Effects of multiple endorsements and consumer-celebrity attachment on attitude and purchase intention

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dc.contributor.authorIlicic, J.
dc.contributor.authorWebster, C.
dc.date.issued2011
dc.description.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>
dc.description.statementofresponsibilityJasmina Ilicic, Cynthia M. Webster
dc.identifier.citationAustralasian Marketing Journal, 2011; 19(4):230-237
dc.identifier.doi10.1016/j.ausmj.2011.07.005
dc.identifier.issn1441-3582
dc.identifier.issn1839-3349
dc.identifier.urihttp://hdl.handle.net/2440/75113
dc.language.isoen
dc.publisherAustralian & New Zealand Marketing Academy
dc.rightsCopyright © 2011 Australian and New Zealand Marketing Academy
dc.source.urihttps://doi.org/10.1016/j.ausmj.2011.07.005
dc.subjectCelebrity endorsement
dc.subjectCelebrity attachment
dc.subjectAttitude
dc.subjectPurchase intention
dc.titleEffects of multiple endorsements and consumer-celebrity attachment on attitude and purchase intention
dc.typeJournal article
pubs.publication-statusPublished

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