Effects of multiple endorsements and consumer-celebrity attachment on attitude and purchase intention
Date
2011
Authors
Ilicic, J.
Webster, C.
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Journal article
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Australasian Marketing Journal, 2011; 19(4):230-237
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Jasmina Ilicic, Cynthia M. Webster
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Abstract
<jats:p> 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. </jats:p>
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Copyright © 2011 Australian and New Zealand Marketing Academy