet, L. (2005). How marketers can use celebrities to sell more effectively. Journal of Consumer Behaviour, 4(3), 201–214.
Rajaguru, R. (2014). Motion picture-induced visual, vocal and celebrity effects on tourism motivation: Stimulus organism response model. Asia Pacific Journal of Tourism Research, 19(4), 375–388.
Ranjbarian, B., Shekarchizade, Z., & Momeni, Z. (2010). Celebrity endorser influence on attitude toward advertisements and brands. European Journal of Social Sciences, 13(3), 399–407.
Rodgers, S., & Thorson, E. (2000). The interactive advertising model: How users perceive and process online ads. Journal of Interactive Advertising, 1(1), 41–60.
Rose, S., Clark, M., Samouel, P., & Hair, N. (2012). Online customer experience in e-retailing: an empirical model of antecedents and outcomes. Journal of Retailing, 88(2), 308–322.
Sami, A.-S. (2006). Business and management. Journal of Accounting, 13, 69–84.
Santos, J. R. A. (1999). Cronbach’s alpha: A tool for assessing the reliability of scales. Journal of Extension, 37(2), 1–5.
Schiffman, L. G., & Kanuk, L. L. (2000). Customer behavior (7th ed.). Englewood Cliffs, NJ: Prentice Hall.
Schlecht, C. (2003). Celebrities’ Im pacton Branding. Center on Global Brand Leadership.
Solomon, M., Bamossy, G., Askegaard, S., & Hogg, M. K. (2012). Consumer behaviour: A European perspective (3rd ed.). NJ: Prentice Hall.
Solomon, M. R., Marshall, G. W., Stuart, E. W., Barnes, B. R., & Mitchell, V. W. (2009). Marketing: Real people, real decisions. Harlow: Prentice Hall.
Spears, N., & Singh, S. N. (2004). Measuring attitude toward the brand and purchase intentions. Journal of Current Issues & Research in Advertising, 26(2), 53–66.
Surana, R. (2008). The effectiveness of celebrity endorsement in India (Master’s thesis). The University of Nottingham.
Thomson, M. (2006). Human brands: Investigating antecedents to consumers’ strong attachments to celebrities. Journal of Marketing, 70(3), 104–119.
Thwaites, D., Lowe, B., Monkhouse, L. L., & Barnes, B. R. (2012). The impact of negative publicity on celebrity ad endorsements. Psychology & Marketing, 29(9), 663–673.
Till, B. D., & Busler, M. (1998). Matching products with endorsers: Attractiveness versus expertise. Journal of Consumer Marketing, 15, 576–686.
Till, B. D., & Busler, M. (2000). The match-up hypothesis: Physical attractiveness, expertise, and the role of fit on brand attitude, purchase intent and brand beliefs. Journal of Advertising, 29(3), 1–13.
Till, B. D., & Shimp, T. A. (1998). Endorsers in advertising: The case of negative celebrity information. Journal of Advertising, 27(1), 67–82.
White, D. W., Goddard, L., & Wilbur, N. (2009). The effect of negative information transference in the celebrity endorsement relationship. International Journal of Retail & Distribution Management, 37, 322–335.
Wolburg, J. M., & Pokrywczynski, J. (2001). A psychographic analysis of generation Y college students. Journal of Advertising Research, 41(5), 33–52.
Zimmerman, J. (2012). Using the S-O-R model to understand the impact of website attributes on the online shopping experience (Master’s thesis). Available from ProQuest Dissertation and theses database. (UMI No. 1522458).