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

Jasmina Ilicic, Cynthia M Webster

Research output: Contribution to journalArticleResearchpeer-review

56 Citations (Scopus)

Abstract

This study examines consumer-celebrity attachment within multiple endorsement situations. A 2 x 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.
Original languageEnglish
Pages (from-to)230 - 237
Number of pages8
JournalAustralasian Marketing Journal
Volume19
Issue number4
DOIs
Publication statusPublished - 2011
Externally publishedYes

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